Marketing strategy for the Kazakh women's clothing brand ANNA ANNA for 1 year

Alina Pavlik

Bachelor's thesis

Abstract:

The main aim of the bachelor thesis is to identify the strategic development of the company of the Kazakh women's clothing brand ANNA ANNA for the 24th year according to the marketing plan. The work consists of two parts - theoretical and practical. The theoretical part is based on the study of secondary sources. The empirical part is compiled on the basis of outputs from quantitative/qualitative research. Focusing on comprehensive market research, the study aims to refine the brand’s identity and enhance its competitive edge. By integrating advanced digital marketing strategies and unique selling propositions, the thesis proposes innovative approaches to promotion, advertising, and customer loyalty programs, all underpinned by rigorous analytics and measurement methods. The goal is to establish a robust marketing framework that not only aligns with the brand’s core values but also resonates with its target audience, ensuring sustainable growth and market dominance.

Keywords

market research, target audience, unique selling proposition, digital marketing, brand identity, promotion and advertising, customer loyalty programs, analytics, measurement, competitive analysis

Language used: English

Date on which the thesis was submitted / produced: 16. 3. 2024

Thesis defence

• Date of defence: 28. 5. 2024
• Supervisor: Ing. Kristýna Kučírková, MSc
• Reader: Martina Jarkovská, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management