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Marketing strategy of Codex Labs on the Czech market
Pavlíček, Filip ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The aim of this bachelor's thesis was to evaluate the marketing strategy of the cosmetics company Codex Labs and to propose improvements in relation to its typical customer. However, such data was not available, so the next objective of the research was to define this customer. The target group of Codex Labs was determined on the basis of a questionnaire survey in which 122 Czechs participated. Respondents were selected using stratified random sampling based on highest educational attainment and gender. A SWOT situational analysis of the external and internal environment was used to assess the current marketing strategy of the brand. The marketing strategy categories evaluated were defined using the marketing mix theory, supplemented with elements of social marketing. The results of the questionnaire survey showed that the typical Codex Labs customer is a woman aged 25-34 who is actively interested in ecology and healthy living. This customer is happy to pay extra for organic packaging and natural ingredients, but insists that such products are just as effective as conventional ones. The analysis of the current marketing showed that Codex Labs has a well-adapted distribution strategy, brand positioning and strong social networks. However, in order to maintain its place in the market, the company...
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Marketing analysis of dermocosmetic´s leaders in the Czech Republic
Třískalová, Pavlína ; Postler, Milan (advisor) ; Hřídelová, Karla (referee)
The topic of my bachelor thesis is Marketing analysis of dermocosmetic´s leaders in the Czech Republic. The thesis is divided into five chapters. The first three chapters talk about marketing, brand and its role in marketing and theoretically define marketing market research. The fourth chapter presents dermocosmetic market in the Czech Republic. Last chapter deals with the field survey (questionnaire and Mystery Shopping), which is used to determine the actual goal of the thesis. The aim is to find a correlation between a brand recommended by a pharmacist in Prague and brand awareness among end consumer.
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Analysis of purchase behavior of consumers at the dermocosmetics market
Kolínská, Aneta ; Vávra, Oldřich (advisor) ; Švábová, Karolína (referee)
The thesis focuses on the buying behavior of consumers at the dermocosmetics market in the Czech Republic with a main focus on consumers of brands Vichy, Bioderma, La Roche-Posay, Avene and Eucerin. The work is divided into two main parts, theoretical and practical. The first part is devoted to general theoretical knowledge in the field of shopping behavior of consumers, the buying decision process and its various stages. It also builds on the theoretical foundation of marketing research, its nature and process. In the practical part there is dermocosmetics market in the Czech Republic mapped together with the introduction of the above mentioned dermocosmetic brands. After secondary research follows the main part, which is the primary consumer research conducted through interviews with consumer of dermocosmetics, which is then compared with primary research of pharmacy staff selling democosmetics. The findings of the research are then formulated into practical recommendations given to the Active Cosmetics Division at L'Oréal.
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Marketing tools of a specific product category
Vajnerová, Veronika ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of the thesis is to provide a comprehensive perspective on Czech dermocosmetics market, to describe marketing specifics of the market and assess the effectiveness of commonly used marketing tools. The thesis is devided into four chapters. The first chapter provides the theoretical background of the thesis, the second chapter describes the characteristics of the Czech dermocosmetics market and the third describes the marketing specifics of the market. The fourth chapter presents the research on evaluation of the effectiveness of marketing tools on the Czech dermocosmetics market.
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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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