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Launch of a New Nonprofit Organization
Talácková, Jitka ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The aim of this thesis is to analyze Kladno kindergarten market in order to find out whether there is room for a new kindergarten operating according to forest kindergarten principles. The theoretical part of the thesis focuses on the nonprofit organizations marketing in general and its specifics. The thesis further deals with the idea of the forest kindergarten itself, describes its history and the current situation in the Czech Republic and finally it explores the conditions necessary for utilizing this alternative concept of pre-school education in the Czech Republic. In the practical part of the thesis the analysis of the pre-school education supply in Kladno is compared to local demographics, respectively the local demand. The market research part investigates possible clients' requirements for a kindergarten and reveals whether the respondents would be interested in a forest kindergarten being opened. Based on the results of the research a proposal of the new kindergarten is defined and a communication campaign suitable for the kindergarten's market entry is described.
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Creating an effective communication campaign
Hedrlínová, Alice ; Tahal, Radek (advisor) ; Vávra, Oldřich (referee)
This bachelor's thesis deals with creating an effective communication campaign. In the theoretical part are presented basic concepts, individual elements of the communication mix and instructions how to create communication campaigns. In the last part of the theoretical part are possibilities of measuring effectiveness. The practical part is devoted to the company Snowhill a.s., which runs six ski resorts in the Czech Republic. In this part the reader can read about ongoing communication campaigns in these ski resorts. There is a view of two consecutive seasons, which are then compared. The reader learns which activities are effective and which are not. The last part of this thesis deals with ideas of possible recommendations for future seasons.
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Marketing communication targeted at seniors
Palková, Zuzana ; Odehnalová, Jitka (advisor) ; Matušinec, Miroslav (referee)
The master thesis deals with the potential of Czech seniors for Czech marketers. On the basis of secondary as well as primary researches the main elderly consumers' behavioral characteristics, their attitude to commercials and the best practise of communication mix are covered in the thesis. There is also the analysis of the practical example of communication campaign targeting at generation 55+, included its evaluation.
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Launching a new Product of Jan Becher - Karlovarská Becherovka on the Market
Krotil, Lukáš ; Kozlová, Taťána (advisor) ; Kincl, Tomáš (referee)
This Diploma thesis is focused on the complete analysis of the company Jan Becher - Karlovarská Becherovka, a.s. in the context of the history, present and future potential. The main objective is to independently analyze and assess the current position on the market of bitter herbal drinks, find out where could be a gap and demand for the new product. The aim would be to suggest directions for Becherovka, and its majority owner Pernod Ricard, based on market research. In conclusion, this thesis will introduce the marketing mix and strategy for the new product.
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Marketing communication of company Kofola a.s.
Šlemrová, Lucie ; Horová, Olga (advisor) ; Leitner, Šimon (referee)
The aim of the bachelor's thesis is to conduct a marketing research aiming to find out how consumers perceive Kofola's marketing communication and then to recommend other marketing activities that could be implemented. Theoretical part of work will focus on basic terms of marketing communication, new trends and marketing research. In practical part of bachelor's thesis will be introduced company Kofola a.s., its marketing communication and communication campaigns from year 2010 to 2012. Practical benefit from this work will be realization of marketing research. Aim of the research will be to find out, how people perceive Kofola's marketing communication. On the basis of the research results will be recommended several suitable marketing activities, which could be used by the company for improving its marketing communication.
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Analysis of co-creation phenomena in Czech republic
Toušová, Kateřina ; Postler, Milan (advisor) ; Hokrová, Eva (referee)
The aim of this master thesis is to analyze co-creation as a marketing strategy and its use in Czech republic. Diploma thesis is divided into two parts, theoretical and practical. Theoretical part evaluate marketing communication strategies, principles of market research and consumer behavior. Practical part explains co-creation phenomena and evaluate its position in czech marketing strategies. Thesis also contains market research focused on perception of co-creation in public and business sector and medial analysis. Further part describe agency Perfect Crowd and its co-creation projects. Thesis is concluded by reccomendation for the future, based on overall analysis.
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Communication strategy of Pepsico cz
Nguyenová, Daniela ; Postler, Milan (advisor) ; Slavíček, Rostislav (referee)
The bachelor thesis analyses the communication strategy of the Pepsico company in the Czech republic. The goal of this thesis is to analyse, evaluate and suggest possible recommendations for a specific campaign for the water Toma Natura. The theoretical part of the thesis explains the meaning of marketing, defines the difference of marketing communications and commercial communications, describes phases of creating a campaign. The practical part of the thesis focuses on the history of the company, analyses various communication activities of the selected campaign. At the end of the thesis are suggested possible changes based on the evaluation of the campaign.
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Design of consumer competition for the company D.P.K
Knápková, Erika ; Vávra, Oldřich (advisor) ; Skokanová, Dagmar (referee)
This paper deals with specific consumer competition. The first part is devoted to defining consumer competitions in the integrated marketing communication, legislative arrangements and tax liability of the organizer. The second part outlines competition itself. Source data are internal materials and my business survey. Based on these data is selected date and place of competition and price attractive to customers. There are also determined complete contest rules. Greater attention is attached to the communications campaign, which focuses primarily on advertising on the Internet. We also can not forget the use of POS materials. The conclusion is the complete list of costs necessary to organize the campaign and evaluation of potential benefits of competition.
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