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Marketingová strategie nově zaváděné značky na českém trhu / Marketing strategy of a newly launched brand on the Czech market

The topic of the thesis is launching a new brand of decorative cosmetics on the Czech market. The goal is to summarize and critically evaluate the whole process and the marketing mix of the brand. The focus will be mainly on the activities realized as a part of the communication mix. The evaluating methods will be market research (sell out and competitors' activities analysis) that provides us with the information about sales, market shares and competitors. The other method will be consumer research (questionnaire, focus groups, observing) that informs us about opinions, attitudes and preferences of the consumers. Based on these findings there is a list of recommendations concerning marketing mix, which should help the brand to achieve stability and continuous development.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:199918
Date January 2012
CreatorsŽabková, Romana
ContributorsPrůša, Přemysl, Vaněk, Tomáš
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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