The objective of my diploma thesis is a complex analysis of communication strategy of Kotex brand, which was introduced in 2003, after a general relaunch. According to gained information I evaluate effectiveness of the selected communication tools by achieving marketing goals over a specified period of time. This thesis should confirm the suitability of the marketing mix applied for KOTEX brand in specific environment of feminine hygiene market considering the limited budget and target audience specification. Practical contribution of this thesis is passing judgment on suitability of selected communication strategy and also recommendation of another new as well as a recommendation of new and proper activities which would be possible to bring to life.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:4877 |
| Date | January 2007 |
| Creators | Tichá, Lenka |
| Contributors | Postler, Milan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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