Proposal of the communication strategy of Urban Decay brand at the time of entering social networks in the Czech Republic

The diploma thesis titled “Proposal of the communication strategy of Urban Decay brand at the time of entering social networks in the Czech Republic“ focuses on the issue of communication on social networks. The Urban Decay brand, which entered the Czech market in 2015, is one of the leading brands of luxury cosmetics. While it is considered a dominating brand in social media communication in the United States, it does not currently have local social profiles in the Czech Republic. The questionnaire survey shows that brand awareness among Czech customers is currently rather low. At the same time, the survey shows that social networks are the respondents´ main source of inspiration for make-up and dressing and have a positive impact on the purchasing behavior of affected users. The aim of the work is to analyze the current brand communication and, based on the above-mentioned findings, to design a communication strategy of the brand on social networks for the year 2018. For the ideal choice of suitable communication, there has been conducted the competitive analysis, the SWOT analysis, the questionnaire survey and two personal interviews with brand manager. In the design itself, the greatest emphasis is being placed on authentic communication on Instagram, which is the most appropriate tool for the target group and can effectively intervene directly in its natural environment.