Komunikační strategie pro uvedení nového produktu na trh: workshop výroby vlastního parfému

This bachelor thesis focuses on designing a communication strategy for the market introduction of a new product – a workshop for creating one’s own perfume – within the company Karton Art. The aim of the thesis is to develop a strategy that effectively reaches the target group, stimulates interest in the new product, and strengthens the company’s competitiveness. The thesis is divided into theoretical and practical parts. The theoretical section defines the basic concepts of marketing communication, presents current trends and models, particularly the STDC framework (See–Think–Do–Care), and emphasizes the importance of experiential marketing and personalization in the context of creative services. The practical section is based on the analysis of both secondary and primary data, including market segmentation, in‑depth interviews, and a quantitative survey. Based on these findings, a communication strategy was proposed that combines visual and educational content, clear calls to action, and subsequent care for participants. The outcome of the thesis is a comprehensive communication strategy that reflects the specifics of experiential marketing and provides a practical framework for launching the new product. The contribution lies not only in the proposed strategy itself but also in the methodological approach, which can be applied to other projects of the company.