National Repository of Grey Literature 5 records found  Search took 0.00 seconds. 
Marketingová Strategie YouTube v České republice
Hurychová, Andrea ; Král, Petr (advisor) ; Tisovski, Marija (referee)
The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed.
Repositioning značky Frisco
Klimešová, Nikola ; Král, Petr (advisor) ; Tisovski, Marija (referee)
The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.
Innovative Marketing Trends as a Response to the Changing Consumers
Keskin, Kaan ; Král, Petr (advisor) ; Tisovski, Marija (referee)
In recent years, innovation and the subsequent technological advancements have gained significance in shaping consumer behavior to a disruptive extent. Especially with the advancements in mobile technology, consumer behaviors shifted towards an elevated expectation of mobility and increased interactivity. Marketers who seek a better degree of access to the consumer market and provide customer satisfaction needed to adopt new tools and methods in communication, which would align with their target groups more effectively. Mobile marketing emerged as an innovative technique that is based on and driven by this change in consumer behavior; therefore it is necessary to evaluate the effectiveness of its approach and implementation. In this light, this research paper employs a quantitative approach based on the results' analysis of an online survey conducted by the Author of the thesis, aimed at testing whether there is a strong correlation between mobile marketing efforts and customer satisfaction. Consequently, one can conclude that the same mobile devices that serve as convenience for consumers, serve as an effective channel of communication for marketers, whereas with an integrated approach where other components of the marketing mix support mobile content, the likeliness of attaining consumer satisfaction is higher.
International Distribution as Communication Tool: What builds Experience and Value Creation in the Luxury Retail Setting?
Tisovski, Marija ; Machková, Hana (advisor) ; Zamykalová, Miroslava (referee) ; Přibová, Marie (referee)
The thesis argues that the distribution formats can be significant strategic communication and differentiation tools for luxury brand and that the intangible determinants within the space can provide balancing link between company trying to manage its brand expression and consumers search for the meaningful experiences. The dissertation uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. This ensures a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. The aim: To explore conceptually the nature of value creation and how the relationship gets between a retailer and customer translated and communicated by a means of store, also to identify the key determinants for the value creation within the formats while looking at which levels it brings to ability to co - create the experiential value with consumer. Method: The two primary methods used are: in-depth, semi-structured interview with professionals or key informants and field notes in ethnographic context with a sample of 52 international marketing students. The secondary data collection draws upon extensive, relevant and significant academic literature review including books, professional journals, online resources, etc. Findings: The work identified two value drivers: Symbolic Desire and Exclusive Excitement. Excitement and Desire were found to be the main emotions to trigger the consumer within the luxury setting and to translate a product into service or experience of a kind. Second, research identified the two experiential prospects of: Become and Belong. These show all the way the interaction builds and develops to immerse the customers in a branded world and experiences. As a result the thesis suggests two new approaches; Experiential Value Co-Creation and In - Store Typology. Such orientation offers an outline for adjusting the service and mapping the generic groups of luxury consumers. Moreover, in-store experiential typology offers four types of spaces and/or segments within the setting: Expertise, Exclusivize, Aspirational and Popularize.
Compability of luxury and the concept of simple living
Soukupová, Barbora ; Machková, Hana (advisor) ; Tisovski, Marija (referee)
Is luxury consumption incompatible with simple living? ... or not? For most of the people the question and the answer are obvious. On the first sight, it seems that there is no compatibility at all. How can luxury that is often connected and used as a synonym for opulence, excessive useless things and so on be even placed in one sentence with such a frugal concept as simple living? The purpose of this thesis is to define the framework and the issues that arise when putting the two concepts together. The findings of the thesis can be treated in deeper research that can follow and be inspired by this thesis. In order to prove and explain the analytical part, the findings are applied on real life examples. The theoretical part defines what luxury is, what its specific attributes are and why it stands apart from the "traditional" marketing approach. What is more, the impact of internalization and globalization on the luxury products and services is particular and cannot be treated in the same manner as for the mass consumption brands. The second analytical part treats the concept of simple living, the common misunderstandings and the philosophy of the concept. The two concepts are then put together in order to search for some for the points in common and the incompatibilities. The last chapter is dedicated to a practical illustration of the theory stated. Five star spa hotel and forest retreat Chateau Mcely is used as an example of luxury meeting simple living in some areas. The hotel is briefly introduced starting with the history of the building and then the modern history of the today's hotel after it was acquired by the actual owners, Inéz and James Cusumano. The mission statement and the principal idea of the project are detailed same as is the marketing mix of Chateau Mcely. And finally, the sustainability and ways of creating it are presented in order to underline the symbiosis of luxurious hotel and simple living, at least in some domains.

Interested in being notified about new results for this query?
Subscribe to the RSS feed.