Potenciál značky Herbal Essences se zaměřením na udržitelnost

This bachelor thesis deals with sustainability and it’s potencial for the company Procter & Gamble. The paper focuses mainly on the Herbal Essences brand. The theoretical part explains the issues of sustainability, sustainable development and corporate social responsibility. The practical part of the paper introduces the company Procter & Gamble and strategies for sustainability are outlined. Furthermore, the bachelor thesis analyzes the questionnaire. The results of the questionnaire serve as a basis for identifying strengths and weaknesses of the brand Herbal Essences. Based on the findings of the research and SWOT analysis there are suggested recommendations for the company Procter & Gamble and specifically the brand Herbal Essences. The main contribution of this work is to evaluate the potential of natural hair care in the upcoming years and the space for growth of Herbal Essences brand. This growth potential for both the entire segment and the brand itself was assessed as positive, as was the interest of hair care customers in the natural hair products.