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McDonald's Olympic Hopefuls sponsorship project supporting young athletes
Adamec, Richard ; Postler, Milan (advisor) ; Dlouhý, Jakub (referee)
This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.
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Internet user's typology concerning communication of PET FOOD commodity
Salavová, Marta ; Postler, Milan (advisor) ; Jánoš, Marián (referee)
The thesis focuses on commercial communications, in particular on new media and on-line communication in the PET FOOD market. The theoretical part is based on evaluation of current marketing and market segmentation status from the point of view of "4P" theory by E. Jerome Mc Carthy. This part is aimed at inner enterprise information systems used for market segmentation and market studies of consumer typology as well. The theoretical part is concluded with a chapter on new media and Internet as a form of on-line communication. The practical part is based on an analysis of the Czech Internet user and case study about the Pedigree brand on-line communication. The thesis is based on the knowledge of on-line communications, the Czech Internet user and the PET FOOD market. It is aimed at analysis of current Pedigree on-line communication with using of its cunsumers' typology and recommendation for improvement at the level of own web sites as well as entire on-line communication strategy.
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Brand launch of a feminine fashion brand in the Czech Republic
Šuchmová, Pavla ; Postler, Milan (advisor)
This master thesis "Brand launch of a feminine fashion brand in the Czech Republic" provides a market analysis, which is antecedent to a brand launch. The main goal of this thesis was to answer, whether the particular fashion brand is interesting for Czech female consumers and whether the Czech market is interesting for the brand. The respective brand Friis & Company offers ultra-feminine and latest trends accessories and wants to provide their customers with "a bit of luxury for every day". The target group of the brand are young women in the age of 15 to 35. The master thesis is divided into two main parts -- a theoretical part and a practical part. The theoretical part discusses, among others, the main trends and specifics of the fashion business, specifics of women's purchase decision-making and the relation of women towards fashion. The practical part introduces the brand and provides the following analyses: PEST analysis of the Czech market, analysis of consumer behaviour of young Czech women in relation to fashion accessories, analysis of fashion brands present at the Czech market and a test of the brand's concept on Czech female consumers. A large part of the practical section of the master thesis is based on own survey.
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Generation Y in Commercial Communications
Havlová, Kathryn ; Mikeš, Jiří (advisor) ; Průša, Přemysl (referee)
Tato diplomová práce se zabývá českou Generací Y v komerčních komunikacích, potažmo v marketingu. Zabývala jsem se tedy tzv. generačním marketingem, což marketingový přístup, který na zákazníky nazírá z hlediska generace, ke které příslušejí. Generace Y jsou současní mladí lidé, kteří se narodili v 80. a 90. letech minulého století. V současnosti tvoří přes jednu čtvrtinu obyvatelstva České republiky. Generace Y je již v současnosti zajímavou cílovou skupinou pro firmy, ale na svém významu bude nabývat především v budoucnu. Generace Y se od předchozích generací odlišuje v několika významných znacích, kterými se zabývám v této diplomové práci. V první kapitole práce obecně charakterizuji Generaci Y, v druhé kapitole se zabývám charakteristickými rysy, které jsou využitelné pro marketing a ve třetí kapitole poznatky konfrontuji s výzkumem Market & Media & Lifestyle -- TGI a s výsledky vlastního průzkumu mezi mladými českými lidmi.
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Strategie provozní jednotky
Křížek, Tomáš ; Filipová, Alena (advisor)
Bakalářská práce hodnotí provozní strategii novinového stánku v Jihlavě a navrhuje její změny. Teoretická část se vztahuje na historii novinových stánků ve světovém kontextu, vhodné marketingové nástroje a klasifikaci novinových stánků dle OKEČ. Praktická část se zaměřuje na vybrané problémy této jednotky - sortiment, zákazníky, umístění, komunikační aktivity a distribuční cesty, přičemž je nejen hodnotí, ale především navrhuje zlepšení s ohledem na požadavky zákazníka. Práci uzavírá týdenní statistické pozorování zahrnující počet zákazníků, kolemjdoucích a strukturu prodaného sortimentu. Práce je doplněna četnými fotografiemi a schématy.
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Specifics of B2B communiactions with an example of a chosen IT company
Prudká, Barbora ; Postler, Milan (advisor) ; Pavlousková, Iva (referee)
To define the specifics of B2B communications, to make an analysis of communications instruments of an IT company Profinit and to evaluate propriety of the chosen communication mix owing to its target groups is the main goal of this thesis. The thesis is structured to five chapters. The main definitions and individual phases of preparation, application and evaluation of commercial communications are specified in the theoretical part. The last two chapters contain a practical communication example of IT company Profinit, its evaluation and recommendation.
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Communication of Kotex brand
Tichá, Lenka ; Postler, Milan (advisor)
The objective of my diploma thesis is a complex analysis of communication strategy of Kotex brand, which was introduced in 2003, after a general relaunch. According to gained information I evaluate effectiveness of the selected communication tools by achieving marketing goals over a specified period of time. This thesis should confirm the suitability of the marketing mix applied for KOTEX brand in specific environment of feminine hygiene market considering the limited budget and target audience specification. Practical contribution of this thesis is passing judgment on suitability of selected communication strategy and also recommendation of another new as well as a recommendation of new and proper activities which would be possible to bring to life.
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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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Marketing comnunication of the brand APOGEO
Karlíčková, Jana ; Postler, Milan (advisor) ; Polanská, Jana (referee)
The first part of the work is given to theory about marketing, marketing communication and commercial comunications. The next part is about APOGEO Group, its marketing comunication during the year 2008. The last part of this work analyzes marketing communicaion of the APOGEO Group and gives some recommendations how to improve it.
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