Strategy of Launching a New Product on the Market, on the Example of "Baltika 0" Brand

The present study deals with an example of a company Baltika and its product "Baltika 0". Baltika is a Russian brewing company that produces beer and beer drinks. Product "Baltika 0" - non-alcoholic beer drink. However, due to the fact that the proportion of non-alcoholic beer is disproportionately small compared to the classic non-alcoholic soft drinks, the author hypothesizes that people are not yet ready to perceive non-alcoholic beer as a soft drink and associate it with a harmful product. The purpose of this master's thesis is to develop a strategy for bringing to market a new product in the line of "Baltika 0", taking into account the market conditions and the search for a new niche for the product. Thepaper assesses the competitiveness of the product "Baltika 0" in the Russian market of non-alcoholic beer, assesses the current marketing strategy of the product and offers recommendations for optimizing the marketing strategy and changing the positioning of the product "Baltika 0".