Marketingová strategie značky Cerave na českém trhu, návrhy na zlepšení

The main focus of this master thesis is the marketing strategy of the CeraVe brand on the Czech dermocosmetics market. The dermocosmetics market has been a dynamically growing category for a long time, mainly due to the growing consumer interest in skin health. This thesis aims to evaluate the brand's marketing strategy in the Czech market and suggest improvements. The evaluation and subsequent recommendations are proposed on the basis of market analysis, competition, and segmentation process according to MML-TGI data. The first part of the thesis focuses on brand management on the dermocosmetics market, the current situation on the global, European, and Czech markets, and also on current market trends. The second part focuses on the CeraVe brand, its competitors, and the segmentation process. The thesis concludes with recommendations on how to reach the selected segments uncovered by the segmentation process and also summarizes the main recommendations that could be added to the current strategy.