The main purpose of the written work is a description of the Redken brand and its range for men and analysis of the Czech market conditions for launching, including trends and competition identification, concluding with marketing mix characterization. The first part deals with the theoretical backgrounds like influence of the international environment, marketing survey realization, market segmentation and positioning. Second analytical part covers the themes of L'Oréal company history, Redken history and philosophy,positioning and marketing mix, consumer market trends, haircare industry analysis and SWOT analysis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:11102 |
| Date | January 2008 |
| Creators | Bošela, Michal |
| Contributors | Halík, Jaroslav, Bednarčík, Zdeněk |
| 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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