Návrh strategie pro uvedení nového produktu na trh

Abstract

A successful new product launch requires a carefully thought-out marketing strategy that takes into account the market environment, customer preferences and competition. The aim of this thesis was to propose a strategy for the launch of a new product - paper cake - in the market. Using situational analysis, SWOT analysis and questionnaire survey method, data was obtained and subsequently evaluated. The research results showed that paper cake appeals to customers who place emphasis on originality, aesthetics and practicality when choosing gifts. In particular, customers appreciate the unique design and unconventional concept that differentiates the product from conventional gift solutions. Based on these findings, a comprehensive marketing strategy was proposed, that includes premium pricing, selective distribution channels and a targeted communication strategy focused on online marketing, visual presentation and storytelling. The strategy reflects the niche nature of the product, emphasising authentic customer interaction, digital platforms and exclusive brand building.