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Promotion company HET
Sokolová, Kateřina ; Vokáčová, Lucie (advisor) ; Šímová, Markéta (referee)
The main objective is to evaluate consumer actions of HET company, which operates on the Czech market in the production and sales of exterior and interior colors. In the theoretical section briefly explains the basic issues of strategic marketing, marketing environment and identify of market segment. Comprehensively describes the marketing mix and marketing communication, which is the base for the practical part. The practical part analyzes the campaing in her creation, development, promotion and evaluation. The impetus for it is layout was to create a businnes-marketing plan and it is campaign was created with specifically defined aims which were fulfilled. That would help the company meet specific goals. Through the campaign, we managed to increase sales of specific products involved in the action, to increase the market share of these products on the Czech market, expand the popularity of the brand among end HET and deepen business cooperation with retails.
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