This thesis describes, analyzes and compares the process of introducting new products by Henkel ČR, spol. s.r.o. abnd L'Oréal Czech Republic s.r.o. The theoretical section contains product life cycle, marketing mix and marketing research. The practical part includes the differences in the instruments and procedures used by these two companies during Syoss Oleo Intense and Garnier Olia launch. Finally, work evaluate the success of launching these two hair colorants based on market data and own consumer research and subsequent recommendations arising from the conclusions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:199950 |
| Date | January 2012 |
| Creators | Vůjtěchová, Petra |
| Contributors | Zamykalová, Miroslava, Šimánková, Radka |
| 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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