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Communication Strategy Development of LaFormela Brand from the Establishment until Today
Novák, Šimon ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
1 Annotation The bachelor thesis "Communication Strategy Development of LAFORMELA Brand from the Establishment until Today" focuses on the analysis of communication strategy development of a Czech brand, LAFORMELA, founded in 2010 and currently led by a designer duo - Miroslava Kohutiarová and Antonín Soukup. The main objective of the thesis is to analyse communication tools that the brand started using over the analysed period between 2010-2018. The author of the thesis critically reviews all the used tools and proposes several improvements that could make usage of the tools more effective. The thesis consists of five chapters. In the first chapter, the author focuses on the definition of fashion and fashion marketing. The second chapter is dedicated to the marketing brand theory and its application on the LAFORMELA brand itself. In this chapter, the author presents its aspects and connects them with a SWOT analysis and an EFE matrix. In the third chapter, the author studies the brand's marketing mix. The fourth chapter is focused on the communication strategy. The author also defines particular communication tools, critically reviews them and specifies several milestones, which are in his opinion, significant in the brand's history. In the last chapter, the author examines results of the content analysis,...
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Marketing communication in selected swimming schools in Prague
Mikulášková, Eliška ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing communication in selected swimming schools in Prague region Objectives: The goal of this thesis is to evaluace the marketing communication in five selected swimming school in Prague and propose new and more effective marketing communication for different types of customers. Methods: I have used qualitative and quantitative marketing research methods. From the qualitative I used the technique of in-depth interview with the owners of swimming schools and structured observation. From the quantitative I chose the technique of electronic questionaires. The primary date of swimming schools helped me to achieve the finale results. Results: Based on the results, I found that the most effective and most used communication tools are websites. Most potential customers search information on swimming schools on websites. Another very important tool is personal recommendation, that has a great impact on potential customers. On the contrary, social networks, posters, leaflets or TV advertisement has no effect. Keywords: marketing communication, customers, swimming schools, marketing research, marketing tools, websites, social networks, word of mouth
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Event marketing
URBANCOVÁ, Markéta
The goal of the thesis is to suggest changes for the next period based on the analysis of the selected event. The thesis is divided into the theoretical and practical part. First of all, the theoretical part describes communication tools, their main purpose, advantages and disadvantages. The following chapter deals with event marketing, as the main theme of the thesis. There are provides definitions of the concept, types of events and their implementation. The Chocolate festival was chosen for the practical part. In this part are stated general information about the event, information about sponsors and forms used for marketing communication. The next chapter focuses on quantitative research. Required information is obtained through a questionnaire survey and an analysis is also carried out through participant observation. Based on the results of evaluation, are set suggestions that can serve as recommendations and contribute to the improvement of the event in the next period.
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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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Communication strategy of the brand ODIVI
Šebková, Natálie ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis "Communication strategy of the brand ODIVI" analyses marketing-orientated communication of this well-known brand, which was founded by Czech fashion designer Iva Burkertová. In the first section, the thesis deals with the concept of fashion in a social and historical context, focuses on its properties and describes the fashion market and its structure. The second section describes fashion marketing and the main theoretical concepts associated with it. The third chapter focuses on the brand description and determines its origin, the main collections, vision and mission, positioning, it also characterizes the main target group, defines brand competitors etc. The next section analyses the current marketing mix of the brand. The research section is based on the content analysis, which qualitatively describes selected communication tools of the brand ODIVI and focuses on their main positive and negative aspects. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats. Lastly, the thesis presents results of primary research conducted through the content analysis, responds to the predetermined hypothetical questions and proposes concrete recommendations to improve the communication strategy for the future.
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Marketing communication of Pilsen in connection with the nomination for the title of the European capital of culture 2015
Vysloužilová, Kristýna ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
The goal of this bachelor thesis is to analyze the communication activities of the city of Pilsen in connection with its nomination for the title of the European Capital of Culture 2015. The thesis contains an essential description of approaches to place marketing which are further supported by foreign literature. The thesis also focuses on place branding and strategic marketing planning processes in this particular area. A complete overview and description of the project of the European Capital of Culture is also included and its potential applications in the field of marketing are considered. The thesis furthermore covers the integration of this project into the long-term development of the city of Pilsen. This is mainly achieved through the analysis of strategic development documents of the city. A crucial part is dedicated to the analysis of the applied communication activities. These are analyzed within the period which is defined by the fall of 2009 and by the day when the city was officially awarded the title, that is the 19th of May 2011. This period is divided into two segments: before and after winning the competition due to significant changes in the competencies and in the approach to communication. This thesis analyzes the communication tools and the communication strategy concept for...
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Communicative Strategy of the Town Třebíč
Mrázková, Eliška ; Vochozková, Jacqueline (advisor) ; Khendriche Trhlínová, Zuzana (referee)
The subject of my final thesis is to emphasize the importance of communication and the usage of communicative tools in towns (by municipal authorities). The theoretical part is focused on the principles of communication and municipal marketing in relation to the public sector. The practical part is devoted to the evaluation of communicative strategies of the town Třebíč aimed at chosen age groups. The reason why I have chosen Třebíč for this analysis of communicative activities is its wide variety of communicative tools which the local municipal authorities use. In the conclusion there are suggestions for the future usage of communicative tools by the town (Třebíč municipal authorities).
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The effectiveness of communication tools in response to employee satisfaction survey
Jehnětová, Lucie ; Ezrová, Hana (advisor) ; Marušinec, Marek (referee)
The work is concerned with the effective communication tools in a selected company. The aim is to describe the various means of communication, analyze their effectiveness and propose solutions for problematic means of communication. The object of the work is a medium sized company operating in the field of logistics. In this thesis methods of survey research, analysis of internal documentation and observation are used. In conclusion, the thesis is to evaluate the efficiency of communication in relation to employee satisfaction survey and recommended some improvements for more efficient use of communication devices in the selected company.
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Media and communication activities of non-profit organisations
Stiborová, Yveta ; Varvažovská, Pavla (advisor) ; Daniel, Daniel (referee)
This bachelor thesis is focusing on the communication activities and media presentation of non governmental organizations (NGOs).
The theoretical part is describing the non governmental sector, the areas in which the NGOs are active and different communication tools used by NGOs. The following practical part is analyzing the communication activities and media presentation of the chosen Czech NGOs active in the whole Czech Republic and in the region of Ústí nad Labem.
The aim of the thesis is to find out which communication tools are best in targeting public and informing about organisations´ activities and which tools are actively used by NGOs workers.
The final part is summarizing the outputs of the performed research and evaluating the communication tools used by the chosen NGOs.
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