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Critical Evaluation of concrete MNE’s CSR as a competitiveness factor
Sušilová, Vendula ; Miklíček, Petr (referee) ; Škapa, Stanislav (advisor)
Hlavním cílem této diplomové práce je kritická analýza strategie společenské odpovědnosti (CSR) firmy Lush Cosmetics Limited (Lush) a objevení vztahu mezi CSR aktivitami a konkurenceschopností. Teoretická část práce představuje teorie soutěže a koncept společenské odpovědnosti. Následuje diskuze studií vztahu dlouhodobé konkurenceschopnosti firmy and složek CSR. Analytická část zjišťuje CSR aktivity společnosti Lush pomocí hybridu Porterovy analýzy hodnotového řetězce a obsahové analýzy hlavních komunikačních kanálů společnosti. Teoretické závěry z první kapitoly posloužily jako základ pro konstrukci online dotazníkového šetření na téma zákaznické percepce CSR a společnosti Lush. Autor kriticky hodnotí CSR strategii Lushe, diskutuje průsečíky mezi CSR, zákazníky a konkurenceschopností, a taktéž poukazuje na možná zlepšení.
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Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Today, the public is overwhelmed by so-called green terms on the packaging of cosmetic products. Marketing communication is moving towards its green version, which is oriented to satisfy the growing interest in environmental protection. This paper explores Generation Z's perception of the false sustainability phenomenon and its impact on trust and purchasing decisions. Results suggest that most respondents are informed about brands' green efforts through social media. The data also show that trust in brands is influenced not only by communicated values but also by the actual delivery of green promises. The research also reveals that most members of Generation Z are familiar with the concept of greenwashing. However, only a minority of them factor greenwashing into their purchasing behaviour. The conclusions of the paper provide insights into the perceptions and behaviours of Generation Z in relation to widespread green marketing and its downsides.
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Green marketing a jeho využití ve vybraném podniku
Žáková, Dominika
The bachelor thesis is concerned with green marketing and its use in a selected company, which is the cosmetics company Notino, s.r.o. Its aim is to propose ways of communication that would lead to strengthening the relationship between the company and its customers using green marketing. The theoretical part is based on the literature and explains the basic concepts of marketing and the issue under study. The results of the findings of the individual factors influencing customers in purchasing and appropriate marketing recommendations were determined according to the analysis of the internal environment of the organization, its external environment and questionnaire survey. The individual suggestions for the development of marketing strategy are determined for each selected segment, where the results showed that respondents would most welcome communication directly on the product page and on social media, while they are most influenced by price, quality and brand when buying cosmetic products.
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Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Currently, the public is overwhelmed with so-called "green" terms on cosmetic product packaging. Marketing communication is shifting towards its green version, which aims to satisfy the growing interest in environmental protection. At the same time, a dangerous space is emerging, which brands use to deceive the public through inadequate communication about the impact of their products on the environment. The focus of this thesis is on this false sustainability in the cosmetics industry, also known as greenwashing. Research targeting Generation Z and their perception of this phenomenon reveals that even the younger generation, with access to a vast amount of information on the topic, becomes confused and skeptical due to the overuse of green terms in marketing campaigns. This skepticism extends even to brands that are genuinely moving in the right direction and following the rules that are set. A significant problem lies in the lack of proper legislation and the approach of many companies that deceive customers for the sake of higher profits, thereby undermining the credibility of other cosmetic brands in the market.
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Chování spotřebitele při nákupu kosmetických výrobků
Pařízková, Lucie
This thesis deals with consumer behaviour during the purchase of cosmetics products, focusing to skin care products and to women’s segment. The purpose of this work is to formulate several recommendations for the manufacturers and sellers of skin care products based on the results of the questionnaire survey. These recommendations could help them to better identify customers preferences during the purchase of skin care products and further enable them to adjust or improve their offer and eventually other sales areas. Cluster analysis is used to segment customers and specific recommendations are made for each segment.
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Diversity in the beauty industry and its perception in Czech environment
Kuželová, Kateřina ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor thesis focuses on diversity in the beauty industry and its perception in Czech environment. Firstly, the theoretical framework introduces the concept of diversity marketing and describes how brands can include different underrepresented groups in their marketing strategies. For the purpose of this thesis, we recognize five such groups, namely: racial and ethnic minorities, people over the age of 50, people with various body shapes and sizes, members of the LGBTQ+ community and people with disabilities. So we focus on multicultural marketing, age-agnostic marketing, body-positive marketing, LGBTQ+ marketing and marketing strategies that include people with disabilities. Subsequently, we provide a few examples of several diverse cosmetic brands and we show that the inclusion of neglected groups can have a positive effect on consumer satisfaction and company's success. A review of previous research on diversity and its perception is then presented. In the practical part, we examine the perception of diversity in the Czech Republic. Our focus is Generation Z. The data is collected through a questionnaire. We find out how Czech Generation Z consumers perceive diversity in the cosmetics industry in general, how the inclusion of individual neglected groups is perceived, and whether and how...
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Redken brand strategy - transition from B2B orientation towards B2C strategy
Lacková, Karina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main topic of this thesis is the modification of the Redken brand strategy from B2B to B2C orientation. Within the theoretical part, the current beauty market is primarily examined. The most important factors influencing the cosmetics industry are identified, such as the Covid-19 pandemic, the online space of social networks and e-commerce, or current social trends influencing shopping behavior such as the Clean beauty trend or the Self-care trend. Theoretically, the B2B and B2C market and their differences are further defined. The process of creating a strategy and its individual steps are also presented. Last part of the theoretical section is the definition of the Redken brand, its history, values and branding. The practical part includes qualitative research in the form of in-depth individual interviews with respondents from the managerial and hairdressing spheres. The analysis further consists of external environment analysis named PESTLE, customer segment analysis, competition analysis, and SWOT analysis. Based on the obtained primary and secondary data, a strategy is prepared in the form of a tactical annual plan. This plan consists of specific sub-steps, which are set in four quarters and six cycles. The prepared strategy takes care of the compliance of current branding and brand values...
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Critical Evaluation of concrete MNE’s CSR as a competitiveness factor
Sušilová, Vendula ; Miklíček, Petr (referee) ; Škapa, Stanislav (advisor)
Hlavním cílem této diplomové práce je kritická analýza strategie společenské odpovědnosti (CSR) firmy Lush Cosmetics Limited (Lush) a objevení vztahu mezi CSR aktivitami a konkurenceschopností. Teoretická část práce představuje teorie soutěže a koncept společenské odpovědnosti. Následuje diskuze studií vztahu dlouhodobé konkurenceschopnosti firmy and složek CSR. Analytická část zjišťuje CSR aktivity společnosti Lush pomocí hybridu Porterovy analýzy hodnotového řetězce a obsahové analýzy hlavních komunikačních kanálů společnosti. Teoretické závěry z první kapitoly posloužily jako základ pro konstrukci online dotazníkového šetření na téma zákaznické percepce CSR a společnosti Lush. Autor kriticky hodnotí CSR strategii Lushe, diskutuje průsečíky mezi CSR, zákazníky a konkurenceschopností, a taktéž poukazuje na možná zlepšení.
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Contemporary Marketing-Communication Activities of the Perfume Chain Sephora on the Czech Market
Straškrábová, Eva ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The purpose of this bachelor's thesis is to outline the exercise of marketing communications within the segment of the luxury cosmetics industry, focusing on the perfume chain Sephora in the Czech market. The main attention is drawn to the period of years 2011 - 2015. The first chapter introduces marketing communications within the cosmetics industry. It describes the beginnings of the contemporary cosmetics industry and portrays significant features of selected marketing tools and strategies, which are used in this specific area. Furthermore, the thesis descriptively analyses the current Czech market with (luxury) cosmetics and fragrances, as well as it maps the major types of Sephora's competition. The third chapter is dedicated to the Sephora company itself and its operating in the Czech Republic. Moreover, the chapter overviews Sephora's selected marketing and communication activities of the marketing mix, including the insight into pricelist estimates of Sephora's advertising investments into several chosen media channels. Last but not least, the thesis presents a research carried out by the author of the thesis. Its primary objective is to identify the key reasons, which make both potential and the actual customers go to Sephora stores and eventually buy some products. This quantitative...
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Analysis of the communication strategy of one specific beauty brand
Walzelová, Kristýna ; Zamazalová, Marcela (advisor) ; Hartová, Dominika (referee)
The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
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