Návrh marketingové komunikace kadeřnictví

Abstract

The aim of this thesis was a marketing communication design for a hair salon Foxxi. The hair salon development, analysis of macro, competition of hair salon are contained gradually in chapter of characteristics of hair salon market. The theoretical part is focused on marketing communication. The problem of the hair salon was uncreated marketing communication and the problem was set in the practical part of the thesis. In practical part of the thesis it had to be found out by marketing research (with the help of a questionnaire), how the respondents perceive selected factors of the hair salon, what is their attitude to sales promotion and advertising. Base on the analysis of the results I found the structure of the respondents, then I found how often respondents visit a hair salon, also a factor that is the most important for choosing a hair salon, and last but not least, communication channels were found where the marketing campaign should lead. From analysis of the results, marketing situation and from the goal of an advertising campaign were created proposals of marketing communications of hair salon.