Uvedení nového produktu na trh

The thesis focuses on the launch of a new product on the market. The aim of this thesis is to find out the brand awareness after two years of the product launch, perception and consumer preferences and on the basis of the analysis of the marketing strategy to evaluate its success and propose recommendations. The thesis is divided into four main parts. The first part is devoted to literature review on marketing, new product launch, marketing plan, brand, consumer perception and preferences. The next part describes the current situation on the tobacco market. The third part deals with the actual marketing strategy used to launch the product on the Czech market. The thesis also includes the actual research conducted through in-depth interviews and a questionnaire survey, which examines the current brand awareness on the Czech market, the general attitude of Czech smokers towards alternative nicotine products and consumer perceptions and preferences. The thesis concludes with an evaluation of the marketing strategy used to launch the product and a summary of the recommendations arising from the market research and the research conducted.