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CSR and its impact on brand image
Mičáková, Veronika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.
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New trends in marketing
Bartoň, Jaroslav ; Skokanová, Dagmar (advisor) ; Hejda, Martin (referee)
This thesis deals with influence and possibilities of using social networks in marketing and using relatively new phenomenon of "group buying" or "Tuangou" for marketing purposes. In the theoretical part the thesis deals with the description of these marketing channels and outlines possibilities of their practical application. The practical part of the thesis examines particular consumers, who are targets of these campaigns and their perceptions of marketing campaigns through mentioned channels. The research among consumers is done by an analysis of secondary data and by collection and analysis of primary data through questionnaires and interviews.
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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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Analysis of Starbucks marketing strategy
Justová, Eva ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on analyzing of the perception of Starbucks on the Czech market. The investigation on the Czech market is done through a questionnaire, part of the work are findings and recommendations to the brand. The work explains the concepts such as brand, branding, brand management and brand building. Last but not least, describes current trends in brand building.
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Analysis of marketing activities of the contruction company SMP CZ a.s.
Doksanská, Tereza ; Skokanová, Dagmar (advisor) ; Jech, Jan (referee)
This Bachelors degree work is focused on the marketing activities of a construction company. The work consists of two main parts: a theoretical and practical.The first part deals with general theoretical knowledge of marketing in the building industries and it's basic specifics. The practical part illustrates marketing activities of the construction company SMP CZ a.s., it evaluates it's internal and external environments, analyses the strenghts, weaknesses, opportunities and threats and it also focuses on it's marketing communication. Important part of the work is marketing research that shows investment opportunities of SMP CZ a.s. A kind of summary of the findings are practical recommendations for SMP CZ a.s.
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Analysis of the use of celebrities in marketing
Droščáková, Jana ; Skokanová, Dagmar (advisor) ; Vargová, Martina (referee)
The topic of the Bachelor Thesis is the advantages and disadvantages of celebrity endorsement in marketing. The work explains, firstly, the terms celebrity and celebrity endorsement in general and their appearance in different kinds of industry. Secondly, it describes the methods of selection of a particular celebrity to represent a brand and it also analyses different ways of their presentation together with both successful and unsuccessful practical examples. The work contains a brief look at the legal code concerning these problems and the prognosis of its future trend. The second part of the work is focused on the marketing strategy of celebrity endorsement of Nike brand. The aim of the Thesis is to either confirm or disprove the idea of the effectiveness of celebrity endorsement as a marketing strategy to promote a brand.
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Guerilla marketing as a new trend in marketing communication
Baraniaková, Júlia ; Skokanová, Dagmar (advisor) ; Podobová, Katarína (referee)
The goal of the bachelor thesis is to theoretically define guerrilla marketing as one of the new trends in marketing communication and to point out its advantages and disadvantages compared to traditional marketing communication. Moreover, the aim is to show its practical use on a company active on the Czech market (Nike CR) by individually interviewing its current marketing manager for CR and SR who explains the company's strategy in the field of guerilla marketing. Finally, the goal is to examine the brand awareness and attitude to company's guerilla activities among university students via a short questionnaire. The stated methods of research confirmed guerilla marketing as a popular trend often used by companies within their integrated communication strategy among other traditional and modern forms of communication.
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Repositiong and marketing comunications of Fatra brand
Pribilová, Petronela ; Skokanová, Dagmar (advisor) ; Kočner, Tomáš (referee)
The topic of the Bachelor's thesis is repositioning of the Slovak mineral water Fatra, which was inovated in terms of a strategy focused on a diametrically different target group in 2008. The document consists of two main parts, the theoretical one, which includes all the basic terms and their explanations, and then the practical one, which is a crux of the document. The thesis gradually analyze the "new" Fatra's marketing mix, where the main purpose is heading to a communication to a new customer, to the budget and media planning. There is also a questionaire attached at the end, which served as attestation of customer's perception of the brand and served either as the base to evaluate this step of the company and put down a koncept for improvement.
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