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Development of a Company Promotion Strategy in the Сraft Beer Market

Student: Varankina Daria

Supervisor: Karina A. Alenina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

In foreign and Russian studies, it has been proven that since the craft revolution took place at the end of the 19th century, the market for craft beer has only increased. The rapid growth of the market occurs in many countries, in addition, each country has its own specific trends. The topic of marketing promotion in the craft beer market is particularly interesting and relevant because of the legal restrictions on advertising alcoholic beverages. The problem of the research is the complexity of marketing promotion, which is associated not only with legal restrictions, but also with high competition and low customer loyalty to the brand. To conduct the study, the literature on the topic was studied, including statistical data, as well as an analysis of the promotion in social networks of the main competitors, a survey to identify consumer preferences and a semi-structured interview with the director of the brewery. As a result, a program was drawn up to promote the company in the craft beer market in Perm. It is assumed that this program will allow the company to enter the Perm market and attract many new consumers.

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