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The in-store communication of the Air Bank between 2011-2013
Jordán, Libor ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor thesis entitled "In-store marketing communication of the Air Bank between 2011 - 2013" deals with Air Bank's marketing communication at the point of sale in the Czech Republic. It also aims at comparative descriptive analysis of in-store communication with the main competitor, Česká spořitelna. In the first part of this thesis is used the retrieval of resources available for in-store marketing communication including presentation of the basic concepts. It also describes the history of this kind of communication and sensory marketing. The second part deals with the description of the concept and the implementation of the corporate values to the in-store marketing communication of the bank. In this section there is also a comparative analysis with the competitor. The results describe the status of Air Bank's communication during the first two years of operation on the market and the evaluation of competitive benchmark analysis.
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Marketing Communication of Young Banks on the Czech Market
Tuček, Daniel ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The diploma thesis deals with the analysis of marketing communication of young low-cost banks, which, due to their entry into the Czech market, caused revolution not only in the sphere of the bank fees. Among the selected young banks are the organizational unit of the Polish bank mBank, the purely Czech Fio Bank, Air Bank, which is part of the PPF financial group of Petr Kellner and Equa Bank, which is currently one of the fastest growing banks in the Czech market. The theoretical part deals with the marketing mix of goods, services and defining the specific features of the banking sector. Consequently, it focuses on communication models and the definition of a marketing communication mix. The practical part of the thesis first presents the historical context in the Czech banking sector, comments on the entry into the market of individual companies and presents the current situation. Another chapter deals with the marketing communication of selected banks, where the thesis focuses on the environment of business places, processing of advertising spots and communication on websites and social networks. Through a questionnaire survey, the author tries to find out some trends in the behavior of financial market participants and assess which segments to address, what advantages and benefits of financial products to prefer and by which communication channels should clients be addressed by banks. On the basis of these results, it proposes some recommendations that should strengthen the positions of individual banks in the Czech market.
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The in-store communication of the Air Bank between 2011-2013
Jordán, Libor ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor thesis entitled "In-store marketing communication of the Air Bank between 2011 - 2013" deals with Air Bank's marketing communication at the point of sale in the Czech Republic. It also aims at comparative descriptive analysis of in-store communication with the main competitor, Česká spořitelna. In the first part of this thesis is used the retrieval of resources available for in-store marketing communication including presentation of the basic concepts. It also describes the history of this kind of communication and sensory marketing. The second part deals with the description of the concept and the implementation of the corporate values to the in-store marketing communication of the bank. In this section there is also a comparative analysis with the competitor. The results describe the status of Air Bank's communication during the first two years of operation on the market and the evaluation of competitive benchmark analysis.
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Evaluation of the development of new banks in the Czech banking market
Hillerová, Lucie ; Dvořák, Petr (advisor) ; Hoffman, Andrej (referee)
This bachelor thesis on the topic Evaluation of development of new banks in the Czech banking market responds to new entrants to the market in the years 2007, 2010 and 2011, based on an analysis of three selected banks, Air Bank, Fio bank and ZUNO BANK, trying to evaluate the performance of these banks. Evaluation is based on the examination of the financial statements for the years 2010 to 2014 and provides a summary of selected indicators of banks and author´s commentary. After completing the work, it is clear that Air Bank and Fio bank were able to build a stable position in the market and ranked among the medium-sized banks. On the contrary ZUNO BANK after a deeper examination shows signs of instability and is now offered for sale by the owners. New banks on the market today have an important position, they healthily compete with traditional banks and have high potential.
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Comparison of Air Bank's and ČSOB's Marketing Communication
Matějka, Václav ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.
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Analysis of brand awareness of Air Bank on the Czech market "Can the Czechs like also a bank"?
Stehlíková, Tereza ; Skokanová, Dagmar (advisor) ; Kešner, Martin (referee)
The aim of my bachelor thesis was to analyse the position and awareness of the new young emerging banking institutions on the Czech banking market that occurred after entrance of new young banking institutions, which disrupted the traditional hegemony of big traditional banks such as Česká spořitelna, Komerční banka and others. The research is primarily carried out from the point of view of brand creation. Theoretical conclusions, that define the first part, are practically validated on a specific example of the new bank - Air Bank. I describe the bank history and key milestones in its establishment on the market and defining marketing approaches that Air Bank has chosen including their influence on the brand awareness. To confirm my claims -- both theoretical and practical ones - I conducted a questionnaire survey at the end of my thesis investigating either general factors of clients approach to banks, and in particular the key public knowledge of Air Bank. I obtained an overview of the success of their marketing communication and brand awareness. In the survey, I confirmed my hypothesis that points to the knowledge of Air Bank and its marketing communications.
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Analysis of marketing communication of selected new banks on the Czech market
Stráníková, Martina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this master thesis is to analyze marketing communication of new banks which entered the Czech market in 2011. The first part of the thesis contains the theoretical background regarding marketing in services, marketing communication and methodology of market research. The practical part deals with the analysis and comparison of marketing communication of Zuno, Air Bank and Equa bank. The practical part contains own quantitative and qualitative market research focused on perception of marketing communication of these banks by the public and their clients. Based on this research and SWOT analysis the possibilities of improvement in the future are presented at the end of the thesis.
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The introduction of new banks to the Czech market and possible impact on the banking sector
Habina, Martin ; Dvořák, Petr (advisor) ; Veselý, Marek (referee)
The thesis is concerned with the actual topic -- market entry by new banks (Air Bank, Zuno Bank, Equa Bank) to the Czech banking market in 2011. The work analyses all reachable data, circumstances of their foundation, management structure, product offer and especially the chosen strategy. The whole topic is put in context of actual macroeconomic conditions, which have crucial importance on their functioning. Partial aim of the work is to define potential risks and weaknesses of these institutions and especially review the possible impact on the Czech banking sector. Part of the thesis also considers customer review of actual product offers from these new banks.
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