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Marketing importance of body image for generation Y
Barvínek, Jakub ; Koudelka, Jan (advisor) ; Hais, Libor (referee)
This master thesis deals with the determination of meaning of body image for generation Y. Its goal is to identify the perception of body image by young generation and compare this perception with body image which is communicated via commercial messages focusing Czech generation Y. In the theoretical part of this thesis there is a description of the evolution of beauty ideal, the impact of media on the perception of elements of body image and theoretical conception the role of body image for market segmentation. The analytical part of this thesis deals with the evaluation of communication using content analysis of commercial messages and description of posture of generation Y to the elements related to body image and lifestyle of the target group. The posture of target group is described by analysis MML -- TGI data. Based on results of this thesis it is possible to assess the importance of meaning of individual components of body image for target group of young people and interpret described data for purposes of market segmentation and marketing communication.
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Customer care in the company LEGO trading
Břoušková, Miroslava ; Halík, Jaroslav (advisor) ; Hais, Libor (referee)
This diploma thesis focuses on the area of customer care in the company LEGO Group Czech republic, especially concentrates on the recruitment of the customers and also on the increase of the frequency of customers. The theoretical part focuses on definition of the marketing mix, customer and their shopping behaviour, furthermore the thesis introduces the description and trends concerning the competition on the market. First sections of analytical part are devoted to introduction of the company LEGO, evaluation of the brand, economic overview, description of the customer, overview of portfolio and analysis of the competition. The main part is based on the data received from the own research, which results in description of current situation and especially in proposals for improvement on how to get closer to the customer.
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Analysis of communication mix of IKEA Česká republika
Wotřelová, Eva ; Koudelka, Jan (advisor) ; Hais, Libor (referee)
My bachelor thesis is focused on analysis of communication mix one of the leading furniture companies in Czech Republic -- IKEA Česká republika. This company has long history and high brand awareness among wide public. My first goal is to inspect theoretical basis of marketing communication, monitor furniture market in Czech Republic and describe the competition. My second goal is to analyse the communication mix of IKEA Česká republika and explore the perception of their marketing communication. After this I appraise these areas and suggest my own ideas and propose the improvement.
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Communication mix analysis - The Prague Public Transit Co. Inc.
Hais, Libor ; Koudelka, Jan (advisor) ; Dostál, Ivo (referee)
Práce je analýzou marketinového komunikačního mixu Dopravního podniku hl. města Prahy. Blíže je zaměřena na cílovou skupinu zahraniční návštěvníci, přijíždějící do Prahy. Vychází ze statistických dat příjezdů turistů, hledá, popisuje a řeší nedostatky v komunikaci s nimi. Cílem práce je najít vhodné řešení zlepšení situace, což je splněno návrhem informačního letáku, který bude přeložen a distribuován ve více světových jazycích.
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