Návrh marketingové strategie pro značku kondomů RITEX pro český trh

This diploma thesis aims to design a marketing strategy for a condom brand named Ritex which is to be launched in the Czech market for condoms and lubricants. The purpose of the thesis is to create an appropriate marketing strategy for market entry which will ensure the brand‘s competitiveness and awareness. The structure of this master thesis includes an analysis of the Czech condom market, together with evaluation of Ritex branding potential and market research. All parts of the structure are subsequently formed into the brand’s marketing strategy. The initial part of this work describes the theoretical knowledge about marketing strategy and marketing communication used by brands in terms of products perceived as socially sensitive or taboo in the society. In this thesis, examples include adult products as well as women’s intimate hygienic cosmetics. This thesis then defines the company, Ritex GmbH, and its condom brand - Ritex. The chapter comprises of the Czech condom market analysis, Ritex’s situational analysis and self-conducted research of consumer behavior and preferences in this market. Conclusions for this thesis are made based on results from consumer research together with evaluation of conducted analysis. Conclusion proposes marketing strategy for the Ritex brand and suggests recommendations to be carried out.