Uvedení nového produktu vybrané společnosti na trh

Abstract

This thesis is focused on new product strategy of the Park Lane Confectionery Company in the market of the Czech Republic. In the first part there is Park Lane Confectionery Company and Grupo Bimbo its controlling company introduced. Further there is the theoretic part compose of theoretic description of marketing research, direct marketing and promotion strategy. Next practical part there is the description of new product named Fruit Slices after that follows market analysis and the description of the company’s promotion campaign. In the end of the thesis there is product evaluation and promotion campaign and the end of this thesis includes draft of some measures that could lead to the top- selling product too.