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Online marketing in the selected company
VRTALOVÁ, Petra
The diploma thesis focuses on online marketing in a selected company. Specifically, the company Koh-i-noor Hardtmuth a.s. situated in České Budějovice. The main aim is to characterize the online marketing in this company and based on selected analyses to propose improvements to the current situation. To achieve this aim, a questionnaire survey was carried out in the Czech Republic. The research goal was to find out mainly public awareness and to get a comprehensive overview of the marketing activities of Koh-i-noor Hardtmuth in the online environment. Not only from these findings but also following personal interviews with members of Koh-i-noor Hardtmuth's marketing and development department, the main proposal of the thesis. To quantify the cost of the above proposal, an independent IT company was contacted and individual consultations were carried out on the possible implementation procedure and a budget was set. Subsequent recommendations concern the areas of the online marketing tools currently used by Koh-i-noor Hardtmuth. In the last part of the thesis extended recommendations for the future development of Koh-i-noor Hardtmuth are given, focusing on communication mix tools for the areas of Online Public Relations, Online Direct Marketing, Internet Sales Support, and Internet Online Advertising.
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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Idintifikace faktorů úspěchu českých značek
Tamchynová, Martina ; Král, Petr (advisor) ; Zlatić, Marija (referee)
In the world full of competition, the brand represents a certain way, how to differentiate the company from its rivals. However, some companies successfully built their brand, but others not. The main aim of this master thesis is to identify the successful factors of selected Czech brands and analyze, why selected brands are successful on the market. Theoretical background creates the introductory part of the thesis, where the terms brand, brand equity and brand identity are explained. It follows with description of successful brand as it is stated in different academic sources. For further analysis, Czech brands are selected with the help of the survey on the Czech market. In the last part of the thesis, the success factors of the selected Czech brand are identified by the application of Kapferer's brand identity prism model. By the application of this model, the strong and weak aspects of the brand identity of each brand are revealed. In conclusion, the different factors of success are pointed out.
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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Analysis of the perception of Czech origin of the products
Pazderová, Blanka ; Černá, Jitka (advisor) ; Bártová, Hilda (referee)
The master's thesis focuses on the perception of Czech origin of the products. The main goal was to analyze the perception of the origin of the products in terms of consumers that prefer to buy Czech products, and which designations of Czech origin on products they trust. In particular, the work deals with the so-called "official designations" of Czech origin, for example "Regionální potravina" (Regional food), "Regionální produkt"(Regional product), "Český výrobek - garantováno Potravinářskou komorou České republiky"(Czech product - guaranteed by Food Chamber of the Czech Republic) and others. On the other hand, it highlights the presence of so-called "unofficial designations" and their influence on the consumer's perception. It is also focused on the legal issue of the Czech products. In the practical part of the thesis, we deal with the quantitative and qualitative research of the perception of Czech products to the consumer, which verifies the preference of Czech products and confidence in official designation of Czech origin. Finally, my work deals with the designation "made in EU" and its perception of the consumer. The conclusion of the work is that the studied subject is missing a legal description (in the Czech law system) and enables a manipulation with customers that are not familiar with the current system and could be misled.
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