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Analysis of target groups and brand communications of Mercedes-Benz on the passenger car market in the Czech Republic
Dudinská, Daniela ; Průša, Přemysl (advisor) ; Burianová, Lenka (referee)
The thesis aims to identify the weaknesses, threats and opportunities in local marketing activities of the brand Mercedes-Benz in Czech Republic and to suggest ways to upgrade the communication of the company with the current, as well as the potential target groups. The theoretical part of the thesis brings basic knowledge of brand management, consumer behaviour, market research and marketing communications. The practical part of the thesis introduces the company Daimler AG, its historical development, current activities, brand portfolio structure and competition of the brand Mercedes-Benz. This brief presentation of the parent company is followed by description of the Czech daughter company and the positioning, identity and brand image of Mercedes-Benz in the country. The main chapter of the practical part is the analysis, divided into analysis of target groups and analysis of brand communications of Mercedes-Benz Czech Republic in 2011. The following chapter contains recommendations based on the analysis results. The recommendations are related to the optimization of marketing activities of Mercedes-Benz Czech Republic with respect to target groups and planned business activities in the future.
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Communication strategy of the product Frisco
Kubovčíková, Veronika ; Mikeš, Jiří (advisor) ; Seda, Michal (referee)
The diploma thesis deals with communication strategy of the product Frisco. It evaluates the strategy and proposes a new concept of communications. Evaluations data has been provided by Atmosphere and MML TGI companies for the period of 2010 and partially 2011, further use of the data is not allowed without the approval of the providers. Following software has been used for the analyses and for the creation of the new concept of communication: Yetti, Data Analyzer, Mamut, Golem, Medplan and custom internal tools made by media agency Carat Czech Republic, s.r.o.
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Repositiong and marketing comunications of Fatra brand
Pribilová, Petronela ; Skokanová, Dagmar (advisor) ; Kočner, Tomáš (referee)
The topic of the Bachelor's thesis is repositioning of the Slovak mineral water Fatra, which was inovated in terms of a strategy focused on a diametrically different target group in 2008. The document consists of two main parts, the theoretical one, which includes all the basic terms and their explanations, and then the practical one, which is a crux of the document. The thesis gradually analyze the "new" Fatra's marketing mix, where the main purpose is heading to a communication to a new customer, to the budget and media planning. There is also a questionaire attached at the end, which served as attestation of customer's perception of the brand and served either as the base to evaluate this step of the company and put down a koncept for improvement.
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An Analysis of the Marketing Activities of the Austrian National Tourist Office "Österreich Werbung"
Rundová, Jana ; Lhotáková, Markéta (advisor) ; Němečková, Markéta (referee)
This diploma thesis deals with an analysis of the marketing activities of the company "Österreich Werbung". This company is mainly concerned with marketing communication, whose single elements it uses to promote campaigns of their Austrian partners or its own brand "Holiday in Austria". The analysis is preceded by an analytical and methodological section, which provides important theoretical starting points for the evaluation of the analysis and for recommendations for the future. In the second section the single elements of communication mix with regard to the target group are analysed by means of examples of concrete campaigns in 2010. Due to the analysis carried out, the communication mix of the company is evaluated and recommendations are proposed to optimise the mix.
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Public Relations of Elderly People's Home
Ingrová, Veronika ; Musil, Martin (advisor) ; Kubátová, Věra (referee)
The goal of this thesis is to analyze selected non-governmental organization in the field of Public Relations. In accordance with the results of performed investigation, the author will try to propose a specific plan of PR activities within creating positive long-term relationships with company's crucial target groups. The thesis itself will be mainly focused on the preferred target group from both, internal and external environment of the organization. Another vital part of the work will include specific proposals on how the organization should be presenting itself publicly, not only in the framework of media, but also through it's promotion. Last but not least, improvement suggestions will be concerned with the form and the content of company's web sites.
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Responses of people invited to participate in charitable collection with regard to possible motives for their acceptance or rejection
SKÁLOVÁ, Markéta
This thesis wants among others to find out whether an individual asked for a contribution to a charitable collection is more likely to accept or reject it, and to define reflected motives for such an acceptance or rejection. Another aim is to find out how organizers of charitable collections evaluate the overall situation in this sphere and finally to find out how the collectors themselves assess their role and position. Two hypotheses were suggested and two questions formed for specification of the purpose. Both, quantitative and qualitative strategies were applied to the research. The quantitative part was implemented by means of a questionnaire survey for potential donators from the public and then for organizers or coordinators of public collections, the qualitative part by means of observation from the position of a collector asking for a contribution ond of semi controlled interview with further applicants for a contribution. The research results show that a large deficit of media presentation and general public awareness of collections exists in the sphere of charitable collections, as well as of transparency, i.e. the possibility of relevant feedback in terms of the flow of the funds raised. All the three groups of respondents mentioned this fact. Saturation of the environment with a numer of collections without any valid information was also pointed out. It is thus obvious that big reserves exist in this sphere and they should be dealt with.
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Pastoral Approaches in the Salesian Youth Centres in the Czech Republic
SVOBODA, Michal
Presented work deals with analysis and description of the pastoral approaches of youth workers in the Salesian youth centres. The common characteristics of the Salesian youth centres are presented in the introductory part of the work. At first this theoretic part deals with the common conception of the Salesian youth pastoral ministry, afterwards deals with the official Czech conception. Second part of the work is applied. It is focused on the qualitative research realised in autumn 2007. It involved 18 respondents from the Salesian youth centres. This applied part starts with description of the research preparation and continues with description of the research process. Finally it deals with the data synthesis. There is a list of the results at the end of this part. There is a large supplement of the data attached at the end of the work.
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The Implementation of Quality Standards of Social Welfare Services in The Social Welfare Institution Stod.
MALÍKOVÁ, Dagmar
The aim of my extended essay is to map out a state of an introduction of quality standards of social services in Social Welfare Institition of Stod. Process of a standard formation and their division into three basic parts are described in the first theoretical part. This is followed by a detailed acquaintance with the content of all the standards which is complemented by some instructions how to distinguish their filling and the most frequent mistakes. We can also find an explanation of a new terminology here which is used in the standards most often. The results of my carried-out qualitative research are presented in the following part. These were obtained by means of evaluating the interviews with some users and providers of social services, by making a content analysis of documentation and an analysis of various situations arising during the formation and introduction of standards in Social Welfare Institution of Stod. In this part, there is also a SWOT analysis of the current state of filling standards in this institution. The valuable point of the whole research is a suggestion of a methodical procedure during the intruduction of quality standards of social services which can be an instruction for other institutions. In the closing part of my extended essay, some measures are suggested which should contribute to a faster implementation of the standards into practice.
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Consumer competition for Pfanner, s.r.o.
Šťastný, Ondřej ; Vávra, Oldřich (advisor) ; Mencl, Petr (referee)
This thesis focuses on consumer competitions. Author designed the consumer competition based on theoretical knowledge, which is mentioned in the theoretical part of the thesis. This part contains all types of competitions,legal regulations and outlines present problems in this area. In the practical part of the work author describes juice market and target group. Key part is the competition design itself, including the economic impact of the competition.
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Communication strategy proposal for a language school
Holoubková, Táňa ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The aim of the thesis is to propose a suitable communication strategy for a newly established language school that should start operating in a rather small czech town. The theoretic part includes an explanation of terminology and types of research used in marketing communication, description of ATL, BTL and PR communication, a few words about the importance of Corporate Identity (basis for communication) and description of tools that are used in the application part of the thesis. The application part starts with starts with monitoring of surroundings (competition, inhabitants, possible channels for communication activities), continues with a description of a launguage school, then follows assortment of inhabitans into suitable target groups and a proposal of strategic communication plan for the forthcoming year, more detailed attention is paid to the activities that are planned to be pursued during the first half of the first year (launch).
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