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Marketing communication of Timo, s.r.o
Štěpánková, Jana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The master thesis "Marketing communication of Timo, s.r.o." focuses on analysis of the women underwear market in the Czech Republic emphasizing Czech company Timo, s.r.o. It devotes to the marketing mix of the company in detail, namely to the product mix, price level and distribution activities. The core of the thesis consists in the analysis of the current communication activities used by the company. The aim of the thesis is to map respective tools currently used and to suggest recommendations based on a questionnaire survey conducted among customers of the company. Those findings could possibly lead to improvements in the current communication towards ending customers.
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Guerilla Marketing as a Nontraditional Form of Marketing Communication in comparison with Traditional Communication Mix
Klimešová, Aneta ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.
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Analysis of marketing strategy in specific company
Havlíková, Kristýna ; Procházková, Markéta (advisor) ; Malíková, Kateřina (referee)
The master's thesis deals with the issues of marketing strategy and communications with subsequent applications to an alternative care center for pets, named the Optima Vetcare. The theoretical part includes description of marketing concepts, which include a marketing strategy, a marketing mix, a communication mix, trends in marketing and a marketing research. The practical part is specifically focused on the specifics of the marketing Optima Vetcare and maps its marketing efforts since the year 2014, when it was founded. The questionnaire survey is realized at the end of the thesis and then recommendations are proposed for the improvement of Optima Vetcare's marketing communications. The aim of this thesis is to present an alternative care center for pets Optima Vetcare and analyze its marketing. Another goal is to provide possible proposals and recommendations for marketing communication improvement.
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Analysis of a Marketing Communication of Telecommunication Companies on the Czech Media Market
Roll, Jan ; Novák, Michal (advisor) ; Haucková, Marta (referee)
The thesis offers a brief review of Czech massmedia market situation. The work particulary focuses on marketing communication of companies providing voice, data, or Internet connection services. According to international NACE CZ/EU standart: Voice services, data transmission and Internet connection services - The scope of the research does not include only the largest providers, but whole business category with smaller and local providers too. Therefore, it is possible to observe quite common situations, when some small local company penetrates the particular massmedia market, usually ruled by large monopolistic companies. Thus, the small companies can influent the market and the research rapidly. The thesis includes marketing campaigns implemented in TV broadcast, press, radio and Internet.
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Strategic Analysis of a small Enterprise
Fürbachová, Miluše ; Luštický, Martin (advisor) ; Dvořák, Jiří (referee)
Subbmited thesis devotes causes of strategic analysis in conditions of small-size companies. Chosing appropriate methods thesis researches internal and external environment of company Joinery Kašpar. On that base thesis determines company's position on defined markets and afterwards proposes a set of tactic measures, which are primary focused on communication efficiency increase and presentation of company by various communication tools.
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B2B marketing communication of John Deere
Szabó, Attila ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.
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Social networks in marketing communication of the BMW brand in the Czech Republic
Řezníček, Vít ; Postler, Milan (advisor) ; Králíček, Ivo (referee)
This thesis analyzes the communication of BMW Group Czech Republic on the social networks (mainly on Facebook, Twitter and Instagram). The first part of the thesis describes different forms of commercial communications with an emphasis on online communication. The second part consists of the introduction of the BMW brand and its activities in the Czech Republic. The practical part consists of 2 parts. The communication of the BMW brand on social networks (Facebook, Twitter and Instagram) is analyzed in the first part. The second part consists of one realized project - the Instagram competition and one project proposal - the cooperation between the BMW brand and Czech bloggers.
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The application of product placement in music videos and its perception by the target groups
Fedotovskaya, Ekaterina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.
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Analysis of the marketing strategy in STOCK Plzeň-Božkov s.r.o.
Krčilová, Jana ; Boučková, Jana (advisor) ; Mucha, Pavel (referee)
The aim of this thesis is to evaluate current marketing strategy in STOCK Plzeň-Božkov s.r.o. with emphasis on Fernet Stock brand, which is acting on herbal and bitter liqueurs spirits market, and to suggest appropriate recommendations for its improvement with focus on young consumers. At first the theoretical basis is defined to understand a concept of marketing strategy, analysis of external and internal environment, brand equity and marketing communication. To achieve the main objective, the primary and secondary research was carried out. The primary data were obtained by on-line consumer survey and field research. Based on these data the whole spirits market of Czech Republic was analysed with emphasis on herbal and bitter liqueurs spirits market. Furthermore, there was a Fernet Stock brand marketing analysis based on data from theoretical basis and both researches. The conclusion contains suggested recommendations to be implemented in current marketing strategy.
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Marketing plan proposal with the emphasis on marketing communication
Majerová, Lucie ; Boučková, Jana (advisor) ; Pešek, Ondřej (referee)
Diploma thesis is focused on the issue of marketing planning with an emphasis on marketing communication. The first part of the thesis is theoretical. The mentioned theory used as a starting point for the practical part of the thesis which was performed in the company QUADRO System, Ltd. The practical part begins with the company introduction. The thesis describes the current situation of the company, company's current product portfolio, target groups, distribution etc. The survey was executed to confirm certain facts. There are also several analyses included, e.g. Competition analysis and SWOT analysis. The practical part of the thesis concludes with the appropriate and effective marketing communication proposal, which was drawn up with respect to the financial possibilities of the company.
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