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Possible orientation of consumer contests
Havránková, Klára ; Koudelka, Jan (advisor) ; Nemeškalová, Markéta (referee)
This bachelor thesis focuses on the topic of consumer competitions. The main aim of the thesis is to identify the attractiveness and potential of various types of consumer competitions, it deals also with the impact competitions have on consumers' purchase decisions. The bachelor thesis is divided into theoretical and practical part. The theoretical part provides the introduction to basic concepts related to marketing communication and sales support which includes consumer competitions as one of its forms. Moreover this thesis discusses the legislation, which regulates competitions and consumer trends, with which we recently in this sphere meet. The practical part consists of an analysis of secondary data MML-TGI and mainly from the analysis of data acquired from author's own survey, which was crucial for the work.
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Marketing strategy of Henkel corporation on domestic and foreign markets
Hadová, Petra ; Zamykalová, Miroslava (advisor) ; Nemeškalová, Markéta (referee)
The presented master thesis deals with the marketing strategy of Henkel corporation, specifically Division Laundry & Home Care. The first part of this work deals with introduction of Henkel, its history and current development. The second part is devoted to the questionnaire survey. Three hypotheses were specified before assembling the questions. The survey should inform me about Henkel's situation on the market and about its brands. The marketing mix will be recommended for the worst brand of Henkel's portfolio. Henkel will get several recommendations that could help the company in the future strategic steps. The conclusion summarizes the results, which I concluded. In the conclusion are solutions that could help minimize losses in the future.
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Stratey of Perwoll on the Czech market
Nemeškalová, Markéta ; Halík, Jaroslav (advisor) ; Sato, Alexej (referee)
This thesis deals with building up and strategy of brand Perwoll on the Czech market. First - theoretical part - deals with particular stadiums of launch of a product. It deals about how to recognize consumers' needs through marketing research, analysis of consumers' behaviour, buying process and market segmentation and target group finding. It also concentrates on product and selling support. Practical part is about brand Perwoll - special detergent. First part describes it, second part is about launch of Perwoll White variant and last part are recomendations and identification of potential.
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