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Analysis of the brand Mixa in the Czech Republic
Falcmanová, Klára ; Olšanová, Květa (advisor) ; Tročil, Jan (referee)
The diploma thesis is focused on a comparison of image and identity of the cosmetic brand Mixa. Furthermore, the thesis is focused on the performance of the brand on the on the Czech market (knowledge of brand by the target group, its popularity and experience with it, perceived quality, consumer attitude and their loyalty). The theoretical part explains concepts, which are for the practical part essential. Following concepts are explained: brand elements, functions of the brand, brand awareness, brand equity, image and identity. The practical part introduces the company L´Oréal which the brand belongs to and, consequently, the brand itself. Based on the analysis of the communication activities and elements of the brand Mixa, its identity is determined. It is then compared to its image, which was determined using a questionnaire survey. It has also been used to find out more information related to brand performance. Based on research findings recommendations for further development of the brand are defined.
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Comparison of the process of introducing new products by L'Oréal and Henkel to foreign markets
Vůjtěchová, Petra ; Zamykalová, Miroslava (advisor) ; Šimánková, Radka (referee)
This thesis describes, analyzes and compares the process of introducting new products by Henkel ČR, spol. s.r.o. abnd L'Oréal Czech Republic s.r.o. The theoretical section contains product life cycle, marketing mix and marketing research. The practical part includes the differences in the instruments and procedures used by these two companies during Syoss Oleo Intense and Garnier Olia launch. Finally, work evaluate the success of launching these two hair colorants based on market data and own consumer research and subsequent recommendations arising from the conclusions.
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Analysis of the credibility of Brand Finance and Inter Brand ranking performed on the example of L´Oréal Paris trademark valuation
Nejezchlebová, Tereza ; Svačina, Pavel (advisor) ; Mičáková, Veronika (referee)
The main topic of the diploma thesis is the comparison of the evaluation of brand L'Oréal Paris owned by L'Oréal company by the financial evaluation approaches versus rankings publicised by Brand Finance and Inter Brand representing global consultant companies. The goal is to analyze the credibility of Brand Finance and Inter Brand rankings as the examples of companies which publicize global brand rankings. The comparison is done on the specific evaluation of L'Oréal Paris trademark. The potencial is examined in the strategical analysis also with the quality of trademark registered with connection to L'Oréal Paris.The thesis contains financial analysis for the purpose of checking financial health of the company L'Oréal SA. In the last part the trademark is evaluated by the most common valuation methods.. The final value is compared with the ranking values of Brand Finance and Inter Brand.
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Image of the brand Kérastase Paris
Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee)
The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.
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CSR and its impact on brand image
Mičáková, Veronika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.
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Adaptation of employees in a company
Nováková, Iveta ; Stříteský, Marek (advisor) ; Šikýř, Martin (referee)
Bachelor Thesis focuses on adaptation of new employess at L'Oréal Česká republika s.r.o. The aim is to analyse adaptation process, evaluate it and propose measures that would lead to improvements. Using these proposals, the company could adjust its adaptation process and thus contribute to performance improvement, fluctuation stabilisation or higher employees satisfaction. Questionnaire has been used for this analysis.
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Marketing strategy of L´Oréal
Výletová, Kristýna ; Postler, Milan (advisor) ; Frýbort, Tomáš (referee)
The bachelor's thesis focuses on the marketing strategy of the company L'Oréal. On the basis of the theoretical part is analyzed the marketing strategy of the company. The important part is also the one about recommendations how to improve the contemporary marketing strategy.
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Management of cash-flow in multinational corporation
Oravčík, Vladimír ; Mikovcová, Hana (advisor) ; Donát, Jiří (referee)
Aim of this bachelor work is Management of cash-flow in multinational corporation. Goal of this work is measuring and analyzing management of liquidity and cash-flow in L'Oreal ČR. Paper is aimed on indicators of liquidity and report of cash-flow. From this indicators and report is made conclusion on a financial state of company. The end of paper is dealing with management of financial finds. It collates management of financial funds by theoretical model and by cash-pooling
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Analysis of the marketing strategy of the Division of luxury products of the company L´Oréal in CZ
Broncová, Daniela ; Machková, Hana (advisor) ; Karlíček, Miroslav (referee)
Cílem této diplomové práce je popsat a analyzovat marketingovou strategii Divize luxusních výrobků společnosti L´Oréal v ČR. Na tomto příkladu uvádím specifika trhu luxusní kosmetiky a odlišnosti marketingu v této oblasti. Diplomová práce obsahuje a popisuje vývoj trhu s luxusní kosmetikou, současné trendy a faktory, které trh ovlivňují. Dále prezentuje nejvýznamnější společnosti, věnuje se historii a prezentaci společnosti L´Oréal, představuje i jejího největšího konkurenta, společnosti LVMH. Dále analyzuje marketingovou strategii všech značky obsažené v portfoliu Divize luxusních výrobků společnosti L´Oréal.
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