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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Nike Brand Equity Marketing Research
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Nike Brand Equity Marketing Research Objectives: Using marketing research to find out about Nike brand equity through perception of individual product attributes by their current or potential customers. Within the thesis, these customers are members of generation Y currently living in Prague. Methods: Quantitative research - electronic questioning. Results: In terms of product, to Prague generation Y Nike currently represents the most famous and the most used sports brand. The reason is its (product) above-average quality, design, and also its great availability. Results' objectivity is embodied by the fact that the total majority of this generation chose itself as typical Nike product user. Keywords: Brand, Nike, brand equity, brand as product, generation Y.
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Marketing management of sports brand Nike in the Czech Republic
Ondrášková, Adéla ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing management of sports brand Nike in the Czech Republic Objectives: The aim of thesis is to describe and evaluate the current marketing management of sports brand Nike in the Czech Republic based on made qualitative analysis. The next point is to detect strengths and weaknesses. Then in the consequence of obtainable knowledge suggest new procedures and implements in marketing which can be used to improve marketing management of the brand. Methods: In this theses there was used a qualitative analysis (descriptive case study), witch was based on document analysis and interview with an employee of marketing department of company. Results: The results showed that marketing management of sports brand Nike in the Czech Republic is on a high level. This fact is mainly a consequence of its global and stable position on a worldwide market. For the reason, that its daughter company Nike CZECH, s. r. o. has been presented on Czech market since 2011, there are many possibilities to improve its marketing management with respect to local specifics. It contains mainly expansion of official shops in the Czech Republic, extensions of brand series, improvements of a communication strategy, sponsorship, changes in an organisation structure and reviews of a brand success. Keywords: brand, marketing,...
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Image of Nike Brand among university students
Žofák, Miroslav ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
This thesis is about research of image Nike in Czech Republic by the student of universities. It is finding answers how the brand is perceive in Czech Republic. How people know its products and promotion campaigns. The theory part is mainly about important definitions for my work. Like brand, image or promotion and I write about marketing research in the methodology part Practical part is about marketing research. In this work is used electronic questionary. Some recommendations how to improve the image of Nike are in this work.
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Building of successful brand and its personality on the example of Nike
Krýsl, Jan ; Janák, Vladimír (advisor) ; Kotáb, Jiří (referee)
Title of thesis: BUILDING OF SUCCESSFUL BRAND AND ITS PERSONALITY ON THE EXAMPLE OF NIKE Objectives: The first objective of this work is to chart the process of building sports brand Nike since its inception to the present and to identify factors of its success. The second objective is to use brand personality research to get a picture of Nike brand personality from public view. Methods: In thesis was used the method of descriptive analysis and the questionnaire survey method. Descriptive method of analysis was applied to the analysis of documents in order to identify success factors in building the Nike brand and the survey method was used in the Nike brand personality research. Results: Was found that the success of the company Nike led some general and some very specific factors that make Nike missed its competitors. As the results of the Nike brand personality research was obtained her picture from the perspective of the public and was revealed several factors acting negatively on the quality of personality Nike brand. Keywords: brand building, brand personality, Nike
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Marketing communication and the effectiveness of the advertising campaign Nike Run Prague 2011
Housková, Jitka ; Šoltys, Otakar (advisor) ; Gerbery, Juraj (referee)
The thesis deals with the analysis of the marketing communication and advertising campaign of the running event Nike Run Prague, which took place in Prague 3 September 2011. It also deals with semiotic and narrative means and with the research of the effectiveness of the campaign. Nike Run Prague is a 10 km long run throughout Prague and it was organized by Nike for the very first time. The running event was amply publicized and within its advertising campaign adopted the marketing strategy targeted on the youthfulness, amusement and brand image, utilizing the various communication channels. Nike Run Prague relies on originality, interactivity, contact with registered runners and on promoting by unusual kinds of advertising and media contents. These types of advertising and used media messages, visual, verbal and nonverbal means are analyzed in this thesis. For each type of advertising is placed an emphasis on narrative and semiotic analysis. Further quantitative research was carried out that examined the effectiveness of the means utilized in the advertising campaign Nike Run Prague. The research target group is formed by individuals aged 18 to 24 years in which the campaign was targeted. After subsequent analysis of obtained data they were explicated and finally the effectiveness of the used...
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Marketing communication of the running race We Run Prague
Hrubcová, Tereza ; Voráček, Josef (advisor) ; Landa, Pavel (referee)
Title: Marketing communication of the running race We Run Prague Objectives: The aim of this work is to describe and analyse and to design and propose new and effective marketing communication elements and features of the running race We Run Prague. Methods: The diploma thesis used methods of descriptive analysis, analysis and evaluation of internal Nike data and documents and qualitative research in the form in-depth interviews. Results: Based on the results of the individual analyzes and qualitative results, I found out that to achieve predetermined objectives and to reach the target group accordingly the future marketing communication of We Run Prague race should focus on the use of online communication and event marketing. Key words: Marketing communication, communication campaign, qualitative research, Nike
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Sports shoes reselling and its marketing contribution to brands
Hrubá, Tereza ; Procházková, Markéta (advisor) ; Kováč, Peter (referee)
Thesis on --Sports shoes reselling and its marketing contribution to brands-- aims to analyse the Nike brand awarness and to clarify the issue of sports shoe reselling and then to evaluate the benefits of it for the Nike brand. The thesis is diveded into five chapters. The first two chapters are focused theoretically and the remaining three are focused practically. The theoretical part is based on relevant contemporary literature and it describes theoretical marketing with emphasis on a brand and reselling. The practical part is focused on the Nike brand and its marketing in general. Based on a primary research -- survey -- the current Nike brand awarness is analysed and optimazation measures based on the conclusions of the questionnaire data are proposed. Furthermore, using the expert interview, the contribution of sports shoes reselling for the Nike brand and for the independent reseller is evaluated.
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Multinational corporations and their influence in developing countries
Veščičíková, Simona
This bachelor thesis deals with the issue of multinational corporations and their impacts on developing countries. The primary objective is to assess, how activities of multinational corporations influence developing countries in the economic, environmental, political and social areas. One of the major findings of this that is a fact, that negative influences of MNCs in developing countries are gradually reducing. First part of this thesis is focused on the general characteristics of MNCs including its structure, position in the world economy and formation and evolution over time. Further are analyzed developing countries and the principal issues they encounter. The second part of this thesis will demonstrate the previously discussed issues on three specific case studies - Royal Dutch Shell in Nigeria, Nike in Indonesia and Coca-Cola in India.
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