National Repository of Grey Literature 123 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
Marketing communication of Restaurants in a Small City
Duchoslav, Jakub ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Running a restaurant in the Czech Republic is not simple. There are many issues regarding gastronomy industry like too much bureaucracy or lack of skilled staff. The Czech Republic is also one of the most competitive countries in Europe in relation to numbers of restaurants per capita. This bachelor thesis is focused on marketing communication of restaurants in a small city called Neratovice. It is a non-tourist city with a lot of people commuting to work or school. Therefore, local restaurants have to reach and take care of a relatively steady clientele. I chose five restaurants from this city. With owners I did semi-structured interviews about their promotions and how they spread a word about their business. I analyzed the results and used them to write this thesis. I use a marketing mix to introduce the topic and describe what it means to run the restaurant. The core of my thesis is last P - promotion. For that reason I use a communication mix as an outline for describing both theoretically and practically communication activities of each restaurant. In conclusion I review individual restaurants and sum up their promotions.
Phenomenon of clothes reselling and communication tools used there
Kačírek, Matěj ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
Tato bakalářská práce se snaží zmapovat fenomén přeprodeje tenisek a značkového oblečení a s ním spojeného podnikání. Práce je rozdělena na tři části. První část zkoumá kořeny tohoto fenoménu, historii značek, jejichž produkty se přeprodávaly jako první a dnes stále tvoří majoritní část přeprodejního trhu. Rozebírá, jak se do této pozice dostaly a jaké zásadní momenty vedly k vytvoření dnešní podoby trhu. Ve druhé části jsou popsány nejvyužívanější kanály nákupu a prodeje přeprodejního zboží. V poslední, praktické části, je vytyčeno jedenáct hypotéz týkajících se různých aspektů podnikání v oblasti přeprodeje. Ty jsou následně potvrzeny nebo vyvráceny pomocí analýzy odpovědí předních českých přeprodejců a sběratelů tenisek a oblečení, se kterými byly provedeny kvalitativní rozhovory.
Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
Corporate culture of social enterprises
Nguyen Chinh, Cong ; Koudelková, Petra (advisor) ; Klimeš, David (referee)
Social enterprises are entities that combine the philosophies, operations or strategies of both the non-profit and for-profit sector. They aim to have an impact on society while ideally incorporating a business model that ensures financial sustainability and ability to reinvest their profits to maintain growth. These goals might be conflicting in the long-term when the organisation has to make decisions on whether to priorities impact or profit. Such organisational model should have implications on the personnel in terms of management, organisational relationships and psychology. Thus, the focus of this thesis is to examine the corporate culture of two social enterprises and to study the organisations' environment and the social actors, where the main objective is to explore this topic and discover common themes that arise during the research. The literature review outlines several different conceptual approaches to social enterprises. Afterwards, the theory of corporate culture is presented, including models depicting elements that characterise different types of cultures and variables that make the corporate culture of social enterprises unique. In the empirical part, six in-depth semistructured interviews were conducted with the aim to search for common attributes. One case includes observations...
Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
Factors influencing customer experience in context of new format retail stores
Brišová, Jana ; Koudelková, Petra (advisor) ; Jesenský, Daniel (referee)
The bachelor thesis "Factors influencing customer experience in context of new format retail stores" is focused on in-store customer experience phenomenon and on factors companies use in order to influence customers' purchasing behaviour and their decision-making pro- cesses. The theoretical part of the thesis explores, reviews and presents the theory on customer experi- ence, customer experience management, in-store customer experience and customer's internal responses to the marketing stimuli (cognitive, affective and physical) and customer's social interactions with other actors present in the retail store. By conducting a survey in a chosen new format retail store, the empirical part of the bachelor thesis then reviews the situation on the Czech market. It examines reactions, emotions, sensations and attitudes towards the retail shop- ping environment and subsequently analyses whether customer's loyalty is influenced by the character of those reactions.

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