Analýza marketingové komunikace kosmetické firmy

Abstract

This bachelor thesis deals with the marketing communication of the company Havlík´s Natural Apothecary. It focuses on describing the basic theoretical background of marketing communication and the subsequent characteristics of the company. The research is carried out by means of a questionnaire survey using the CAWI method. Respondents are asked 22 questions to find out how they perceive the company´s marketing communication and how it affects them. The research shows that the company has a good image. The logo and brick-and-mortar stores have a rather positive effect. The company manages its social networks well. However, it has less awareness among respondents. Therefore, the thesis also includes suggestions for marketing communication that the company could improve.