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Marketing strategy of the Pierre Fabre brands on the Czech and Slovak market
Mikešová, Marika ; Mikeš, Jiří (advisor) ; Hilburgerová, Petra (referee)
This master thesis deals with the marketing strategy of A-Derma brand on the Czech and Slovak market. In the theoretical part I summarized basic information about marketing mix, brand and strategic brand management. In the practical section there is an introduction of marketing strategies of all the Pierre Fabre brands. Furthermore I focus on detailed analysis of A-Derma marketing strategy and suggest how to imporove it. The analysis evaluates marketing mix and individual campaigns in 2010 and proposes a strategy for 2011.
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The analyse of the regional brands in the region of South Bohemia
MAREČKOVÁ, Ilona
Regional label is a modern way to highlight the traditional Czech regions and also to revive their economy. My bachelor thesis is dealing with issues of regional labeling. The aim is to analyze the regional brands in the region of South Bohemia. The result of the analysis is a literature review and territorial analysis of the availability of brands in the Region, which were drawn from a study of related literature and other sources. The practical part consists of marketing research, which was conducted through personal interviews, focused on finding acquaintance reginal brand "Tastes nicely. South Bohemian" and awareness of points of sale. Also were conducted guided interviews, which dealt with the certification process of regional brands.
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Brand management and research of Brand Name Škoda
LANG, Petr
The aim of this thesis is was to perform a marketing research in the area of the possibilities of car purchase repetiveness of the brand Škoda and to design actions to improve and to strengthen the brand loyalty. The data needed for this thesis were collected by the means of the online field-research. The suggested means of the brand loyalty improvement are result of the data output of the research.
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Marketing analysis of market with luxury professional hair care in the Czech and Slovak Republic
Bolfíková, Petra ; Postler, Milan (advisor) ; Hebká, Gabriela (referee)
The master thesis deals with strategy of luxury professional hair care brand Kérastase Paris on the Czech and Slovak market. The focus of this thesis is on the brand's current position and its communication strategy on these markets. Based on own research, suggestions how to improve this strategy are then made. The work could be divided into three sections. The first one brings theoretical base for the next sections. The second one introduces the brand Kérastase Paris and its current position on the local market by analyzing the secondary data sources. The last part of the thesis focuses on the actual research, interpretation of its results and suggestions of the improvements of the communication strategy of the brand on our market.
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Brand management
Čeřovský, Michal ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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