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Consumer behavior towards trends and innovations in cosmetics
Krajčiová, Ivana ; Král, Petr (advisor) ; Baracová, Kristina (referee)
The aim of this thesis is to explore consumer behaviour of women towards trends and innovations in the female cosmetics market in the Czech Republic. After summarizing the prior research on this topic, the female consumer segments are uncovered, based on their attitudes towards the trends and innovations. Data Analyser program and MML-TGI, the most complex consumer research in the Czech Republic, were used for the segmentation process. Building on the profiles of the particular segments that were created, the segment representatives were chosen for the qualitative research in the form of in-depth interviews that explore their opinions and reasons behind adopting or rejecting the innovations and trends. Finally the hypotheses are evaluated and research findings are presented together with recommendations for launch/re-launch strategies for the brands operating on the Czech cosmetics market. These recommendations represent the practical contribution of this thesis, adding the value for the Czech marketers by offering a better understanding of their consumers.
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uvedení nového produktu na český trh start upovou firmou
Singh Mejia, Darshan Nicolas Teji ; Průša, Přemysl (advisor)
The aim of this thesis is to develop the marketing strategy for Company X to use for launching a new product (plantain snack) in the Czech market. The thesis will be divided into two parts: theoretical and practical (analytical). The theoretical part will cover the basic information relevant to the theory product launch, marketing strategy, and market analysis. The practical section will focus on establishing the most appropriate marketing strategy for a product launch to be used by the Company X. This thesis will be based on primary and secondary information sources (research based on professional literature) about the current market situation, customers, and competitors, (marketing research), the state of the market as well as an analysis of competitors. The practical part of the thesis will consist of the SWOT analysis of the new product/ company, internal documents of the Company X and promotional materials of both Company X and competitors, as well as an own marketing research material, in the form of focus groups.
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Marketing communication Botas 66
Šmída, Zdeněk ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis "Marketing communications of Botas 66" focuses on creating a new show brand Botas 66 which was designed by two students of Academy of Arts, Architecture and Design in Prague (Jan Klos a Jakub Korouš). Model Botas Classic has been in production since 1966 and was selected among Czech 100 design icons in 2005. Botas 66 builds up on this tradition. Two students created a new product line devoted to lifestyle. Project Botas 66 took part in many czech and european design competitions and won prices in ED-Awards and Czech Grand Design. This thesis also describes which packaging (shoebox), which happened to be used in one of guerilla activities. Point of purchase (Botas Concept Store) is located in Prague 1 and the space combines shop and art gallery at one place. Store hosted several events and art exhibitions to support local artist, build brand image and support sales. Thesis also analyses visual communication, logo and colours used in corporate identity. As a member of Czech Selection Botas 66 took part in trade shows in London and Milano. Shoes are still made in factory of Botas a.s. in Skuteč which differentiate Botas 66 from global shoe brands. Company Artport s.r.o. manages marketing communication and creates image of Botas 66, meanwhile Botas a.s. only manufacture shoes.
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New vehicle model generation market launch
Mentlík, Tomáš ; Vávra, Oldřich (advisor) ; Trešl, Marek (referee)
This thesis deals with market launch of new model generation of Hyundai Tucson on Czech market. Suggestions a recommendations for new model launch are supported by detailed analysis based on intern sources and secondary data, which are divided to several following parts: Czech automotive market analysis, analysis of Sport Utility Vehicles, consumer insight analysis of previous model generation, introduction of new generation and its key features, competitors overview and comparison with them, marketing communication of Hyundai carmaker, previous model generation and its competitors and positioning. Conclusion and target of this thesis are proposals and recommendations to new model generation launch focused on product, target group, competitors and communication.
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The right choice of distribution channels for a newly launched brand
Hlaváč, Filip ; Mikeš, Jiří (advisor) ; Veselský, Jakub (referee)
The diploma thesis focuses on the distribution strategy, marketing mix and their relation to an optimal product launch on a new international market. This complex web of forces is set to a current market environment, where customer is "the king". The complexity of relations is examined closely with regards to the often underestimated decision on whether to distribute new products through an own store chain or as a wholesaler.
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New product launch
Šimon, Jakub ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis focuses on the cooperation between retail chains and their suppliers in the field of category management -- an approach to managing assortment as strategic business units, categories. The first part of the thesis defines category management and localizes it into the Czech environment. The second part contains a case study of new product launch using category management cooperation from the supplier's point of view.
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New cold sore treatment launch
Nováková, Kateřina ; Zamazalová, Marcela (advisor) ; Frischová, Veronika (referee)
This master's thesis is focused on evaluation of product innovation of Johnson & Johnson company. Main objective of this thesis is to analyse new product launch campaign of COMPEED brand. Furthermore, based on outputs from own marketing research and analyses of data provided, evaluate suitability of chosen marketing strategy, find reasons why innovation was not successful and propose recommendations to achieve set goals.
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