The thesis describes the influence of BTL activities (especially sales promotion) to the brand development. The theoretical part covers the background which is necessary for the practical part. It focuses on the commercial communications, sales promotion, consumer competitions and brand. Because in the practical part the questionnaire is made marketing research is also mentioned. The practical part introduces Unilever CR and the role of Customer Marketing department in marketing structure. The following part introduces Rexona brand, its portfolio and also the projects which were implemented in 2008. Then the market of deodorants and distribution channels are characterized. Sales promotion of Rexona and its competitors are analyzed. Then the results of survey, which focuses on consumption and shoping habits, are interpreted. Finally the recommendations for sales promotion are formulated.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:17081 |
| Date | January 2009 |
| Creators | Nosková, Veronika |
| Contributors | Postler, Milan, Sedláková, Zuzana |
| 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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