Improvement of the Brand Development Strategy (on the example of L’Oréal Paris in Moscow)

BcA. Ekaterina Samoylova

Diplomová práce

Abstract:

In today's environment, when digital technologies have a strong influence on consumer behavior, companies producing and selling cosmetics need to integrate online promotion tools into the overall strategy of promoting their brands. For these purposes, it is necessary to investigate how Russian consumers of decorative cosmetics perceive certain tools of online promotion and how these tools affect the brand’s equity from the consumer's point of view. The aim of the thesis is to determine how the use of online promotion of cosmetics brands affects the equity elements of a brand from a consumer's perspective (on the example of L’Oréal Paris in Moscow). The structure of this work logically follows from the set tasks. The first part of the thesis presents the literature review on the topic of research and analysis of the methodology of the thesis. The second part presents the analyses of L’Oréal Paris brand and its online promotion tools. In addition, the main trends in the Russian cosmetic market and the most commonly used online promotion tools in this market were analyzed. Then, hypothesis about the positive impact of these tools on the elements of brand equity from the consumer's point of view was formulated. A structured direct online survey using a formalized questionnaire was then conducted. The results of the quantitative survey were presented in tables and figures, with subsequent analyses and results. In the end, the possible marketing campaign to drive consumer loyalty and engagement was developed.

Keywords

brand, marketing, onlina promotion, cosmetic line, consumer analysis, management

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management