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Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
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Blending of media and marketing content on the example of Ambiente Restaurants company
Červenka, Jan ; Láb, Filip (advisor) ; Halada, Jan (referee)
This thesis deals with the blending of journalistic and marketing content on the example of Ambiente Restaurants, namely its corporate blog Jídlo a radost which was created in 2015 primarily for promotional purposes. The main aim of this thesis is to find out what procedures in the editorial of the Jídlo a radost blog editor uses, where the editors of the blog get information and whether their editorial routine is comparable to that in the classical publishing houses. At the same time, the work examines who the blog readers of Jídlo a radost are, how they perceive the content that Ambiente Restaurants publishes, whether the Jídlo a radost blog is for them the primary source of information about gastronomy and whether they trust the information from the blog. The practical part of this diploma thesis contains mixed research, which uses two research methods. The first is a quantitative method of questionnaire survey, in which readers of the Jídlo a radost blog readers were asked. The second is a qualitative method, namely a semi-structured interview with Ambiente Restaurant's communications manager Sarka Hamanova. Data from the research of were used to answer the five main research questions.
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Communication strategy of the company Ambiente in 2012-2017
Kučerová, Vlaďka ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis is focused on the description of the communication of the gastronomy company Ambiente restaurant, which includes over twenty different restaurants all over the Czech Republic. The reason I chose Ambiente restaurants is that they have an internal marketing department that takes care of all brands. This is one of the few local gastronomic establishments that use the methods of marketing communication and public relations in our country. Structurally, the thesis is divided into a theoretical and practical part. The theoretical part firstly contains a general characteristic of important marketing concepts. Specifically about the terms such as public relations, personal public relations, marketing communication, branding, social networking, content marketing and not very well-known food marketing. Secondly, the work is about the history and the present of company. The following chapter is devoted to Czech and foreign competition. There are more of the examples of Czech competition, because the competition is often equal to one business, not to whole concept. I mention just one foreign competition the model of the New York restaurant owned by David Chang, who has opened over twenty different restaurants over the past twenty years, as well as the owner of Ambinete restaurants, Tomáš...
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Chef as a brand and his marketing communication
Císařová, Lucie ; Maxa, Martin (advisor) ; Klimeš, David (referee)
The main topic of this bachelor thesis is introduction of the chef as a brand and his marketing communication. The aim of the thesis is to compare communication of two best chefs and to find a suitable communication mix using expert interviews, which has ensured a strong position on the gastronomic scene and media acquaintance for the beginning chefs. In theoretical part, the author deals with the related terms from marketing and PR, which are fundamental for the thesis. The author also describes historical development of gastronomy in the world and in the Czech Republic. In practical part, the author analyzes and compares the communication activities of Czech chef Zdeněk Pohlreich and British chef Gordon Ramsay. This part focuses on chef's approach not only to offline communication, but also online communication that includes, for example, social networks, events or branding. At the end there is worked up a successful formula of communication, which has been created thanks to expert interviews with leading Czech chefs, such as Ondřej Slanina, Jan Punčochář and Roman Vaněk.
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Blog as a tool of company´s communication mix
Pospíšilová, Pavlína ; Pešek, Ondřej (advisor) ; Brázdil, Stanislav (referee)
This bachelor thesis deals with blog as one of the tools of company´s comunication mix. Special attention is paid to influencer marketing which bloggers are part of as essential opinion leaders. Significant part of the thesis is dedicated to the collaboration between companies and bloggers, mainly content marketing as the most common form of these collaborations. The main goal of this bachelor thesis is to evaluate the use of these collaborations as a part of company´s communication mix. The teoretical part contains many important observations which are referenced at the practical part. The sources of the theoretical part are specialized books and electronic sources. The practical part is made of qualitative interviews with bloggers and quantitative questionnaires completed by blog readers.
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Analysis and design of the online marketing strategy for the company AQT.sk
Múdry, Daniel ; Průša, Přemysl (advisor) ; Veleba, Karol (referee)
The diploma thesis deals with the online marketing strategy and online activities of the company AQT.sk. The aim of the thesis is to analyze this strategy, individual tools and activities that the company uses and to propose further steps to improve the performance and efficiency of online marketing as a component of the communication mix. Theoretical part briefly describes the development of online marketing and at the same time presents in detail individual online marketing tools and their possibilities. In the practical part of the thesis is processed situation analysis, which is focused on the market, competition and customers of AQT.sk. The main part of the thesis is the analysis and evaluation of its current online marketing activities, followed by proposal of a new online marketing strategy based on the See-Think-Do-Care framework with specific recommendations for individual online channels.
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Inbound marketing of Garmin company on the Slovak market
Sladká, Petra ; Lhotáková, Markéta (advisor) ; Čajovská, Janka (referee)
The objective of the master thesis is to analyze the effectivity of inbound marketing strategy used by the company Garmin on the Slovak market. The theoretical part first maps out the main characteristics of this new marketing approach and then compares it to the traditional one. The practical part includes introduction of the company Garmin, its products and marketing activities. The main part of the thesis is then focused on the analysis of the strategy and its future potential. The conclusion includes an evaluation and suggestions for improvement.
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Facebook communication design for Zumba instructor
Sverlov, Anton ; Pešek, Ondřej (advisor) ; Koudelka, Jan (referee)
The main aim of this Bachelor's thesis is to design communication on the Facebook social network to reach potential customers on the example of specific Zumba courses with a minimalist budget. This thesis describes the advantages and disadvantages of social networks as a communication channel, here are some suggestions how to prepare communication on social networks using Facebook as an example, there are also described the tools, which are offered by Facebook, for marketing communication. In the practical part of the work there is: proposed content strategy, content itself and other ways of oneself's promotion for the facebook page of the Zumba instructor. This proposal is based on a research of competition communication, study of the current facebook communication of the page and the analysis of the target group. The conclusions might be helpful for communicating on Facebook to small projects, start up projects and personal brands that tend to use free of charge tools, and are the creators of their site content.
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Mgazine active beauty as an effective toll of marketing communication
Orgoníková, Daniela ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This thesis is focused on communication efectivness of the customer magazine active beauty within the framework of communication activities dm drogerie markt company on the Czech market. In the first part based on theoretical resources the role of customer magazine is defined and supported with real examples. The aim of the thesis is to find out whether the customer magazine is an efective tool of marketing communication of the company. As a main method the descriptive analysis is used along with competition analysis and questionare survey. The findings are formulated as recommendations for future improvements and development of the magazine in order to become more effective marketing tool within the communication of the company.
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Marketing communication of company Shoptet with focus on the online channels
Štěpka, Lukáš ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The Bachelor thesis analyzes possibilities for marketing communication of Shoptet (e-commerce developing company) via online channels which are mainly used because of the industry the company operates in. The task of the thesis is to offer a comprehensive look at this wide topic, whose importance has been growing and all companies regardless of their size use it. The author tries to grasp this area, which is currently diversifying into smaller sub-sections, as a one and show the connections between the sub- sections. The first part briefly sums the theory of marketing communications in general and subsequently applies those theories on the company. Descriptive method is used for analyzing various channels and marketing techniques that the company uses in its communications, and puts them into the context of general trends and knowledge in this area. The aim is to create a coherent description of marketing communications, including assessment of its level, which is applicable to the planning and evaluating the communication of other comparable entities.
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