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Marketing communications of Styl and Kabo trade fair aimed at the changeover from B2C to B2B sector
Sluková, Zuzana ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
The bachelor thesis "Marketing Communications of Styl and Kabo trade fair aimed at the changeover from B2C to B2B sector" handles Czech trade fair Styl and Kabo, which deals with textile and clothing production and is determined for small and medium enterprises, and about its marketing communications. In connection with the changeover of the orientation to the B2B sector in 2009 the communication of the trade fair has gone through a remarkable change. In comparison with former years, when in the communication ATL activities and media communications were preferred, since 2009 the communication focuses on BTL activities. The thesis describes the role of the trade fair as a communication tool and more closely relates to Styl and Kabo trade fair, its history and progressions, its present situation and possible future development. It also explains the reason of the changeover to strictly professional trade fair. It means only experts can attend it. Further the thesis summarizes communication activities of the trade fair before 2009, it concentrates on used creativity, chosen media and communication channels and event marketing. Consequently the marketing communication used now is described, that means above all direct communication and public relations. Styl and Kabo trade fair now communicate mainly...
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CRM and its application in the company Znovín Znojmo Inc.
Novotná, Šárka ; Postler, Milan (advisor) ; Bilíček, Štěpán (referee)
The subject of my diploma thesis CRM and its application in the company Znovín Znojmo Inc. is analysis of the temporary usage of CRM in the company among other things based on the survey, which results will be used to draft potential improvements. Thesis is divided into six chapter divided into practical and theoretical parts. The theoretical part of thesis describes the marketing and commercial communications, defined CRM as customer relationship management and analyze the economic environment focusing on the Czech wine market. In the practical part is introduced company Znovín Znojmo Inc., is applied SWOT analysis and described marketing communication of company. At the core is the introduction of CRM in the company Znovín Znojmo, survey through customers and then are designed recommendations for improvements.
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Analysis of the communication strategy of one specific beauty brand
Walzelová, Kristýna ; Zamazalová, Marcela (advisor) ; Hartová, Dominika (referee)
The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
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Impact of Staropramen Cool brand BTL communication on the consumer
Wenig, Julius ; Koudelka, Jan (advisor) ; Uchytilová, Zuzana (referee)
This Master's thesis puts focus on BTL communication of the brands Staropramen Cool Lemon and Staropramen Cool Grep and the intensity of the communication perception by the consumer. The aim of the thesis is to examine the touch points of the BTL communication and to identify key attributes of the brand and also to confirm or to defy defined hypothesis about communication's impact on consumption and television campaign influence. The thesis is divided into several chapters that logically links to each other and thus create one complex whole. The theoretical part concerns the methodological approach of marketing research and consumer models and introduces the readers to marketing integrated communication. The main chapter describes the market and competition, includes the questionnaire part and the analyses themselves. The thesis concludes with key findings and recommendations to improve the marketing communication of Staropramen Cool in future.
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Event Marketing in Communication Strategy of a Firm
Pirunčíková, Jana ; Hesková, Marie (advisor)
This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.
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BTL communication of Hellmann´s brand
Hrázká, Simona ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This dissertation refers to BTL communication of Hellmann's brand from Unilever ČR, which is the leader on the mayonnaise and tatar sauce market for several years. The objective of this dissertation is to analyse questions about below the line communication with the focus on Sales promotion, outline trends in this matter and show application on concrete brand with the highlight of most used parts of BTL communication during execution of chosen activation, evaluation of this activation and proposition of feasible improvements.
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Public relations in practice of small and medium enterprises
Schovánková, Jana ; Mikeš, Jiří (advisor) ; Lacko, Jindřich (referee)
Diploma thesis on a topic Public Relations in Practice of Small and Medium Enterprises is analyzing the PR activities in a small consulting company, which is operating in Prague. The first chapter is focused on the theoretical background of public relations activities. In the chapter there are also discussed various forms of PR and their usage in the present. The comparision of public relations with common elements ATL communication is there also mentioned. The second half of the thesis is devoted to the consulting company. In the thesis there are cited the specific tools of public relations within the company and proposals for their adjustement. The last chapters deal with the cost benefit analysis of public relations, even in comparison with the outsourcing of PR agencies.
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