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Efficiency of Jägermeister event marketing
Kibrik, Igor ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
The aim of this work is to describe event marketing as one part of the communication mix, to show its potential and to present its implementation on a concrete example of Jägermeister activation campaigns, which devotes a lot of resources to this communication channel and attaches considerable attention to it. The thesis introduces the Jägermeister brand, its history, values, current status and competition. In the practical part, this bachelor thesis will focus on the measurability and effectiveness of event marketing. Using a semi-structured interview with the Jägermeister brand manager, the thesis will find out the purpose, ideas and objectives of specific event marketing activations. This information was compared with the real effect and impact of these activities on the target group identified by quantitative questionnaires. The main benefit of this work will be the research result that will contribute to the solution of the most important issue that resonates with the whole event marketing segment - effectiveness of event marketing. The concrete results that this work will achieve can be generalized and, to a certain extent, transferred to the entire event marketing sector.
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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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