This diploma thesis is dealing with strategy of brand Vichy focusing on the Czech market. The main theme is analysis of current position of Vichy on the dermocosmetics market in the Czech Republic and proposals for its improvement. In the first charter is the reader present into marketing, brand and it's importance in marketing. In this charter such terms like image, insight, value and elements of brand. Second charter, which is dealing with strategies of brand governing, is followed by citer free, where all the parts of marketing and communication mix are described in detail. The practical part begins with fourth charter, that subsequently describes L'Oréal as a company, its history and structure and the structure of active cosmetics division. This chapter also describes history of brand Vichy and it's re-launch in the year of 2009. Fifth chapter goes further with description and focuses on concrete situation on the dermocosmetics market and introduces the biggest competitors. It also shows activities of brand on particular parts of marketing and communication mix. This description is the base for last chapter. That shows concrete recommendations that should be considered to better the brand strategy. This recommendations are sketched once again on parts of marketing and communication mix. Thesis is ended up with conclusion, in which the most important findings are highlighted.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:11245 |
| Date | January 2009 |
| Creators | Srnka, Karel |
| Contributors | Postler, Milan |
| 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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