The thesis focuses on marketing launch of the premium tobacco product. Defining tobacco product marketing regulation, it also specifies Czech tobacco market (incl. competition, price segments, etc.) together with consumer profiles as well as company brand portfolio. Brand strategy, its vision, authorship and brand positioning are included as well. The practical part is dedidacted to each of marketing plan essential elements: SWOT analysis, marketing objectives and strategy, action plan and overall evaluation including recommendation for future activities.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76204 |
| Date | January 2010 |
| Creators | Valterová, Lenka |
| Contributors | Ryšavá, Monika, Michlíček, Štěpán |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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