Marketingová komunikace společnosti Sephora

This bachelor’s thesis focuses on the marketing communication of Sephora in the Czech market. Its main objective is to identify weaknesses in the company’s communication approach based on a comprehensive analysis and a questionnaire survey conducted among customers. A secondary objective is to propose improvements aimed at enhancing the future effectiveness of Sephora’s marketing communication. The theoretical part summarizes key concepts of marketing communication, its goals, functions, communication strategy and IMC. It also introduces the components of the communication mix and outlines approaches to evaluating the effectiveness of individual marketing tools. The practical part presents a detailed analysis of Sephora’s marketing communication, primarily based on publicly available information. The findings are further supported by secondary MML-TGI data. This is followed by a questionnaire survey involving 551 respondents, designed to explore how customers perceive the brand’s communication elements. The analysis shows that although Sephora’s marketing communication largely meets customer expectations, several weaknesses persist. To address them, the thesis provides recommendations for improvement.