National Repository of Grey Literature 4 records found  Search took 0.01 seconds. 
Image of brand L´Oréal Professionnel in B2B segment
Novotná, Barbora ; Průša, Přemysl (advisor) ; Kolomijcová, Bianka (referee)
I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like and whether it is the same as the brand identity. According to the fact, that in some parts there is a clash between these two, I have been recommending steps, which will help to improve the L'Oréal Professionnel image. I have been suggesting these steps also according to the present image of two main direct competitors of L'Oréal Professionnel, which are Wella and Schwarzkopf, which I have included into my research.
Process of preparation and launch of new products of L´Oréal on foreign markets (case study of specific brand)
Kočerginová, Tatiana ; Zamykalová, Miroslava (advisor) ; Kolomijcová, Bianka (referee)
Master thesis describes and analyzes the process of launching new producs of Matrx Total Results brand on czech, slovak and hungarian market. Theoretical part describes product life cycle, marketing research and marketing mix. Analytical part describes in detail prepared marketing strategy and launch process. In conclusion is an own analysis of strategy and goals fulfillment.
The marketing mix of a drum and bass record label company
Kolomijcová, Bianka ; Zamazalová, Marcela (advisor) ; Postler, Milan (referee)
The main aim of this diploma thesis is to design the marketing mix of an alternative record label company that releases drum and bass music. In the theoretical part I try to describe the situation on the music market and outline how record labels work. I am specifying the tools of the marketing mix which are typical for a record label. In the practical part I'm pointing out the differences between the perception of mainstream and alternative music and I'm characterising the drum and bass scene. Based on this information I'm choosing the target audience and building the profile and the vision of my fictional
Corporate social responsibility and the methods of its measurement
Kolomijcová, Bianka ; Dušková, Iva (advisor) ; DŽBÁNKOVÁ, ZUZANA (referee)
The first chapter of the thesis is examining the topicality of corporate social responsibility. It pursues the historical progress of the concept, defines the fields of action for CSR, lists the particular activities and analyses the motivation of companies for such behavior. The second chapter attempts to answer the question why should we measure CSR and how should we report sustainability according to GRI standards. It also describes the known methods of CSR measurement in relationship with corporate performance. The third chapter introduces the company Johnson & Johnson. It analyses and rates the most recent company report of sustainability form 2007. In the conclusion the author presents his opinion on the given problems of measurement and reporting CSR activities.

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