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Master´s Thesis Evaluation by the Supervisor

Title of the Master´s Thesis:

Price Promotion Elasticity and Profitability: Case Study of Hair Care and Coloration Market in the Czech Republic

Author of the Master´s Thesis:

Andrii Ponomarenko

Goals of the Master´s Thesis:

To identify brand and category characteristics which drive price promotion elasticity and profitability; To analyse profitability of price promotions of a selected manufacturer in a given product category.

Evaluation:

Criteria Description Max.

points

Points

Content 70%

Output Quality The author chose a very complex and demanding topic, which could be appropriate for a doctoral thesis. However, he handled the subject very well.

The outcomes are clear and relevant for both the academicians and

practitioners. From the theoretical point of view, the author supported some of the previous studies' findings (for price promotion elasticity) and even brought some new results that have not been sufficiently explained in the marketing literature so far (for price promotion profitability). From the practitioners' point of view, the author's findings can be applied by the manufacturer in practice.

20 19

Goals The goals of the thesis are evident and accomplished. The author sets 7 plus 7 hypotheses (see p. 26 and 29). The whole thesis is organized appropriately

around those goals. 10 9

Methodology: The author analyzed 642 weekly observations (for price promotion elasticity) and 231 observations (for price promotion profitability) of price promotions in the context of the Czech hair care and coloration markets. ANOVA was used to analyze the data. The generalizability of the findings is limited to these two product categories – this limitation is mentioned by the author.

20 18

Theory/

Conceptualization:

The quality of the literature review is high. The author uses many important academic sources and works with them appropriately. He proves an in-depth

understanding of the topic. 20 19

Formal requirements 15%

Structure: The thesis is logicaly structured. It forms a logical whole.

3 3

Terminology: Terminological level of the thesis is appropriate.

4 4

Formalities: Formal requirements are fulfilled.

4 4

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Citing: The quality of citations is appropriate.

4 4

Delivery 15 %

Presentation document:

Is the presentation itself structured in a clear way? Is it appealing and easy to

follow? Does it convey the message efficiently? 5

Presentation skills:

Are you conveying the message efficiently and timely? Do you use

appropriate words, speed, tone of voice, gestures, movement etc. to express

your thoughts in a clear manner? 5

Argumentation: Are you able to readily and briskly react to questions or comments? Are you able to explain unclear parts and connect comments to relevant places in your presentation or parts of particular analyses? How well are you able to defend to your ideas and recommendations?

5

100 0

Other comments:

This thesis is focused on an essential and demanding topic of price promotion effectiveness, which is of crucial importance, especially in the current FMCG markets. I appreciate that the author focuses not only on price promotion elasticity but also on price promotion profitability, which has not been sufficiently described in the academic literature (probably because of the low interest of manufacturers to share data on their products' profitability). In my opinion, the thesis is above the standard level of a master thesis at our school. The author realized a persuasive literature review; he proposes several clear hypotheses (which stem from the literature review and research gaps); the analysis is appropriate (for the level of master thesis); the structure of the thesis is logical and meets the formal requirements, and last but not least the thesis brings several interesting findings (both from the academic and practitioners' points of view). I recommend the thesis for defense and propose a grade of Excellent.

Questions or comments to be discussed during the thesis defence:

1) What is the share of sales in non-promoting vs. promoting weeks? 2) What would happen if the percentage of promoting weeks lowered? Which effects on sales and profit would you expect? Why? 3) Would you

recommend reducing the investments into advertising and in-store promotion (from both short-term and long- term perspective)?

The name of the Supervisor:

Doc. Ing. Miroslav Karlíček, Ph.D.

The employer of the Supervisor :

Department of Marketing, VŠE

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