Zavedení nového produktu na českém trhu

This thesis focuses on the commercial communication of nutritional supplements. Its aim is to propose recommendations for the communication strategy in the phase of product launch onto the Czech market. The theoretical part of the thesis deals with the law regulations of the commercial communication of nutritional supplements and focuses on the specifics of small and medium-sized enterprises with an emphasis on the on-line communication. The quantitative and qualitative research part of the thesis uses conclusions of the teoretical part to formulate strategic recommendations for the launch of a new nutritional supplement onto the market.