Denna kandidatuppsats behandlar multinationella företags anpassning av sin marknadskommunikation utifrån marknaders kulturella olikheter. Vi fokuserar på ett företags anpassning av marknadskommunikationen i form av direktförsäljning i världen i allmänhet och Sverige, Tyskland och Indien i synnerhet. Vår frågeställning är således: Hur ser marknadskommunikationens anpassningsnivå utifrån olika kulturer ut hos ett svenskt multinationellt företag? Från ett företagsperspektiv Från ett externt perspektiv   För att studera detta ämne var vi i behov av teorier kring marknadsföring samt kulturella olikheter. Därför har flertalet forskares teorier kombinerats med störst fokus på artiklar och studier av Hofstede och de Mooij. Gemensamma nämnaren för dessa artiklar är deras argumentation för vikten av anpassad marknadskommunikation och kulturers stora olikheter. Vidare har Fills Marketing communications: engagements, strategies, and practice från 2005, där han beskriver fördelar även med standardisering, anlagts för en mer nyanserad bild.   För våra empiriskadatainsamlingar utgick vi ifrån en såväl kvalitativ som kvantitativ ansats. Vi genomförde tre intervjuer med anställda med marknadskommunikationsansvar från företaget som studerats, det för att skapa en förståelse för deras utgångspunkt (Företagsperspektiv). Vidare genomfördes en innehållsanalys av företagets produktkataloger för att undersöka hur anpassad dess marknadskommunikation upplevs vara från ett externt perspektiv (Hofstedes empiriska bevis i kombination med studiens innehållsanalys). Resultatet visade att företaget såg anpassningen som en viktig del och hade utfört studier som visade på förbättrade försäljningssiffror då katalogerna innehöll igenkännande förebilder. Däremot visade innehållsanalysen av katalogerna att anpassningen av katalogerna inte stämde överens med företagets ambitioner. Slutsatsen är att det finns en diskrepans mellan företagets ambition gällande marknadskommunikationen och denna studies externa perspektiv.

Master thesis deals with analysis of sales practices of Independent Beauty Consultants in a selected company. The aim of the thesis is to evaluate the sales practices of Independent Beauty Consultants at Mary Kay company and to propose optimization recommendations. The thesis is divided into free parts: theoretical, methodological and practical. The theoretical part is based on literature and describes the qualities of a professional salesperson and an effective process of personal selling. The methodological part defines the target group and explains the application of the chosen methods such as: personal interview, questionnaire survey and mystery shopping. The practical part focuses on Independent Beauty Consultants and analyzes their sales practices. Optimization recommendations are proposed on the basis of the findings of research.

Globální kosmetický trh každoročně dosahuje silného růstu v absolutním i relativním vyjádření. Předpovědi jeho dalšího vývoje jsou velmi pozitivní, hovořící o možném pokoření hranice $300 mld. v roce 2011, což by představovalo 16% růst za pětileté období. Pro oblast rychloobrátkového spotřebního zboží jsou to vysoké hodnoty, které jsou mimo jiné faktory odrazem rostoucího světového bohatství a stále zvětšujícího se důrazu spotřebitelů na svůj vzhled. Tato diplomová práce analyzuje kosmetický trh a jeho sekci, trh dekorativní kosmetiky z hlediska faktorů makroekonomických, demografických a spotřebních, přispívajících k modelování tohoto sektoru. Zároveň nastiňuje nové trendy v této oblasti s odkazy na nejmodernější příklady v praxi, a to jak globálně, tak se zaměřením na Českou republiku. Jejím hlavním výstupem je analýza positioningu značek, která čerpá z pozorování a dotazování českých spotřebitelek na základě vlastního výzkumu.

The main purpose of the written work is a description of the Redken brand and its range for men and analysis of the Czech market conditions for launching, including trends and competition identification, concluding with marketing mix characterization. The first part deals with the theoretical backgrounds like influence of the international environment, marketing survey realization, market segmentation and positioning. Second analytical part covers the themes of L'Oréal company history, Redken history and philosophy,positioning and marketing mix, consumer market trends, haircare industry analysis and SWOT analysis.

This diploma thesis deals with merchandising. Merchandising is a new discipline achieveing a high development potential and being more and more important in the competitive business environment. The teorethical part describes the basic concepts of the merchandising, its definitions, types and possible merchandising strategies. The practical part explains and shows whole merchandising process of the make up merchandising on a real examples from the chosen international company.

The topic of this diploma thesis is the application of certain operation research methods on a practical example. The main objective is to evaluate and compare hypermarkets of selected retail company on the basis of data from cosmetics department for the year 2013. In the thesis are firstly described theoretical assumptions necessary for understanding the decision theory and DEA models, next part is then focused on selected company and its history, current market position and the different types of store formats. Following practical part shows the application of multicriteria evaluation methods (WSA, TOPSIS, ELECTRE III) and DEA models (CCR and BCC) on concrete intern data and results which are then commented, compared and completed with recommendations, how to eliminate store or stores weaknesses, if needed. All calculations in the practical part of this thesis were done by the supplement of MS Excel -- Sanna and optimalization software LINGO.

The aim of the diploma thesis is to give the reader insight into newly fast- growing market category of men's grooming through the analysis of marketing strategy of chosen brand Biotherm Homme and the proposal for enhancement of this brand on the czech market.The thesis is divided into five chapters. First chapter is devoted to the fundamental marketing theory, crucial strategic terms are defined and proper creation of marketing plan is described. The purpose of the second chapter is to analyse the global market of men's grooming with the comparison to the czech one. Attention is paied also to the history of this booming market category as well as to understand men's customer's behavior regarding men's grooming. Third chapter is focused on the presentation of the brand itself, its strategies and current position on the market. Fourth chapter contains detailed quantitative and qualitative market Research, which should bring reader closer to the chosen topic and provides author with the highly valuable information for composition of the last chapter. Last chapter deals with the recommendations concentrated on enhancement of the current brand position on the czech market. The author is making suggestions, which are primarily pointing at raising awareness of the brand on the czech market and boosting recruting of new customers, thereby increasing of sales and market share.

The objective of the diploma thesis was to evaluate the suitability of choosing beach volleyball representatives Kristýna Kolocová and Markéta Sluková as the new faces of the adidas brand women's cosmetics line. Following the introduction of the adidas brand is an account of products portfolio distributed by this brand, description of their communication and characteristics of communication of their main competitor. Secondary research prepared the necessary basis for the primary character. The means of the primary research was a questionnaire, which was distributed to 162 respondents mainly from the University of Economics. The result was a finding, that Kristýna and Markéta are known by approximately half of the subjects and that the absence of the main communication channel, television, was a probable influence on the awareness of the subjects about cooperation with the adidas women's cosmetics brand. The recommendation for future marketing campaigns is more intensive communication via internet and the use of television as the key communication channels.

The Master Thesis cover field of cosmetic and skincare market. It starts with a brief excurs into history of cosmetics followed by description of main product categories. Further it analyses the competition on cosmetic market and compare czech market to western markets. It covers widely the marketing mix in different market segments. Than an internet questionaire is analysed and that data is later used for segmentation, using IBM SPSS Statistics program. Discovered segments are than developed and autor prepare a short marketing mix for each segment.

This thesis focuses on the preparation of selected alcohol extracts of elderberry and their use in cosmetology. In the theoretical part are described the botanical properties of the elderberry (Sambucus nigra). There are introduced and characterized bioactive compounds and toxic compounds contained in all vegetative parts of the plant. Attention is mostly focused on compounds with antioxidant properties. The theoretical part also contains a description of basic analytical methods, which are used in the practical part to characterize compounds contained in elder flowers. The practical part focuses on the optimization of the preparation of alcohol extracts with the aim to prepare the extract with the greatest possible content of polyphenols with respect to economy and production costs. Factors such as selection of the appropriate solvent, solvent to plant material ratio, solvent temperature, and extraction time are examined. Based on the total polyphenol concentration measured spectrophotometrically by the Folin-Ciocalteu method, the most suitable solvent is 60% ethanol, the ratio of plant material to solvent is 1:8, the laboratory temperature of solvent and the extraction time of 24 hours.Under these conditions, an ethanol extract is prepared, analyzed and determined selected properties, such as refractive index and density. Rutin, chlorogenic, caffeic and ferulic acids are identified by HPLC with a DAD detector. The pH value of alcohol extract is 5.743 ± 0.006, the refractive index is 1.365 ± 0.02 at 22.7 ° C and the density is 0.9288 gcm-3. By liquid chromatography the concentration of chlorogenic acids is quantified as 0.104 gl-1, caffeic acid as 0.086 gl-1 and ferulic acid as 0.060 gl-1. The extract is incorporated into cosmetic products, that are used in balneology. Prepared products are toilet soap and bath salt.