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Analysis of Gucci's Luxury Marketing
Čaniga, Vojtěch ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The theoretical part of this bachelor's thesis deals with the ambiguity surrounding the definition of luxury and then systematically outlines its historical development against the backdrop of broader societal changes as well as the philosophical thought and related literary works of the time, from antiquity to modern times. Furthermore, it acquaints the reader with the concept of luxury brands, summarizes their distinctive qualities with the objective of creating a comprehensive overview of the characteristics that make up their essence or sheds light on their operating principle in the context of marketing. Moreover, it explores luxuriousness as their more qualitative and subjective facet through the use of models describing its perception by consumers in order to differentiate between luxury and non-luxury brands. Last but not least, it demarcates the luxury sector and examines the trends shaping the personal luxury goods industry. The practical part of this bachelor's thesis analyses Gucci's luxury marketing, focusing primarily on its marketing channels and tools, with the goal of finding out what lies behing the luxury brand's unprecedented success, following the appointment of Alessandro Michele and Marco Bizzarri in 2015, as well as ascertaining the extent to which the coronavirus pandemic...
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Role of new media in marketing communication of company Rohlík.cz
Vanka, Boris ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
Usage of new media, as well as the number of products sold online, is exponentially growing. Further, e-commerce accelerated by the pandemic of Covid-19 led to a boom of companies selling fast-moving consumer goods on the Internet. Based on these phenomena, the author decided to illuminate what role played social media in marketing communication of Czech online supermarket Rohlík. To understand that, the researcher conducted the qualitative and quantitative analysis. An interview with Junior Brand Manager plus additional data from other company's marketing representatives provided insight into the company. A survey method offered data from the recipients of the communication. Comparison of the results revealed specific information, such as which social media account is most favorite, the differences between customers and other followers of the company social networks, or the company's target group. Therefore, the analysis provided conclusions from which a specific recommendation revealed regarding how the company's communication via social media should look like in the future.
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Effectivity of advertising in different types of media in perspective of young media consumers
Sloupová, Barbora ; Koudelková, Petra (advisor) ; Ortová, Nina (referee)
The presence of social media, the growing base of their users and the time they spend on them fundamentally changes the process of media consumption before the emergence of Web 2.0. Instagram is one of these social networks, whose popularity is still growing. Another of the platforms, which was primarily created to connect people with each other and make it easier for them to communicate with each other, is now, thanks to its demonstrable potential to reach many people, an advertising space that advertisers use extensively. Social media has thus expanded the offer of advertising channels used so far to address the target publication, including lifestyle magazines. Together, these two types of media are the representatives of traditional and new media which are resemble each other for its type of content they offer. They both serve as an entertaining tool for the readers. The questions that this work seeks to answer are whether young users who were born or partially grew up in the digital age are beside being Internet users on a daily bases from an early age also readers of press, in this case, specifically lifestyle magazines. Second question is how they perceive advertising in both types of these media and which of these two is more suitable for advertising placement. Even though young people...
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The approach of Czech fashion designers to sustainability issues and their communication towards customers
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor thesis assesses sustainability within the fashion industry and identifies numerous ways in which sustainability can be achieved. Its aim is to define sustainability and sustainable fashion, to describe environmental, social and economic issues in this industry and to present the attitudes of a niche group of stakeholders, namely fashion designers. The thesis is divided into a theoretical and a practical part. The theoretical part considers various definitions of sustainability and applies them to the fashion industry. Furthermore, the research analyses how companies, fashion designers and fashion consumers can become more sustainable and what obstacles they face on this path. It also presents relevant models and strategies used for implementation of sustainability within fashion designing. The practical part evaluates interviews that were conducted with selected Czech fashion designers. These designers then describe their attitudes towards sustainability and explain the strategies that they actively implement to make their products more sustainable and ethical. A qualitative method was chosen for the research, as it helps to assess the attitudes and opinions from different angles, whilst allowing the study to receive answers regarding how and why designers see it this way.
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Marketing of FbŠ Bohemians and its influence on the popularization of floorball in the Czech republic
Dobisík, Jan ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
This bachelor thesis deals with the topic of marketing floorball in the Czech Republic. Floorball is still a semi-professional sport in the Czech Republic, so the thesis mainly focuses on activities that help the popularization of floorball in the country. The clubs and organizations in the country are aware of the rapid growth and untapped potential of the sport. Hence, they use several tools to not only popularize themselves, but also to bring floorball closer to the professional realm. One of these tools is marketing. Marketing is widely used by the research subjects of this thesis, the Český florbal organization and FbŠ Bohemians, a club author of this thesis is a member of. The thesis consists of an introduction of the basic concepts of marketing and sports marketing, an analysis and evaluation of the activities of the aforementioned subjects, and a quantitative research. The research uses a questionnaire survey to gather the views of FbŠ Bohemians fans on marketing activities and the overall communication of the club. In the conclusion, author evaluates not only the analysed activities, but also the very idea of conducting such research in the floorball environment and its limits. In addition to mapping the marketing efforts of the aforementioned to develop and popularize floorball, this...
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Comparison of market leaders and their direct competition with the primary focus on Alza.cz and CZC.cz
Veverka, Martin ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the direct competitors of leaders in various markets and their marketing strategies and practices. In the theoretical part, important factors of brands such as branding and positioning are discussed and these theoretical terms are interspersed with practical examples. The practical part then uses in-depth interviews and analyzes to describe the marketing strategy of CZC.cz, which it uses against its more successful competitor Alza.cz. The goal of the thesis is to find out whether profiling to the position of the second most successful company in a given segment is advantageous for brands and whether there are any connections between different industries and strategies.
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