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The topic of my bachelor thesis is Marketing analysis of dermocosmetic´s leaders in the Czech Republic. The thesis is divided into five chapters. The first three chapters talk about marketing, brand and its role in marketing and theoretically define marketing market research. The fourth chapter presents dermocosmetic market in the Czech Republic. Last chapter deals with the field survey (questionnaire and Mystery Shopping), which is used to determine the actual goal of the thesis. The aim is to find a correlation between a brand recommended by a pharmacist in Prague and brand awareness among end consumer.

The thesis focuses on the buying behavior of consumers at the dermocosmetics market in the Czech Republic with a main focus on consumers of brands Vichy, Bioderma, La Roche-Posay, Avene and Eucerin. The work is divided into two main parts, theoretical and practical. The first part is devoted to general theoretical knowledge in the field of shopping behavior of consumers, the buying decision process and its various stages. It also builds on the theoretical foundation of marketing research, its nature and process. In the practical part there is dermocosmetics market in the Czech Republic mapped together with the introduction of the above mentioned dermocosmetic brands. After secondary research follows the main part, which is the primary consumer research conducted through interviews with consumer of dermocosmetics, which is then compared with primary research of pharmacy staff selling democosmetics. The findings of the research are then formulated into practical recommendations given to the Active Cosmetics Division at L'Oréal.

This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.

This master thesis deals with the marketing strategy of A-Derma brand on the Czech and Slovak market. In the theoretical part I summarized basic information about marketing mix, brand and strategic brand management. In the practical section there is an introduction of marketing strategies of all the Pierre Fabre brands. Furthermore I focus on detailed analysis of A-Derma marketing strategy and suggest how to imporove it. The analysis evaluates marketing mix and individual campaigns in 2010 and proposes a strategy for 2011.