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National Repository of Grey Literature 3 records found  Search took 0.01 seconds. 
Analysis of the communication strategy of one specific beauty brand
 Walzelová, Kristýna ; Zamazalová, Marcela (advisor) ; Hartová, Dominika (referee)
The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
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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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Preparation of the Westerns Balkans for joining the EU
 Hartová, Dominika ; Adámková, Vlasta (advisor) ; Řehořová, Veronika (referee)
Description of the EU enlargement process in the Western Balkans. Characteristics of the Western Balkan countries and their progress.
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