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Czech cinema visitors: key segments and their media consuption behavior
Svoboda, Martin ; Karlíček, Miroslav (advisor) ; Hanzlík, Jan (referee)
The goal of this thesis is to find and describe regular visitor of cinema. Thesis also describes situation on the cinema market and identifies two latest key milestones of development of the market. Thesis describes group of regular visitors of cinema and defines two segments within it. These two segments are described from the lifestyle point of view, their opinions and media consumption. Thesis compares own results with the research Kino 2004 and find the development within the group. Thesis mines data from the widest commercial research done continuously in Czech Republic. Part of the thesis describing the visitor may serve as a answer to investor on question who will him target by advertising in cinema. The part about media consumption may serve to film distributors as a hint where it is best to target requested target group.
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Perception of healthy food by Czech consumer
Hlaváčová, Markéta ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
Purpose of the thesis was to find out and describe associations that are linked to the category of healthy food by consumers. Above all the aim was to identify, what represents healthy food for them and what other thoughts and themes are associated with healthy food by consumers. In-depth ZMET interviews were conducted to determine these associations. The findings and other issues related to the topic such as broader context and specifics of healthy food marketing are presented. The information mentioned can be used for marketing mix planning of companies in food industry. The research found out that healthy food is not perceived as special food category, but approach to the food consumption. Approach that takes into consideration what is good for the person in terms of health. For respondents healthy food represented mainly homemade dishes consisting quality, fresh, natural ingredients. According the respondents healthy eating is a way of eating respecting sum of principles. Main principles are variety and balance in the consumers diet.
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Segmentation in social marketing: Application on campaign against alcohol excessive consumption
Strunová, Milena ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
The aim of the thesis is the segmentation of the Czech population which is serviceable in social marketing, specifically for creation of social program with the theme of responsible consumption of alcohol. It is based on a segmented group's approach to alcohol and furthermore the segments are profiled according to their lify style. First of all in the theoretical part of the thesis there is explained why it is important to pay attention to the issue of alcohol consumption in the Czech republic and what kind of consequences of increased alcohol consumption can have for individuals, society and the state. Subsequently it is described in which programs associated with the problem of alcohol already the state was involved. Later on the segmentation in social marketing is characterized and there are explained the approaches which are used in it. In the practical part through the analytical program Data Analyzer the segmentation is performed using database of data MML - TGI provided by Median. In the segmentation there were used demographic, geographic, and especially life style criteria for detailed profiling of all segments. Segmentation outputs can be used by non-profit organizations or the National Drugs Coordinator in creating a social program, of which theme is the responsible consumption of alcohol.
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Qualitative study of Slovak respondents perception of health: implications for health marketing
Šefčíková, Natália ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
The thesis focuses on the analysis of health in terms of health marketing, which is identified as the broad term that includes public health branding, as well as the commercial health branding. Emphasis is placed on the Slovak market. The theoretical part deals with the concept of health, the value of health and health literacy. This part consists of a situation analysis of the Slovak market of health, its demographic and health characteristics as well as the description of health and health care in Czechosovakia. The core of the theoretical part of the thesis is a comprehensive analysis of the health marketing. The practical part with qualitative market research method ZMET examines perception of health of Slovak respondents, connects gained information from the theoretical part of the thesis and gives recommendations for the health marketing by taking limitations of the used qualitative research method in consideration. The aim of my Master's Thesis is to show the importance of penetration into the minds of consumers by creating marketing campaigns and revealed deep metaphors apply to product design, advertising and marketing communication in general.
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Neuromarketing: Conceptualization of neuromarketing usage in marketing process
Janečková, Kamila ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
Neuroscience is a new scientific discipline studying people's nervous system and brain, and among other things discovering how they decide and what motivates them. One of the branches of this study is neuromarketing which becomes to be increasingly used as a marketing research methodology which claims to reveal what people really think not only what they declare. There are still many question marks concerning this method, and, particularly in the Czech market where there is generally little notion about it, neither clients nor advertising agencies are sure whether and how to use it throughout their marketing and communication process. This thesis sets its goal in trying to shed a light on the problematic and provide a deeper analysis of the methodology and its presence on the Czech market. Via primary and secondary research, and description of several case studies and conducted interviews, it intends to conceptualize the application of neuromarketing in marketing and thus help with a decision about when and how it may be worth to think of using it in practice.
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Healthy lifestyle of senior citizens and the possibility of influencing it
Nitschová, Dorota ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
This thesis deals with the lifestyle of Czech senior citizens. Its goal is to identify barriers to a healthy lifestyle for seniors. It examines whether seniors live in a healthy manner and how they can best be motivated to do so. The theoretical part of the thesis deals with the definition of the term "healthy lifestyle". Inasmuch as the thesis deals with seniors, it was also necessary to define the terms "senior" and "active aging". The thesis refers to current demographic developments, where the terms health support and social marketing are described. The practical portion deals with research performed on a sample of 105 Czech seniors aged 60 and over. In its conclusion, based on the barriers found, the thesis proposes a social marketing programme to improve the lifestyle of Czech senior citizens, thereby also improving their quality of life.
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Marketing Planning in FMCG: Case Study Lovela
Waniausová, Lucie ; Karlíček, Miroslav (advisor) ; Machek, Martin (referee)
The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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Stimulování opakovaného nakupování: Případová studie firmy Solosso
Klimo, Ján ; Karlíček, Miroslav (advisor) ; Novotný, Ota (referee)
The goal of this thesis is to propose strategies that profitably stimulate repeat purchase behaviour of Solosso's customers, Solosso being an e-commerce start-up producing custom made dress shirts. In order to accomplish the stated goal, research has been conducted into the existing body of literature about the subject, models for managing customers for value have been presented and applied on Solosso's customer database. Additionally, customer survey has been conducted to better understand customers' behaviour. Based on the applied models and the findings from the survey, the thesis delivers a set of recommendations on how to improve the product, what customers to acquire and, finally, what strategies to employ in order to profitably stimulate repeat purchase behaviour of the four main groups of Solosso's customers. The methods and strategies are expected to generate substantial incremental profits and may be implemented in other businesses as well.
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Rebranding: Garnier case study
Veselý, Radovan ; Karlíček, Miroslav (advisor) ; Sochorová, Mária (referee)
The thesis is about the topic of rebranding on a concrete case from the Czech Republic. The main goal of this thesis is to find a strategy for the rebranding campaign of the Garnier Naturals brand. The key benefits of the paper are the summarization of the rebranding process in general as well as concrete process for the Garnier Naturals brand. In the theoretical part of the paper is the theory behind brands and case studies about both successful and unsuccessful rebranding. In the application part there is an image study of the original brad as well as an analysis of quantitative research and qualitative research -- focus groups. The most important learnings and a proposed strategy for this particular rebranding is in the last part of the paper - the summary.
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