Development of the Nest Kind Brand

In the theoretical part of the diploma thesis, they first defined what a brand is, what brand identity is, what benefits and role a brand has for the owner and consumer, and what its role is in general – They described the company Nest Kind. The company sells organic cosmetics, natural toys, organic supplements, care products, organic food, home products and energy products. In market segmentation, they enquired about the gender, age, income and education of respondents who answered in the survey that they would buy one of the Nest Kind products. They presented three Nest Kind brand products and enquired about satisfaction with the price and packaging. They were interested in whether the respondents would buy any of the products, and the reasons why (not).

Problem

In the theoretical part of the diploma thesis, they first defined what a brand is, what brand identity is, what benefits and role a brand has for the owner and consumer, and what its role is in general – They described the company Nest Kind. The company sells organic cosmetics, natural toys, organic supplements, care products, organic food, home products and energy products. They described the characteristics of organic, natural and conventional cosmetics.

They then presented several certificates for organic and natural cosmetics. They envisaged three potential customers and described their characteristics and the problem they wish to solve through purchase.

Solution and Method

In market segmentation, they enquired about the gender, age, income and education of respondents who answered in the survey that they would buy one of the Nest Kind products. They briefly described what a marketing strategy is, what the role of strategic planning is, and what the planning process is. In the practical part, they presented two strategies with which the Nest Kind brand could achieve higher recognition.

In the final chapter, they analysed the research. In the first set of questions, they focused on the purchasing habits of respondents. They were interested in how often they buy cosmetics and how much they spend on it annually.

They were also interested in which shops their respondents shop in, whether they prefer to buy ** physically or online, where respondents ** follow advertisements, and whether they believe that products from recognisable brands are better. They also asked how important respondents consider price, packaging, organic origin, brand recognition and product quality to be. They were also interested in whether they use natural cosmetics at all and which brands of these they know.

In the second set of questions, they asked how many respondents know the Nest Kind brand, which of their products they would buy, and how many euros more they are prepared to pay for an organic product.

Results

They presented three Nest Kind brand products and enquired about satisfaction with the price and packaging. They were interested in whether the respondents would buy any of the products, and the reasons why (not). Based on the findings from the research, they later also determined whether their hypotheses could be confirmed or refuted.