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Creation and brand building of the Partners in 2007-09
Daxnerová, Markéta ; Köppl, Daniel (referee) ; Halada, Jan (advisor)
Bachelor thesis "Creation and brand building of the Partners in 2007-09" deals with building and communication of the brand Partners from its creation in July 2007 to the end of 2009. The Partners is the company engaged in financial consulting and despite a short presence in the market has built a strong position among its competitors. The purpose of this thesis is to describe a process of brand building of this company and the role of marketing communication in this process.
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The RE/MAX brand in Czech Republic in the years 2006-2008
Králiková, Barbora ; Halada, Jan (referee) ; Köppl, Daniel (advisor)
Bachelor thesis "The RE/MAX brand in Czech Republic in the years 2006-2008" is divided in two parts. The first theoretical part deals with the explanation of the term franchising and its main aspects while it also describes the special features of marketing communication within franchising organization. It is concentrated especially on the explanation of important terms for marketing communication in franchising (brand, corporate identity) and describes the environment, in which franchising organisations communicate. These are business -to- business and business- to consumer markets. The emphasis is also put on the organization of marketing activities at different levels of franchising company. The second part focuses on RE/MAX company as the famous global franchise network. It describes its entrance to Czech real estate market, looking at the way how the offices were launched, communication strategy and concrete communication activities during the years 2006-2008.
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The campaign "Everything I can" and its commutication strategy
Kručayová, Alena ; Dolanský, Pavel (referee) ; Halada, Jan (advisor)
The subject of this bachelor thesis is "Campaign "Everything I can" its communication strategy" is an analysis of a campaign aimed at a propagation of a vaccine called Silgard that reduces the risk of getting cervical cancer. It was realized in the Czech Republic by a company called Merck Sharp & Dohme IDEA, Inc (MSD). In the first chapter, this thesis presents the company Merck & Co, Inc., the producer of the aforementioned vaccine and its subsidiary MSD. There is an introduction the causes of the disease and possibilities of prevention. In the second chapter, the thesis aims to describe the campaign's objectives, its target groups and its competitors in the form of a company called GlaxoSmithKline, producer of a vaccine Cervarix. The third chapter analyses the parts of the marketing mix from two points of view - commercial and non-commercial. Despite the fact, that campaigns of pharmaceutical companies have above all the commercial character, we can not neglect their edifying character. The fourth chapter describes the communication tools chosen for this campaign. The end of the thesis is devoted to the analysis and the valuation of these tools and to the valuation of campaign itself. The work also includes conclusions of my own survey.
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Culture-based aspect of Hyundai's communication in Czech Republic
Hajzlerová, Jana ; Halada, Jan (referee) ; Hejlová, Denisa (advisor)
This thesis aspires to introduce the question of cultural influence on forms and character of marketing communication. It explains the main approaches to intercultural marketing and more closely looks at Hofstede's theory of cultural dimensions. With regards to the specifics of Korean society, marketing communication of Hyundai in the Czech Republic is introduced based on this theoretical background. Attention is paid especially to the communication style of Hyundai as recognized in PR and CSR tools. The outcome of this thesis is an explanation of marginalized culture-based aspects of Hyundai's communication and a general evaluation of the company's adaptation process in a culturally different environment.
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The etrance of Starbucks Coffee Company into the Czech market in 2008-2009
Nováková, Petra ; Halada, Jan (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "The entrance of Starbucks Coffee Company into the Czech market in 2008-2009" deals with Starbucks Coffee Company and its entrance into the market of the Czech Republic. Thesis is concerned with the description of Starbucks brand in general, its distinctive position among the others and its specific approach to marketing communication. First and foremost, the thesis is the description of its marketing and communication activities in the Czech Republic between years 2008 and 2009 and review of the communication techniques they were used for the entrance into the new country. The thesis also compares communication activities of Starbucks in the Czech Republic and foreign countries. Simultaneously, it describes the modern way of marketing communication including individual approach to customer, corporate social responsibility and use of new communication channels, which all Starbucks represents. The purpose of the bachelor thesis is to create a comprehensive file about Starbucks Coffee Company, its corporate strategy and culture and to describe the particular marketing procedures used by the company in global and local measure. It also proposes to find out if and how is Starbucks brand adapting the marketing communication patterns in foreign markets to correspond with a local customer standards...
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Celebrity marketing - Petr Čech in Česká spořitelna's campaign
Sáblíková, Lucie ; Šesták, Zdeněk (referee) ; Halada, Jan (advisor)
Bachelor thesis "Celebrity marketing - Petr Čech in Česká spořitelna's campaign" deals with a quite new term from the field of marketing communication, which is celebrity marketing. Celebrity marketing can be characterized as a communication (of companies) using faces of famous people - celebrities. This thesis tries to clarify the questions of this young field, to mediate the experiences of foreign specialists, to explain basic terms and to outline possible ways of using celebrities. Part of this thesis is, of course, the evaluation of the efficiency of ads with celebrities and comparison with ads without them. I am not oblivious to the possible pitfalls, which the marketers can actually face while executing celebrity marketing. I apply gained pieces of knowledge on one concrete chosen campaign. This is a campaign of the most prominent banking institution in the Czech Republic Česká spořitelna, which cooperates with one of the most famous Czech athletes - Czech football team goalkeeper Petr Čech. In this part I first introduce both of the protagonists and then I attend to the analysis of their multi-year cooperation. Finally I deal with the evaluation of current situation on the celebrity marketing's field, with the level of using famous faces and possible future progress.
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Place marketing of the town Český Krumlov
Juránková, Simona ; Halada, Jan (referee) ; Dolanská, Nora (advisor)
The purpose of my Bachelor thesis is to analyse the destination marketing of the town Cesky Krumlov and to suggest the optimal solution of the marketing communication to other member towns on the UNESCO List of World Heritage sites in the Czech Republic. The theoretical part of the thesis describes Cesky Krumlov as a cultural destination (product), the specifics of the destination marketing, the communication activities of organizations promoting Cesky Krumlov plus the role of the Destination management. Analytical part focuses on Cesky Krumlov's marketing strategy and promotion of first three "marketing phases" or "core marketing objectives". The thesis closes with a SWOT analysis.
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Application of the ideal model of crisis communication on the case of Jiří Čunek betwen January 2007 and April 2008
Flejšarová, Adéla ; Halada, Jan (referee) ; Dolanský, Pavel (advisor)
This bachelor thesis deals with subject of crisis communication from theoretical and from practical point of view. The aim of the theoretical part is to introduce the subject of crisis communication. Although crisis communication is an important part of corporate public relations, is often neglected in the Czech environment. That is why the theoretical part of the thesis describes main aims of crisis communication, its strategies, methods and tools and explains its main terms in a rather complex way. The typology and main characteristics of crisis could not be left out for crisis communication to be fully understood. This part could be a useful contribution to Czech written theoretical works dealing with crisis communication. The second part deals with real situation, where crisis communication was used. The aim of this part was to apply theoretical findings and evaluate, how Jiri Cunek, Czech politician, used between January 2007 and April 2008 recommended processes and tools of crisis communication, as they were introduced in the theoretical part of the thesis, which strategies he followed, which part of communication was successful and where he made mistakes. In the final chapter of the thesis, I will evaluate, whether we can trace back development in handling crisis communication between the two...
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