Marketing Strategies of Sustainable Consumption Models Promotion

This master's thesis is devoted to the consideration of the main aspects of promotion of sustainable models on the Russian market. Nowadays consumers expect socially responsible and safe activities from companies that would not have a negative impact on the environment, which makes the chosen topic really relevant. The theoretical basis for the study was mainly foreign materials, as well as several domestic authors, who the first discussed the topic of sustainable marketing in the Russian market. One of the main study objectives was to identify sustainable consumption patterns. For better understanding of the specifics of the promotion and creation of the «IQOS», an interview was conducted with an expert. Then, device users were interviewed for reasons for acquiring and using the device for the subsequent selection of consumer segments. After identifying the consumption patterns of the device, a market analysis was also made in order to derive possible strategic alternatives for this device on the Russian market. From the developed marketing strategies, one was chosen as the fundamental and then was oriented to each sustainable consumption pattern.