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International conglomerates of luxury goods and their specifics
Jandová, Denisa ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The main theme of this thesis identifies the specifics of international luxury good conglomerates and their functioning. The aim of this work is to clearly map and describe the conglomerates' functioning, their brand's position, and the positive and the negative effects of their presence. The content of the thesis includes the definition of luxury and luxury goods, and also a brief overview of the worldwide trends and consumer preferences in the luxury segment. The following part contains an analysis of strategic brand management and its influence on the brands, and an analysis of the internal communication activities within the three biggest luxury groups: LVMH, Kering and Richemont. The next part concerns the Czech Republic and the local perception of luxury. The final part is dedicated to the articulation of trends in the luxury market, specifics of groups and its working, and finally, the results of their external communication and existence in the Czech Republic.
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Manipulative marketing tactics
Jelínková, Vendula ; Sedláček, Jiří (advisor) ; Votrubová, Klára (referee)
This thesis examines the possible existence of an efficient unification of instruments of marketing and communication mix with the main principles of manipulation and influencing people in the luxury segment, along with its functionality and applicability. First it will focus on the theories of marketing mix and principles of manipulation, these are the main pillars of theoretical work. On the theoretical basis this work introduces examples of the synthesis of selected instruments of the marketing mix with the principles of manipulation. It will explore the possibility of application of this unification in practice and its usability based on selected literature and professional experience of the author. This work could be a source of inspiration for those who are wondering how to further improved sales in the luxury segment.
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