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Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic
Kozúbková, Klára ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
Thesis Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic focuses on the interpretation of retromarketing, its current use on an example of Czech companies'campaigns (Kofola, Misa, Botas and others), the reason for Czech companies' inclination to this form of marketing communication and the psychological and sociocultural aspects of contemporary Czech society. Retromarketing is used by companies rather intuitively and currently does not have a strong theoretical basis. Aim of the thesis is to 1) interpret and clarify the concept of retromarketing and 2) to determine why is the retromarketing as a form of marketing communication utilized more and more by Czech companies and analyze examples of specific campaigns to show how is this form of marketing applied. The work is divided into theoretical and practical part. The theoretical part is focused on clarifying the concept, its integration into the wider context of marketing communications and psychological and sociocultural aspects of retromarketing. One chapter of the theoretical interpretation is then given to the interpretation and understanding of nostalgia as one of the key elements of retromarketing. In the practical part are analyzed selected examples of the...
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Marketing communication Botas 66
Šmída, Zdeněk ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis "Marketing communications of Botas 66" focuses on creating a new show brand Botas 66 which was designed by two students of Academy of Arts, Architecture and Design in Prague (Jan Klos a Jakub Korouš). Model Botas Classic has been in production since 1966 and was selected among Czech 100 design icons in 2005. Botas 66 builds up on this tradition. Two students created a new product line devoted to lifestyle. Project Botas 66 took part in many czech and european design competitions and won prices in ED-Awards and Czech Grand Design. This thesis also describes which packaging (shoebox), which happened to be used in one of guerilla activities. Point of purchase (Botas Concept Store) is located in Prague 1 and the space combines shop and art gallery at one place. Store hosted several events and art exhibitions to support local artist, build brand image and support sales. Thesis also analyses visual communication, logo and colours used in corporate identity. As a member of Czech Selection Botas 66 took part in trade shows in London and Milano. Shoes are still made in factory of Botas a.s. in Skuteč which differentiate Botas 66 from global shoe brands. Company Artport s.r.o. manages marketing communication and creates image of Botas 66, meanwhile Botas a.s. only manufacture shoes.
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Analysis of success in rebranding Botas, a.s.
Mareš, Jan ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
The aim of this thesis is to provide complex view of present condition of company Botas, a.s. - a traditional czech shoes producer. I analysed stregnths, weaknesses, opportunities and threats with the use of SWOT matrix, I also reviewed the marketing instruments, I did a research on perception of the brand and tried to analyse the life cycle, using the data from the final accounts.
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