Vnímání luxusní kosmetické značky Biotherm cílovou skupinou spotřebitelů

The content of the diploma thesis is dealing with the perception of luxury cosmetic brand called Biotherm by the target group of its consumers. The aim of the thesis is to find out how much the brand is known among its target consumers, how the consumers perceive the brand and the its position on the market. The analysis of the marketing mix determined whether the marketing mix was set up correctly. The thesis is divided into two parts: theoretical and practical part. The theoretical part focuses on the definition of basic concepts related to the luxury cosmetics industry and marketing of luxury brands. The practical part is devoted to the Biotherm brand and contains qualitative research with the target group of consumers and influencer operating in this sector. Based on the data, recommendations were proposed to help the brand become more visible and set up more effective communication with its consumers.