Marketing mix evaluation in a market oriented company for a specific brand

Šárka Hroníčková

Diplomová práce

Abstract:

This diploma thesis concerns the marketing mix used in a market oriented company for a specific brand. The literature review contains the theoretical background for practical part. Themain objective is to evaluate and analyse the marketing mix with a focus on communication mix,create a coherent overview of marketing tools used for the brand Scholl in the company ReckittBenckiser. Practical part contains the characteristics of the marketing mix and the chapter Researchoutcomes includes its evaluation. This chapter elaborates realization of marketing activities in DMdrugstores in the year 2015, their impact on sales of the brand Scholl and Hard Skin Removers.Evaluation of the practical part resulted in recommendation to focus on segment Comfort. Researchquestions, recommendations and proposals are closely discussed in closing part of the thesis.The diploma thesis gives a comprehensive view of marketing mix of the brand Scholl andrecommendations for the company Reckitt Benckiser, which would lead to the further growth of thebrand.

Keywords

Marketing, marketing mix, communication mix, product, brand, price, place, promotion, advertising, sales support

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 24. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Tereza Balcarová, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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