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Business Plan for New Product Launch
Pejčevová, Barbora ; Rotrekl, David (referee) ; Koráb, Vojtěch (advisor)
The diploma thesis deals with a business plan, preparing a launch of a new product on the market. The business plan is based on strategical analyzes of the current status of the company. The first part is theoretical and defines the meaning and the structure of the business plan. It focuses on external and internal strategical analyzes. In the second part strategical analyzes studying the current state of the company are applied. The last part of the thesis describes individual parts of the business plan for a new product launch.
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Business Plan for New Product Launch
Pejčevová, Barbora ; Rotrekl, David (referee) ; Koráb, Vojtěch (advisor)
The diploma thesis deals with a business plan, preparing a launch of a new product on the market. The business plan is based on strategical analyzes of the current status of the company. The first part is theoretical and defines the meaning and the structure of the business plan. It focuses on external and internal strategical analyzes. In the second part strategical analyzes studying the current state of the company are applied. The last part of the thesis describes individual parts of the business plan for a new product launch.
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Marketing analysis of the new product launch
Lai Duc, Viet ; Tahal, Radek (advisor) ; Trinh, Thuy Duong (referee)
The thesis deals with marketing analysis of the product launching of the specific product on the Czech market. The aim is to analyze marketing environment and the process of market segmentation, targeting and positioning. Thesis should serve as a basis for creating a marketing strategy for product launching of similar products on the market. The work is divided into two parts, theoretical and practical. Theoretical section provides defined basic marketing concepts, which are applied in the practical part. Each term is applied in the practical part of this thesis. The practical part includes also a situational analysis and STP process that is handled by the methodology of expert interviews and the survey.
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Comparison of the process of introducing new products by L'Oréal and Henkel to foreign markets
Vůjtěchová, Petra ; Zamykalová, Miroslava (advisor) ; Šimánková, Radka (referee)
This thesis describes, analyzes and compares the process of introducting new products by Henkel ČR, spol. s.r.o. abnd L'Oréal Czech Republic s.r.o. The theoretical section contains product life cycle, marketing mix and marketing research. The practical part includes the differences in the instruments and procedures used by these two companies during Syoss Oleo Intense and Garnier Olia launch. Finally, work evaluate the success of launching these two hair colorants based on market data and own consumer research and subsequent recommendations arising from the conclusions.
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New product development and launch
Pospíšilová, Karolína ; Vávra, Oldřich (advisor) ; Torová, Kateřina (referee)
This thesis deals with the introduction of a new product to the local market. It is a frozen food category item, more precisely ice cream and was marketed under traditional Misa brand. The theoretical part of the thesis summarizes the interpretation of terms and important issues related to the field of study -- brand management, marketing planning and marketing mix. Practical part presents results of a qualitative research conducted as set of individual in depth interviews, on a sample of 12 respondents, with the aim to analyze motivation, needs, habits and desires of buyers when making purchase decision, and value the importance of traditional brand in the process of making purchase decision.
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Launching Oreo brand new product on the market
Matěnová, Zuzana ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
Brand Oreo covered by Kraft Foods, has abroad, especially in the United States, a long tradition, great value and strong market position. In 2011, this cookies brand appeared on the market in the Czech Republic in order to get consumers. The aim of my thesis is to determine motivation, needs, desires and habits of consumers biscuit brand Oreo in relation to their purchase after launching on the market in the Czech Republic after several months. Theoretical part is devoted to brand management, marketing planning, marketing mix and marketing research applied. In practical part I present this product, its positioning and marketing mix. I also verify knowledge of Oreo cookies in the Czech Republic, the consumer perception of the new product, views on communication of the product and consumer attitudes toward its purchase.
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Marketingová strategie uvedení nového produktu na trh na příkladu robotické sekačky Honda
Brož, Ondřej ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
This thesis sets out to analyse marketing strategy of new product launch. Through review of relevant literature and papers it analyses approaches to new product launch onto an existing market from the marketing perspective. Marketing mix, diffusion of innovations and late entry into the market with dominant brand are at the core of the theoretical part. This theory is later applied at the specific case of Honda's first robotic mower and its European launch. Honda is a traditional Japanese manufacturer of cars, motorbikes, engines and an established producer of premium products in the power equipment market and is introduced in details in this thesis. To provide a complete picture, thorough macroeconomic and competition analysis is conducted together with possible outlooks into the future developments of the market.
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Launching a new product on the market
Hrdličková, Barbora ; Zamazalová, Marcela (advisor) ; Titlbachová, Klára (referee)
Under BeBe Brumík, which is in its category a strong growing brand, an innovation BeBe Brumík Breakfast focusing with its positioning on new consumption occasion was launched in 2011. The target of my work is to verify setting and perception of BeBe Brumík Breakfast's positioning after few months after launch and to give recommendations for product support and positioning in the future. The theoretical part is devoted to strategic and tactical brand management and applied marketing research. The practical part is devoted to the context in which the innovation was launched i.e. category, consumer and brand. I introduce the new product, its positioning and marketing mix. And in my own qualitative research I verify perception of positioning and setting of the marketing mix, which is also followed by my recommendations for further marketing support in 2012.
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Stratey of Perwoll on the Czech market
Nemeškalová, Markéta ; Halík, Jaroslav (advisor) ; Sato, Alexej (referee)
This thesis deals with building up and strategy of brand Perwoll on the Czech market. First - theoretical part - deals with particular stadiums of launch of a product. It deals about how to recognize consumers' needs through marketing research, analysis of consumers' behaviour, buying process and market segmentation and target group finding. It also concentrates on product and selling support. Practical part is about brand Perwoll - special detergent. First part describes it, second part is about launch of Perwoll White variant and last part are recomendations and identification of potential.
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