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Market launch strategy of the brand "Kiehl´s"
Hartová, Dominika ; Král, Petr (advisor) ; Bihelerová, Judita (referee)
The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, the marketing strategy and the marketing tools that were used for the launch of the brand. Based on the findings in this thesis, a series of recommendations is suggested to build the brand's awareness, recruit new customers to the brand and increase sales.
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Market Entry Strategy for LEDON Lamp
Bihelerová, Judita ; Karlíček, Miroslav (advisor) ; Mikulsky, Detlef (referee)
The main goal of this thesis is to set up a vital and pertinent marketing strategy for LEDON Lamp GmbH to enter the UK market with its innovative product. In order to approach the problem correctly, a review of the existing theoretical literature was performed, based on which a thorough secondary and primary research was carried out. The findings include a detailed description of LEDON Lamp GmbH and the UK market, the characteristics of the main competitors, their products and other competing technologies, the possible distribution channels and it also includes a part dealing with the characteristics of British consumers. Furthermore, the research findings are analysed using the tools introduced in the theoretical part of the thesis. Based on those findings and the analysis performed, a market entry strategy and a complete marketing mix are introduced.
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Comparison of the marketing communication of chosen primary schools in the EU
Bihelerová, Judita ; Bílková, Jana (advisor) ; Laschoberová, Libuše (referee)
Tato práce srovnává přístupy a nástroje marketingové komunikace na 3 základních školách v Dublinu, Antverpách a v Praze. Teoretická část se zabývá vysvětlením marketingové komunikace, jejím významem i užívanými nástroji. Zároveň jsou popsána specifika základních škol jakožto neziskových organizací. V praktické části je popsán vzdělávací systém v Irsku i Belgii, základní rysy vybraných škol a především je uvedena analýza marketingové komunikace základních škol v Dublinu a Antverpách. Stěžejní je důkladný popis základní školy v pražských Dejvicích a především analýza a návrh marketingové komunikace této školy. Komparace zjištěných poznatků o užití marketingové komunikace ve třech výše zmíněných školách je uvedena v závěru.
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