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Sales support on the Internet focused on loyalty programs
Pelikánová, Iva ; Sedláček, Jiří (advisor) ; Průša, Přemysl (referee)
Bachelor's thesis deals with the marketing instrument "sales support on the Internet", which popularity has significantly risen in last few years. The major part of the thesis is focused on loyalty programs. The aim is to assess whether the Internet is appropriate tool for sales support. Additonal goals are: to analyze the various forms of sales promotion, to demonstrate it on practical examples, to assess the extent of their use and to consider their potential. Closer analysis will focus on loyalty programs, their trends in Internet network and evaluation of specific companies program's effectiveness, whether they operate on the Internet or not. I will also introduce aims and assumptions of success of loyalty programs. For the partial objective I chose analysis of open loyalty program Sphere card. Based on this analysis, I will evaluate its strengths and weaknesses and possibly give suggestion for improvement.
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Comparison of B2C loyal programs of retail chains in the segment fashion and sport in the CR
Sekerková, Adéla ; Průša, Přemysl (advisor) ; Hynek, Pavel (referee)
The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill.
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The loyalty program as a tool to support sales in B2B markets
Hrubešová, Kateřina ; Vávra, Oldřich (advisor) ; Votruba, Václav (referee)
This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client relationships.
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Loyalty programs for children and their influence on children’s behavior as a consumer
Gruberová, Anna ; Ryšavá, Monika (advisor) ; Pešek, Ondřej (referee)
The loyalty programs are objection of this bachelor thesis. It emphasizes their importance, advantages and describes under what possible form they can appear. In the theoretical part there is introduced their placement in marketing mix. The practical part is focused on loyalty programs which are determined to children. There are also specific examples of loyalty programs. The aim of this thesis is to determine how much are children affected by them and how they gain information about them. This is examined by a questionnaire that was administered to children attending a primary school. In the conclusion there is summarized substantial information and gained results
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Loyalty Program for Retail Chain Tesco – Clubcard
Laštovičková, Lucie ; Postler, Milan (advisor) ; Szabo, Peter (referee)
This thesis deals with loyalty program of retail chain Tesco -- Clubcard loyalty program. The thesis is divided into two parts. The first part is focused on terms explanation -- e.g. marketing and commercial communication, sales promotion and it's techniques and also loyalty and loyalty programs itself. The beginning of practical part firstly describes current trends on the retail market. The following competitive analysis of retail chains is focused on loyalty programs. Next part deals with Tesco company and it's Clubcard loyalty program. The main contribution is represented by marketing research focused on Tesco customers's opinion about Clubcard program.
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The influence of loyalty programs on customer´s loyalty with a focus on branded clothing stores
Běhounková, Klára ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
This bachelor statement deals with the influence of loyalty programs on customer's loyalty with a focus on branded clothing stores. It defines a customer, his behavior, decision-making process and his loyalty to a firm. Also it defines marketing communication with customer,sales promotion, loyalty programs including species and benefits. It states specific loyalty programs Blažek, Reserved, Orsay, Marks&Spencer a S. Oliver. Final part evaluates the research of loyalty cards and their usage of final customers.
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Frequent Flyer Program of Air France-KLM and its Communications
Georgievová, Jitka ; Mikeš, Jiří (advisor) ; Štědroň, Bohumír (referee)
This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.
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Loyalty programs focusing on OK Plus
Fléglová, Helena ; Skokanová, Dagmar (advisor) ; Štědroň, Bohumír (referee)
The bachelor thesis focuses on one of the tools of sales promotion, namely loyalty programs. These as the only ones able to create a strong connection between the company and the customer while reducing the amount of their losses to a minimum. The means to achieve the specified goals is a wide system of benefits for the members. As an example of the working environment the Czech Airlines OK Plus loyalty program is explained more in detail. This program, after many years of development, became the synonym of a successful loyalty program.
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Efektivnost věrnostního programu na příkladu vybraného předního výrobce střešních oken.
Vlková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to analyze the loyalty program of the company Roto stavební elementy s.r.o. The work is divided into three chapters. The first chapter deals with the marketing and commercial communications, describes the various forms of commercial communications. The second chapter focuses in detail on sales promotion as a form of commercial communication. Most attention is devoted to loyalty programs. The third chapter introduces the company Roto, its product portfolio and loyalty program. The chapter also includes evaluation of the effectiveness of the program based on four key indicators and a few suggestions for improvements. The conclusion summarizes the results of the analysis.
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