Potential of the Savo brand in the Czech traditional market

This bachelor thesis deals with the analysis and proposal of the development of the marketing mix of the Savo brand. The research focuses on the traditional Czech market. The main objective of the thesis is to identify possible opportunities for brand development in the traditional Czech market and then to determine recommendations for Unilever based on these opportunities. In the theoretical part, the brand concept and brand image are introduced. The individual aspects of the marketing and communication mix are also discussed in detail. The basic tools of marketing communication are also defined. In the practical part, the thesis focuses on the history of the Savo brand and its current position on the home care market. The brand image is also examined using psychological measurements and cognitive tests conducted by research agencies. Special attention is paid to in-store marketing activities and the analysis of the dependence of sales on specific marketing support. The main contribution of the thesis is the identification of opportunities for further brand development in the traditional market, resulting from the analysis and the proposed marketing strategies. The thesis concludes by summarizing the key findings and recommendations for increasing the visibility and marketability of Savo brand products. This thesis thus contributes to a deeper understanding of the specifics of the traditional Czech market and opens the way for effective marketing decision-making within Unilever.