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Sales promotion in selected retail unit
CINÁDROVÁ, Veronika
The aim of the thesis is a research focused on the current forms of sales promotion. The theoretical part is dedicated to the study of theoretical knowledge. There is described a brick-and-mortar store (a typical stone shop), its history, meaning, structure and function. There is described marketing communication communication process and the individual tools such as advertising, sales promotion, personal sale, public relations and direct marketing. Sales promotion includes for example coupons, product samples, cost-effective packing, consumer's competitions, tasting etc. and supports shopping consumer behaviour, especially for a short time. At the same time the practise field research is realized in the local commercial unit BILLA. Through the questionnaire survey, the customers in the retail unit are asked personally. Finally, it is evaluated the research from the point of consumer protection view and the results are assessed.
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Product placement
Klinková, Jana ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with the product placement and its application in television production. The aim is to assess application of product placement in area European Union and United States of America on particular TV programmes and to enter the question which companies most frequently use product placement in TV production. The theoretical part of the thesis is focused on defining and determination of particular instruments of communication mix. In the practical part is compared legislation of EU and USA, ethical views on promotion and product placement and particular TV programmes across television spectrum. In conclusion, on the basis of evaluated data, is summarized, how strict is the legislative restrictions of both areas, how looks like the ethical view of marketing organizations and what type of companies most frequently use product placement.
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Mobile marketing
SLÁDEK, Tomáš
This thesis is supposed to summarize all available information about instruments of mobile marketing and then to analyze customer´s reaction when the instruments are applied.
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ExxonMobil International Marketing Strategy
Sedlářová, Alena ; Machková, Hana (advisor) ; Malý, Josef (referee)
Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.
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Promotional mix and marketing communication effectiveness of the company Aviva životní pojišťovna, a.s.
Kocián, Petr ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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BTL marketing communications as an incitement to the purchase, applied to Coca-Cola brand
Mahdalová, Renata ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.
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