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Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
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Evaluation of Marketing Communication
Sýkorová, Lucie ; Pokorná, Jitka (advisor) ; Tereza, Tereza (referee)
The paper focuses on the issues of the marketing communication. The main goal of the paper is to suggest recommandation for the improvement of the marketing communication of the company Cajova kvetina s.r.o. (Ltd) with a focus on Matcha Tea product. The theory part delimits the terms marketing, marketing mix and the marketing communication. Later there is the preparation of the effective marketing communication defined. The practical part analyses the marketing mix with a focus on marketing communication of Matcha Tea product followed by a survay research in the form of personal questioning. The result shows that 37 per cent of the respondents are aware of the existence of Matcha Tea product, 81 per cent of them has already tried it, and 87 per cent of those are satisfied. In the conclusion part there is an evaluation of the returnability of the discount coupons that received all the respondents after filling in the questionaire. The 15% discount coupon for one packaging of Matcha Tea + shaker is used by 29% ofrespondents. Based on the questionaire research it is suggested and recommanded to improve marketing communication for Matcha Tea product. The primary goal of the suggestion is the increase of the Matcha Tea sales by 10% during the following six months and the secondary goal is the increased visibility on the market. In order to reach these goals, the following models of marketing communication were chosen: personal selling, sales promotion, word-of-mouth marketing, interactive marketing and advertising.
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