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Marketing Communication of Company Preciosa Lighting
Surá, Barbora ; Shavit, Anna (advisor) ; Koudelková, Petra (referee)
The thesis is focused on marketing communication of the company Preciosa Lighting. Its aim is to find out how such traditional established company responds to the current trends of marketing communication in the Internet environment. The theoretical part explains the terms of marketing, Internet marketing, Integrated marketing communication and its tools in off-line but especially in on-line environment. For better understading the context of the topic the Czech glass industry is presented and the reader is apprized with the situation of the company Preciosa Lighting. In the practical part there are research questions asked and the research method which is a case study, is explained. Qualitative research techniques were used for collecting data which were then analysed. Interviews with Preciosa Lighting's marketing department have provided key information that has been complemented by the observation of digital media and the materials provided by the company. Based on the analysis of these materials, the research questions were answered. In conclusion, the author comes up with a summary of the data obtained and a recommendation to improve some elements of marketing communication of Preciosa Lighting.
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Strategic Brand Development of Company
Botek, Aleš ; Mareček, David (referee) ; Zich, Robert (advisor)
This diploma thesis focuses on the determination of StarkGlass brand strategy, which focuses on the online sale of protective films for mobile phones. The work explores the experience of the existing customers of the brand, which is then used for proposals for improvement and for the determination of the future StarkGlass branding strategy.
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Brand building of SKODA AUTO in the specific age categories
Chmelík, Jan ; Lhotáková, Markéta (advisor) ; Matějovič, Josef (referee)
The aim of this diploma thesis is to analyse the communication of SKODA AUTO focused on children in the age of 3 - 18. In the theoretical part of this thesis, brand itself is defined and in the following parts, also the theoretical background for the children as consumers and what can influence them in different age stages. Moreover, communication channels for the communication with children nowadays are listed. There is also juristical background not only for the Czech Republic but also for the European union. The main task of the practical part is dedicated to the survey and also recommendations of the author for SKODA AUTO for the future.
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Marketing strategy proposal for the design travel agency Dovýroby
Macková, Veronika ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master´s Thesis deals with marketing communication, brand building and marketing strategy planning process. The aim of the Master´s Thesis is to propose an appropriate marketing strategy for the design travel agency Dovýroby. The theoretical part of the thesis defines studied topic based on expert literature. The practical part includes the evaluation of a survey conducted to find out the current level of awareness of the Dovýroby brand, as well as situational analysis of the project, and proposal of marketing strategy. The analysis focuses especially on the products offered, current forms of communication and characteristics of the target group, as well as on market analysis, using Porter´s Five Forces Model and SWOT Analysis. Based on the findings, the author presents a marketing strategy proposal running until the end of 2017. This strategy includes a marketing plan, timing and also a budget split.
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Analysis of social media as a marketing tool for Prague companies focusing on the sale of clothing and footwear
Duong, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of this thesis is to provide an analysis of use of social media as a marketing tool, and epsecially to find out, how an average Prague-based company focusing on the sale of clothes and footwear operates on social media. Furthemore, I evaluate online presence of these companies on social media and how they communicate with their customer base. This thesis reacts to a huge rise in popularity of social media and their use to build a brand. My target group are Prague-based companies focusing on the sale of clothes and footwear. I chose this field as I wanted to study a field that is very diversified. My findings can serve as information on the current competitive environment in the field and region in question as well as to help companies to catch up with their competition.
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The Brand Building of Škoda Auto a.s.
Poláková, Kristýna ; Lhotáková, Markéta (advisor) ; Tročil, Jan (referee)
This bachelor thesis deals with the brand building of one of the most significant companies in the Czech republic Škoda Auto a.s. The main objective of the thesis is an analysis of the perceived quality of the brand among its customers. In the first part, the theory of brand building is explained and key terms defined necessary for understanding the issue. The thesis also mentions the car industry in the Czech republic and the background of the Škoda Auto a.s. company. In the practical part, the percepted quality of the brand is analysed based on a conducted survey. Subsequently, a critical analysis of the results is carried out by means of a SWOT analysis and recommendations for the future.
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Building of the brand ProSpolužáky.cz on international markets
Pazderková, Aneta ; Halík, Jaroslav (advisor) ; Sato, Alexej (referee)
The main aim of this bachelor thesis is to analyze brand building strategy of the brand ProSpolužáky.cz and apply results of my own survey on brand awareness and perception on this strategy. This research is base for proposals and the recommendations for the future development of the brand on the both domestic and international trades. The first chapter provides theoretical background for the rest of the thesis. Next part is about company itself and its business activity. Third chapter is the empirical part of the thesis where are evaluated results of the survey and described specific tools of brand building with the application of data obtained during the primary research. The last chapter synthesizes results of secondary and primary research data and summarizes the conclusions of the entire thesis in the form of proposals and recommendations for the company.
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Analysis of an internet store presenting through social networks
Pichová, Michaela ; Přibil, Jiří (advisor)
This thesis deals with the analysis of the shopping process in e-shops, which is presented mainly through social networks, Facebook and Instagram. The Internet and especially social networks are nowadays very popular, just like internet shopping. The aim of the thesis is testing simplicity and clarity of the purchasing process and to evaluate the profile on the Facebook social network. Chapters in the theoretical part describe the Internet in general and business opportunities on the Internet and social networks. The social profile rating is realized through the web application LikeAlyzer. In addition to this, an eye tracking tool is presented there which is used to compose the practical part of this thesis. The results are displayed in the eye maps format, e. g. Heatmaps, which is one way of displaying the results, supplemented by knowledge gained from short questionnaires.
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Effective marketing strategies for brand building on sport events
Kovaříková, Barbora ; Lhotáková, Markéta (advisor)
Master thesis presents branding and brand positioning as an important tool of brand management, especially in sport event marketing. Thesis is divided into theoretical and practical part. First of all the meaning and importance of brand is defined. Then the thesis focuses on CSR and sport CSR wchich is also connected with brand building. From third chapter there is a practical part. I define three research questions and by the method of personal questionnaire I progressively find the responses and make a detailed analysis of my research.
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The approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites
Hrivňák, Adam ; Máchová, Eva (advisor) ; Vranka, Marek (referee)
The aim of this thesis is to provide insight into problematics of buying programmatic advertising on conspiracy and propagandistic websites. Besides it presents the approach of Czech and Slovak advertisers to advertising on mentioned websites. In theoretical point of view thesis discusses the cause from 3 different perspectives. First the thesis provides technical approach as it shows how programmatic advertising works. Second aspect examines if presence of these websites is in contrary to mass media and journalism ethics. Third perspective then discusses brand safety on the Internet. At the end the thesis offers the results of our research which focuses on approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites. Then we put the results of our research in contrast to theoretical perspectives.
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