The objective of this diploma thesis is to evaluate current marketing strategy of the Curaprox brand on the Czech market and to suggest appropriate improvements. At first the theoretical basis of brand strategy is defined. It goes mainly about brand function, brand identity and brand equity. The theory is completed with detailed description for each element of marketing mix. To achieve the main objective there were both primary and secondary data collected. The primary data were obtained by conducting of field research and consumer survey. Based on data acquired the whole toothbrushes market in Czech republic was analyzed and the key factors of Curaprox market performance were characterized. In the conclusion several recommendations for future were proposed to use the brand potential even more and take chance of the opportunities still available on the market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162204 |
| Date | January 2011 |
| Creators | Hovorková, Lucie |
| Contributors | Král, Petr, Richter, Stanislav |
| 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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