Marketingový výzkum a komunikační plán přidání nového produktu do portfolia značky Supradyn v České republice

The main objective of this thesis is to identify the most suitable new product that could be added to the Supradyn brand portfolio in the Czech Republic and to propose an appropriate communication plan for its potential market launch. The theoretical section defines key concepts related to marketing strategy, consumer behavior, brand extension, marketing research, and communication planning, with particular attention paid to the category of vitamins and dietary supplements and its regulatory framework. The methodological section presents a research strategy based on the analysis of secondary data, qualitative interviews with experts and vitamin users, and quantitative questionnaire research. The practical section analyzes the Czech vitamin market, current trends in this category, the Supradyn brand portfolio, and selected product concepts. Based on the research conducted, the Supradyn Anti Stress concept was identified as the most suitable option for the Czech market. The final output of the thesis is a proposed communication plan focused on recommendations in pharmacies, digital communication, and the activation of online pharmacies.