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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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Analysis of the position of premium and luxury car brands on the Czech market
Huťťan, Tomáš ; Průša, Přemysl (advisor)
Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech market.
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Communication activities of Louis Vuitton and Dior in 2014
Luu, Linda ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The main topic of this bachelor thesis is the communication activities of specific luxury brands and it's aim is to describe and analyse the methods they communicate. The thesis describes a method of communication luxury brands. I choose the communication activities of two leading international fashion house -- Luis Vuitton and Dior. In first part I focused on describing modern marketing of luxury brand and their marketing mix. The second part is focused on the history and communication activities of specifics luxury brands. In the final part of the thesis is analysis MML-TGI from school database, and also an analysis of the questionnaire.
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Analysis of use of social media as a marketing communication tool
Hamaďáková, Markéta ; Průša, Přemysl (advisor) ; Toman, Jan (referee)
This master's thesis deals with luxury brand marketing communication within social networks. The subject reacts to the dynamic growth regarding the importance of social networks that bring many changes and opportunities to marketing communication conductive to the customer. Its purpose is to use theoretical knowledge about luxury brand marketing within social networks such as Facebook, Instagram, Pinterest, Twitter, and Youtube; presented in its first part, for the analysis and evaluation of the current activities on social media of the luxury Czech glass company LASVIT. Based on the findings from the analysis, the final part of this thesis presents my recommendations and concrete proposals concerning the expansion of current marketing communication activities of LASVIT within it's domain of social platforms.
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Global Luxury Industry
Kováříková, Zuzana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis is basic overview of luxury sector in the international environment. The paper deals with the development of international luxury markets and examines the impact of global economy on the overall performance of the luxury sector. It also explores the issue of democratization of luxury and degradation of luxury brands affected by the wave of globalization and the expansion of luxury brands on emerging markets.
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Business and Trade Opportunities in China
Kratochvíl, Jan ; Khelerová, Vladimíra (advisor)
This thesis focuses on the matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.
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Luxury goods marketing
Šebelík, Ondřej ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
Luxury. A fascinating world of privilege, branding, wealth, heritage, and power. A shadow of ourselves: self-image perceived through the individuality, authenticity and uniqueness of an object. Epitomized snobbery. What makes luxury products so special? What are the features of luxury brand and how far can it stretch? Is the luxury market still growing? These are some of the questions this paper aims to answer. Furthermore, the luxury wine segment is analyzed and an outline of a marketing strategy of a luxury wine brand entering the Czech market is provided.
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The Strategy of Customers´ Recruitmet for the Luxury Brand
Bartošová, Gabriela ; Král, Petr (advisor) ; Jurek, Martin (referee)
The theme of the diploma thesis is the specific marketing of luxury brands with focus on Diesel, parfum brand. The aim of the diploma thesis is to review principles on which the luxury brands' marketing proceeds, and what are its specifics. Theoretical findings are applied to Diesel brand, the current Diesel marketing communication is analysed as well. The main aim of the diploma thesis is to propose next steps for marketing activities of Diesel brand.
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Specifics of luxury brands’ marketing
Rysová, Aneta ; Průša, Přemysl (advisor) ; Musial, Hubert (referee)
The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.
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