Strategie marketingové komunikace firmy Cosmetica Bohemica na sociálních sítích

This diploma thesis deals with the strategy of marketing communication on the social media of the company Cosmetica Bohemica and offers opportunities for its improvement. Social media marketing is a powerful tool that allows marketers to make contact with customers. The theoretical part of the diploma thesis consists of the definition of marketing communication, the introduction of the company Cosmetica Bohemica and its current marketing communication, and the characteristics of the natural cosmetics market. The practical part contains an analysis and comparison of competing brands in the Czech and foreign markets and it also presents a questionnaire survey, supplemented by individual in-depth interviews. The aim of this thesis is to propose a marketing communication strategy on the social media for a domestic company producing natural cosmetics, Cosmetica Bohemica. The strategy is developed on the basis of competition’s comparison, using a questionnaire survey and in-depth interviews between respondents X and Y. Based on the results of quantitative and qualitative research, recommendations were made to change profiles on social media with the result that the company could effectively target Generation Y and attract new customers.