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Market position of a private label
OSYPENKO, Yaroslava
My bachelor thesis deals with the position of the dm drogerie markt's private labels on the Czech market. The main goal of this thesis is the selection of appropriate communication tools that will result in increasing the awareness of the private labels of this retail chain. The theoretical part of the bachelor thesis is focused on brands in general, own brands and marketing research. Then follows the practical part of the thesis, which researches customer awareness of dm drogerie markt's private labels. To achieve the aim, marketing research is used, which was conducted in the form of an online questionnaire survey. A total of 156 respondents participated in the research. Through the questionnaire survey, it was found that 43.4% of the respondents purchase goods offered under private label. More than half of the respondents tend to prefer or strongly prefer private label over national brand. The survey shows that the main reasons for purchase are acceptable quality and low price. Women are the most frequent shoppers and the two largest groups are those aged 19 to 30, followed by those aged 31 to 45. Based on the results obtained, recommendations were formulated on how to improve the position of dm drogerie markt private labels on the Czech market through communication tools. These recommendations include the use of direct marketing via SMS, the development of social media, offline advertising on billboards, online banner advertising and advertising on the social networks Instagram, Facebook, YouTube and TikTok.
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