Proposal of the Marketing Communication of the Brand Syoss in the Hair Colorants Segment Targeting Generation Z in the Czech Market

This bachelor thesis focuses on the communication strategy of Syoss hair colorants in the Czech market. The thesis aimed to propose to improve the communication strategy of the brand Syoss in the hair colorants segment with a focus on Generation Z. The theoretical part of the thesis summarised the findings of the current academic literature regarding the specific features of marketing communication in the segment of cosmetics and hair colorants, the purchasing behaviour of Generation Z consumers and current trends in the hair colorants market. The practical part of the thesis analysed the hair colorants market in the Czech Republic based on secondary data and detailed the Syoss brand and its current marketing mix. Primary research in the form of a questionnaire was carried out to explore the purchasing behaviour of Generation Z consumers in the hair colorants segment, their brand knowledge in this segment and their perception of the Syoss brand and its communication. Based on the primary and secondary research, the strengths, weaknesses, opportunities and threats of the brand Syoss in targeting Generation Z were identified, and specific recommendations for marketing communication of the brand were proposed. The research findings in this thesis can benefit other companies in the hair colorants market and help them target Generation Z.