Marketingová strategie značky Kérastase Paris

This bachelor thesis deals with marketing strategy of Kérastase Paris which belongs to the L'Oréal group. The main purpose of the thesis is to critically evaluate changes in marketing and communication mix of Kérastase Paris during the coronavirus crisis in 2020, find out how hairdressers perceive educational activities moved to the online environment and suggest recommendations on further development of marketing strategy. In the first chapter, the basic terminology is defined, such as marketing, marketing mix, marketing communication etc. The second chapter includes introduction of a L'Oréal company, its history, company structure and introduction of each division, introduction of a Kérastase Paris and situation analysis. In the third chapter are listed brand reactions on government restrictions applied during the coronavirus crisis in 2020 and brand turnover. The last chapter deals with the brand education of hairdressers and the questionnaire regarding hairdressers satisfaction with educational activities that were moved to the online environment. Also, there are suggested recommendations on further development of marketing strategy.