Segmentace trhu dekorativní kosmetiky

This master thesis focuses on a customer and market segmentation of colour cosmetics. The main aim is to divide a particular market into inner (homogenous) and into outer (heterogenic) groups in order to determine their specific character. Identifying these specific characteristics helps deepen the understanding of different customers and helps to create a suitable marketing approach to efficiently communicate marketing messages.This thesis is divided into two parts - theoretical and practical. The theoretical part focuses on the basic terms, approaches and analyses which are being used in the practical part to determine the market segmentation and to understand each segment. Additionally, it describes the basic characteristics of the colour cosmetics market and its trends.In contrast, the practical part focuses on discovering each segment based on the secondary data which were obtained from the MML-TGI database of Median Inc. company by using statistical analyses. Furthermore, this part shows the results of primary data that were obtained from a survey which was conducted among particular segments. Lastly the conclusion recommends how to approach each segment and which marketing resources should be used in order to communicate efficiently.