Marketingové komunikace sprchových gelů značky Dove v ČR

The key focus of the bachelor thesis is a critical analysis of the marketing communication strategy for Dove shower gels in the Czech market. In particular, the work explores strategies for shower gels for female consumers between years 2010 and 2011. The theoretical section provides an overview of the field of marketing and its basic characteristics, specifically, key marketing tools, definitions and the individual forms of marketing communication used in the current environment. In the practical section of the thesis, the company, Unilever and its brand Dove are introduced. The last chapter provides an in-depth analysis of the Dove communication strategy, current marketing activities and marketing channels used to target the female consumer. These marketing efforts are assessed and evaluated in the concluding remarks, with the aim to provide practical recommendations for future improvements in the marketing strategy for this product.