This thesis describes, analyzes and compares the process of introducting new products by Henkel ČR, spol. s.r.o. abnd L'Oréal Czech Republic s.r.o. The theoretical section contains product life cycle, marketing mix and marketing research. The practical part includes the differences in the instruments and procedures used by these two companies during Syoss Oleo Intense and Garnier Olia launch. Finally, work evaluate the success of launching these two hair colorants based on market data and own consumer research and subsequent recommendations arising from the conclusions.

Brand Oreo covered by Kraft Foods, has abroad, especially in the United States, a long tradition, great value and strong market position. In 2011, this cookies brand appeared on the market in the Czech Republic in order to get consumers. The aim of my thesis is to determine motivation, needs, desires and habits of consumers biscuit brand Oreo in relation to their purchase after launching on the market in the Czech Republic after several months. Theoretical part is devoted to brand management, marketing planning, marketing mix and marketing research applied. In practical part I present this product, its positioning and marketing mix. I also verify knowledge of Oreo cookies in the Czech Republic, the consumer perception of the new product, views on communication of the product and consumer attitudes toward its purchase.

This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

The diploma thesis deals with a business plan, preparing a launch of a new product on the market. The business plan is based on strategical analyzes of the current status of the company. The first part is theoretical and defines the meaning and the structure of the business plan. It focuses on external and internal strategical analyzes. In the second part strategical analyzes studying the current state of the company are applied. The last part of the thesis describes individual parts of the business plan for a new product launch.

This thesis focuses on innovations and innovation management in ma-nufacturing companies. Innovation process, including marketing re-search, product developing and its market introduction, is used in par-ticular product sector of shoe protection.

Rapportens syfte var att undersöka hur ett medelstort tekniskt företag kan utveckla sittinformationsflöde internt vid framtagning av en ny produkt. Valet av studiens syfte grundarsig i att organisationer i företag oftast inte prioriteras utan att det är produktionen somgenomför effektiviseringar och förbättringar medan organisationen lätt glöms bort. Attundersöka detta informationsflöde mellan teknisk avdelning och resterande avdelningar ikedjan av informationsflödet gav studien både en prägel av ingenjörs- ochpersonalvetarperspektiv. Litteraturstudien låg till grund för rapporten och de kommunikativafaktorerna som påverkar organisationen vid framtagningen av en ny produkt varorganisationsteorier, standardiserat arbetssätt för att undvika slöseri av information, olikatyper av kommunikation och förbättringsarbete. Genom att intervjua berörda avdelningar påSilvent AB kunde en grundläggande bild av nuläget och organisationen skapas, vilket senareblev grunden för analysen. Slutsats kunde dras genom att jämföra teori, intervjuer ochnulägesbeskrivning. Denna grundades även utifrån frågeställningen och syftet i hur ettmedelstort tekniskt företag skulle kunna utveckla sitt informationsflöde internt vidframtagning av en ny produkt i framtiden. Slutsatser som framkom i studien för att kunnauppfylla detta var att skapa en teknisk bro som förtydligar och förmedlar kommunikationen inom organisationen på ett effektivt sätt. / The purpose of the report was to investigate how a medium-sized technical company candevelop its information flow internally when developing a new product. The choice of thepurpose of the study is that organizations in companies are usually not prioritized without itbeing production that performs efficiency improvements and improvements while theorganization easily forget. Examining this flow of information between the technicaldepartment and the other parties gave the study both an element of engineering and personnelscience. The literature study formed the basis for the report and the communicative factorsthat affect the organization in the production of a new product were organizational theories,standardized methods of preventing the dissemination of information, different types ofcommunication and improvement work. By interviewing the relevant departments at SilventAB, a basic picture of the present and the organization could be created, which later becamethe basis for the analysis. Conclusion could be drawn by comparing theory, interviews andcurrent position description. The conclusion was also based on the question and purpose ofhow a medium-sized technical company could develop its information flow internally whendeveloping a new product in the future. Conclusions found in the study to meet this were tocreate a technical bridge that clarifies and communicates communication within theorganization effectively.

Marknadsaktiviteter vid produktlansering är ett samarbete med Haglöfs Scandinavia AB. Våren 2010 utfördes ett samarbetade med Haglöfs då ett underlag för utökat produktsortiment inom konfektion togs fram. På uppdrag av Haglöfs ska ett förslag framställas på hur en lansering ska kunna se ut om juniorkollektionen introduceras på den svenska marknaden. Hur fungerar det med produktlanseringens strategiska och taktiska lanseringsbeslut och vilka marknadsföringskanaler är lämpliga vid en produktlansering inom outdoorbranschen.Rapporten behandlar hur dagens företag inom outdoorbranschen i Sverige fullgör sina marknadsaktiviteter vid en produktlansering. Strategiska och taktiska lanseringsbeslut illustreras samt utvalda marknadsföringskanaler skildras.En lanseringsstrategi beskriver de marknadsföringsbeslut som är nödvändiga för att presentera en ny produkt till respektive målgrupp och börja generera en inkomst i form av försäljning av den nya produkten. De här marknadsföringsbesluten för nya produkter är refererade under termer som inträde på marknaden, lanseringsstrategi, produktlansering, kommersialisering samt introducering. Relationsmarknadsföring är ett brett begrepp inom marknadsföring och innebär att kraften hos relationer är en grund för marknadskommunikation. Inriktning är mot interaktion, relationer och nätverk. Event marketing, social media samt butikskommunikation används som marknadsföringsverktyg i rapporten.Inom outdoorbranschen ses ett genomgående mönster att företagen arbetar likartat och lägger ner mycket tid vid lanseringar av nya produkter. Genom utvalda marknadsaktiviteter försöker företagen skapa och bibehålla relationer med konsumenter. De aktiviteter som ligger i framkant inom outdoorbranschen är event marketing, social media samt butikskommunikation.Marketing activities at product launch is a collaboration with Haglofs Scandinavia AB. In the spring of 2010 was a cooperation with Haglofs as a basis for broader product range in the clothing was produced. On behalf of Haglofs should a suggestion be made on how the launch of the junior collection will be like if it is introduced on the Swedish market. How does it work with the product launch with strategic and tactical launch decisions and which marketing channels are appropriate for a product launch within the outdoor industry.The report discusses how today's companies within the outdoor industry in Sweden fulfills its marketing activities at a product launch. Strategic and tactical launch decisions are presented and selected marketing channels are depicted.A launch strategy describes the marketing decisions that are necessary to introduce a new product to its target market and start generating an income through sales of the new product. These marketing decisions for new products are referenced in terms of market entry, launch strategy, product launch, commercialization and introductions. Relationship marketing is a broad concept in marketing and is meant that relationships are a basis for marketing communication. Focus is on interaction, relationships and networks. Event marketing, social media and store communication are used as marketing tools in the report.Within the outdoor industry a consistent pattern has seen that companies work similarly and have spent much time at the launch of new products. Through successful marketing companies trying to create and maintain relationships with consumers. The activities that are front edge in the outdoor business are event marketing, social media and merchandising. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

Submitted by Adrian Piegsa (adrian.piegsa@web.de) on 2016-02-28T11:19:27Z No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-03-04T19:07:25Z (GMT) No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-03-14T12:22:07Z (GMT) No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Made available in DSpace on 2016-03-14T12:22:28Z (GMT). No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) Previous issue date: 2016-01-28 / The Brazilian start-up Local Wander plans to enter the tourism sector with a mobile application aiming to enable a new form of travel research. A web-based survey has been sent out to the start-up’s target audience (n: 236) in order to gain further relevant information for the designing of Local Wander’s market entry strategy. By applying the diffusion of innovation theory, this thesis could detect five different adopter categories, originally described by Rogers (1962), among Local Wander’s target audience based on their adoption intention. The Early Market was observed to be significantly bigger than the theory predicted. Research revealed four characteristics to be of significant impact on the adoption intention: Relative Perceived Product Advantage, Perceived Product Complexity, Compatibility with digital travel research sources, and the adopter’s Innovativeness towards mobile applications. Specific characteristics in order to identify Local Wander’s early users, the so called Innovators, were detected giving indications for further necessary company market research. Findings showed that the diffusion of innovation framework is a helpful tool for start-ups’ prospective decision making and market entry strategy planning. / A Start-up Brasileira Local Wander planeja entrar no setor de turismo através de um aplicativo para telefone celular, com o objetivo de oferecer um novo serviço de pesquisa para viajantes. Uma pesquisa, via internet, foi enviada a 236 pessoas identificadas como público-alvo para a Start-up a fim de obter mais informações relevantes para a criação da estratégia de entrada no mercado. Ao aplicar a teoria da difusão da inovação, esta dissertação pôde identificar cinco diferentes categorias de adotantes, como descrito originalmente por Rogers (1962), entre o pú- blico-alvo da Local Wander com base na sua intenção de adoção. O Mercado Inicial foi observado significativamente maior do que a teoria previu. A pesquisa, acima citada, revelou quatro características de forte impacto sobre a intenção de adoção do produto: Vantagem relativa do produto percebida pelo público-alvo, complexidade percebida, compatibilidade com recursos digitais de pesquisa de viagem e o quão inovador são os adotantes em relação aos aplicativos para celular. Características específicas para identificar os primeiros usuários do Local Wander, chamados de inovadores, foram detectados dando indicações para futuras pesquisas que sejam necessárias para a empresa. Os resultados encontrados mostram que a teoria da difusão da inovação é uma ferramenta extremamente útil para a tomada de decisão em Start-ups e para o desenvolvimento de estratégia para entrada no mercado.

The diploma thesis deals with a new product launch in Czech market. First, the appropriate market segment, competitive products and environment of launching company is analyzed. Based on the analysis and the knowledge gained from the literature, the diploma thesis proposes a solution in form of a marketing mix, which is suitable for the new product.

Tato diplomová práce je zaměřena na vývoj marketingové strategie pro zavedení produktů na vysoce konkurečním trhu zdravotnických prostředků. Konkrétně se zaměřuje na zavedení ablačního katetru a mapovacího zařízení pro léčbu srdečních chorob, které vyrábí americká společnost St. Jude Medical. Práce popisuje zavedení na trh, aby bylo možné najít kritické body a optimalizovat celý tento proces.