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In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.
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Valorization of CSR activities of Plzeňský Prazdroj Ltd.
Řezáčová, Natálie ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with the evaluation of CSR activities of the company Plzeňský Prazdroj. The thesis defines the concept of Corporate Social Responsibility, as well as its segments. Furthermore, it covers the critique of CSR. It further focuses on defining stakeholders and therir segments. Subsequently the thesis focuses on CSR in controversial industries, as well as on the overal public perception of CSR. In the thesis there are also stated curret activities of Plzeňský Prazdroj, which include responsible consumation and communication of alcohol beverages, community support, responsible development and CSR within the HR. These activites of Prazdroj are subsequently evaluated based on the suggestions stated in theory. Such recommendations include usage of less salient activites, avoiding strategic dilema, transparent communication and integration of CSR into management strategies. Prazdroj does not meet the first three ciriteria completely, the fourth criterion is, however met entirely. To validate these suggestions a social experiment was arranged. The experiment was performed in the form of a quantitative questionnaire, while the independed variables were changed. The respondents were randomly divided into four groups, each of which reacted to different variant of the questionnaire. Two...
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Redken brand strategy - transition from B2B orientation towards B2C strategy
Lacková, Karina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main topic of this thesis is the modification of the Redken brand strategy from B2B to B2C orientation. Within the theoretical part, the current beauty market is primarily examined. The most important factors influencing the cosmetics industry are identified, such as the Covid-19 pandemic, the online space of social networks and e-commerce, or current social trends influencing shopping behavior such as the Clean beauty trend or the Self-care trend. Theoretically, the B2B and B2C market and their differences are further defined. The process of creating a strategy and its individual steps are also presented. Last part of the theoretical section is the definition of the Redken brand, its history, values and branding. The practical part includes qualitative research in the form of in-depth individual interviews with respondents from the managerial and hairdressing spheres. The analysis further consists of external environment analysis named PESTLE, customer segment analysis, competition analysis, and SWOT analysis. Based on the obtained primary and secondary data, a strategy is prepared in the form of a tactical annual plan. This plan consists of specific sub-steps, which are set in four quarters and six cycles. The prepared strategy takes care of the compliance of current branding and brand values...
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A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor thesis is to determine the success of the Czech Center in New York in public diplomacy and nation branding. The thesis is divided into 5 parts and a conclusion. The main objective of the thesis was to find out the mission of the Czech Center and then to follow this up with research on whether it is successful in its activities. The thesis notes the development of the Czech Centers in general and the specifics of center in New York, then discusses the economic situation. Mainly the thesis notes what the most important activities of the centre are. I worked with sources from the Czech Centrers directly (interviews with the Director General of the Czech Centres and the Director of the Czech Center in New York), as well as with professional literature or news reports. A large part of the work also consists of research. There I found out from both Czech and American respondents what they would like to see in at a Czech Center. Then, by comparing these results with other information found, I can say whether the Czech Center in New York is effective and add short recommendations for their communication.
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How has the Covid-19 pandemic changed the communication of universities in The Czech Republic?
Cerhová, Anna ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis aims to analyse the development of communication of public universities in the Czech Republic over the years. The thesis focuses on the period before the Covid-19 pandemic, during the pandemic and then analyses the changes in communication after the pandemic. The aim of the thesis is to identify the tools that universities used in crisis communication and their impact on contemporary communication. Key research questions include discovering how universities communicated, whether they were forced to adopt new communication strategies, and whether they intend to continue these new communication trends. As part of the research investigation, the thesis examines communication on social media through content analysis and then verifies how the target group perceives the transformation of communication through a questionnaire survey among students. In a broader perspective, this thesis aims to highlight the importance of crisis communication of public institutions and to suggest possible solutions that could contribute to more effective communication.
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Vaccination as a communication challenge: an analysis of the arguments and factors influencing its (non-)acceptance
Hájková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
This diploma thesis deals with the negative phenomenon of refusing vaccination,the declining vaccination coverage, and the return of infectiousdiseases which are preventable by vaccines. This is an international phenomenon which was identified by the World Health Organization in 2019 as one of the top ten threats to public health. The topic of rejection and hesitation in vaccination is a complex issue which is influenced by many factors. These include,for example, the media environment, geographical and financial barriers, historical influences, personal experience, health literacy, risk perception and many more. Failure to adopt immunization programs is a collective, not individual, public health problem. It is therefore necessary to map these factors and to analyze the arguments against vaccination which prevent its adoption. The thesis contains a brief mapping of the history of refusal of vaccination, elaboration of a comprehensive set of factors influencing the acceptance of vaccination, analysis of selected arguments against vaccination, and finally, a summary of knowledge for creating strategies for adopting immunization programs.
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Change of strategic communication of the capital Prague in the field of tourism in connection with the effects of overturism and Covid-19
Kmentová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the presented diploma thesis was to find and interpret key elements of the change in strategic communication of the Prague capital city implemented through its official destination management organization Prague City Tourism, Ltd., and to analyze the style and direction of communication in 2016-2019, when the wave of overturism grew not only in the Czech capital, but also on an European scale, and communication after 2020, when a new Conception of inbound tourism of the Prague capital city was created in cooperation with the destination management organization Prague City Tourism, Ltd. The theoretical part deals with the definition of strategic communication with a specific focus on the tourism industry. The practical part is focused on the reasons that led to the decision to change the strategic communication of the Prague capital city in the field of inbound tourism, so that it becomes sustainable in the years to come. Furthermore, the results achieved with the launch of initial projects, which are to lead to the stabilization of domestic and foreign tourism in the Prague capital city, so that residents, business subjects and the city can benefit from them.
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Czech internet literary criticism
Kučera, Štěpán ; Kraus, Jiří (advisor) ; Klabíková Rábová, Tereza (referee)
This diploma thesis surveys Czech literary criticism on the internet and its relationship towards the printed literary criticism, or generally, the relationship between new and traditional media. I define what "Czech literary criticism on the internet" can mean and describe its situation in 2009. I created an imaginary central line going from the terminal of traditional media to the terminal of new media. I lined the websites from the ones tightly connected to the traditional terminal (e. g. web magazines) to the ones in the purely "net terminal" (e. g. discussion servers). I found important projects there that exist in the periphery of Czech literary life (as reflected by the traditional media). Then I asked members of the web projects to fill in a short questionnaire focused on the literary criticism on the internet and its relationship to the culture of traditional media. Also, I posed the same questions to Czech book publishers as representatives of the traditional culture. I found out that the publishers' relationship towards the new media critics is "slightly optimistic" but at the same time ambivalent and distrustful. On the other hand the survey among members of web projects revealed that for these people the internet publication is as valid as a publication in printed media but still they are aware...
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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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