Návrh marketingové strategie pro zavedení nového produktu na trh se vzduchotechnikou

Abstract

This diploma thesis concerns the design of marketing strategy for new product launch to the air conditioning market. Theoretical part includes characteristics of the product and company, thus description of its external and internal surround, summary of theoretical knowledge about new product launching and presentation of the particular elements of marketing mix with strategies which can be used within these elements. Practical part includes the methodology of research and data collection method which is personal and electronic questioning. The analysis describes and graphically illustrates the research results, on the basis of which is then designed a marketing strategy with strategies of marketing mix elements. The key information resulting from this thesis are the interest in the use of air purifier, the expected services and properties of air purifier, the willingness to pay a certain price, focus on discounts, the required distribution method and appropriate communication tools including content of advertisement.