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Communication Strategy Development of LaFormela Brand from the Establishment until Today
Novák, Šimon ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
1 Annotation The bachelor thesis "Communication Strategy Development of LAFORMELA Brand from the Establishment until Today" focuses on the analysis of communication strategy development of a Czech brand, LAFORMELA, founded in 2010 and currently led by a designer duo - Miroslava Kohutiarová and Antonín Soukup. The main objective of the thesis is to analyse communication tools that the brand started using over the analysed period between 2010-2018. The author of the thesis critically reviews all the used tools and proposes several improvements that could make usage of the tools more effective. The thesis consists of five chapters. In the first chapter, the author focuses on the definition of fashion and fashion marketing. The second chapter is dedicated to the marketing brand theory and its application on the LAFORMELA brand itself. In this chapter, the author presents its aspects and connects them with a SWOT analysis and an EFE matrix. In the third chapter, the author studies the brand's marketing mix. The fourth chapter is focused on the communication strategy. The author also defines particular communication tools, critically reviews them and specifies several milestones, which are in his opinion, significant in the brand's history. In the last chapter, the author examines results of the content analysis,...
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Marketing communications of the brand Dermacol on the Czech market in the years 2010-2012
Krulišová, Eva ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis describes the marketing communications of the Czech cosmetics brand Dermacol from 2010 to 2012. The author provides information about the brand itself and its proprietor, the company named Dermacol, plc. The work also deals with the market positioning of the brand and analyses its main and secondary competitors. The next part of the thesis includes description of the brand's marketing mix, generally known as the so-called 4Ps (product, price, place and promotion). It pays close attention to the communication mix, including the print advertisements, forms of direct marketing (electronic newsletters), sales promotion techniques (discounts, gifts, samples, competitions, loyalty programs etc.), public relations (especially media relations, sponsorship and donorship), trade fairs and exhibitions or on-line communication (official web sites, communication via Facebook and on-line WOM). The final part of the thesis focuses on the linguistic analysis of the chosen print ads, which appeared in the relevant media such as women magazines in the period 2010 to 2012. The analysis primarily aims at the verbal and nonverbal aspects of communication.
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Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012
Mašková, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012" deals with the event marketing as a tool through which selected luxury fashion brands (Dolce & Gabbana, Hermès, Louis Vuitton) on the Czech market communicate with their customers. First, the thesis defines the essence of event marketing and its position in the marketing communications mix. Subsequently, it indicates the main aspects of the luxury sector and characterizes the basic principles of the event marketing activities that are carried out in this area. The thesis describes selected events and than using comparative analysis reveals their obvious and latent intentions, on the basis of which each brand seeks to attract the target audience and convey unique and emotive experiences. The whole thesis points to the fact that the luxury fashion brands, which are mainly based on traditional and historical value, are able to effectively communicate with their customers through the communication tool that is considered as a modern, innovative and progressively growing part of marketing communications.
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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign
Pospíšilová, Andrea ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The bachelor's thesis "Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign" discusses the problems of marketing communication and the positions on the market of five selected sport-luxury brands with the concentration on the campaign Mestri di Sci of the brand Vist for the season 2012/2013. The term "sport-luxury brand" is delimited in the first half of the thesis and the sample of five ski brands (Bogner, Descente, Sportalm, Vist and Kjus) is chosen on its basis. These brands will at first undergo the analysis of the positioning within segments of luxury, sport, lifestyle and then they will undergo the description and mutual comparison of the applied marketing activities. The other half of the thesis is concerned with the campaign Maestri di Sci of the brand Vist. The visual aspect of the project will undergo an elaborate analysis founded on a semiotic analysis. Subsequently, the previous campaigns of the brand Vist are introduced as well as a visual characteristic of the rival ski brands, and at the same time both these realms will submit a comparison with the campaign Maestri di Sci.
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Interpretation of the Term Packaging Using the Apple Brand as an Example
Ducháč, Aleš ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Interpretation of the term packaging using the Apple brand as an example" is divided into two parts which are closely mutually linked. The first, theoretical part, describes the history and evolution of product packages from their early beginnings up to the present. Packages initially mostly fulfilled their original protection function which aimed to safely transport various goods and to preserve the quality of food. Today, the operational range of wrappings, or packages so to speak, increased and a new term, packaging, is being used to represent all its aspects. While retaining high protection standards, packaging must also serve as a tool for promotion and differentiation. With regard to the importance of this phenomenon for contemporary marketing, I added an analysis of the term and its inclusion into the marketing mix, which serves as a summary of the basic marketing principles, to the first part of the bachelor thesis. The second part focuses on the demonstration of complexity and importance of packaging in practice as a full-valued marketing tool. To show the right usage of this tool in all its realms of significance I chose a well known American company called Apple Inc. which develops and manufactures various software applications and electronic devices.
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