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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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RFM analysis of an e-commerce store selling men's accesories
Králíček, Pavel ; Procházková, Markéta (advisor) ; Kubátová, Eliška (referee)
This bachelor's thesis focuses on a RFM analysis and its usage in relationship marketing in the online world. It puts RFM analysis in the context of a marketing mix and also the historical development of marketing conceptions. The goal of this thesis is the construction of an RFM model and its application on e-mail communication with the customers of the e-commerce store. This thesis describes the sending of an e-mail campaign and evaluation of its result from the RFM assumptions point of view. It should serve as a proof of the relative ease of application of RFM analysis on a customer base and alternatively as a basis for a future marketing research.
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Customer typology of the company engaged in leisure activities
Teislerová, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main aim of this bachelor thesis is to identify a typical customer of Firefly dance studio in order to verify the correct and effective philosophy of the company. The theoretical part is dedicated to market research, market segmentation, and questionnaire and consumer behaviour. The purpose of the empiric part is to find out the typical customer, using the method of anonymous questionnaires to effectuate this survey, and to deliver recommendations on how to improve the communication strategy of the company.
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The proposal of use of customers´ developing potential of language school
Šeniglová, Katarína ; Mejdrech, Vlastimil (advisor) ; Jiřinová, Kateřina (referee)
Diploma thesis deals with customers' developing potential of language school. The theoretical section specifies the business and strategy of small and medium-sized enterprises in the Czech Republic. It describes customer relationship management, its approaches and concepts related to this issue. Additionally it analyzes customer satisfaction and loyalty. It dedicates to customer value and finally adds other possible indicators of customers' developing potential. In the practical part there is analyzed customer base of the language school Tandem. There exist two types of analysis. One of them is based on the internal resources of the company and the other one is developed based on feedback received from the survey of customer satisfaction. The analysis suggests new ideas for better use of potential of existing and future customers.
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Marketing plan of the Training Center Oaza
KLASOVÁ, Kristýna
In my dissertation, I attend to the Marketing plan of the Training center Oaza. This is a concrete real company Oaza Ricany, which in its current premises built and opened in 2009 a new Training center Oaza. The main objective of this thesis is to create a marketing plan for the Training center Oaza. The aim is to consolidate existing activities and plans of the company Oaza Ricany a complete marketing plan for a newly built training center, which will help improve the economy of the company and will focus on finding other ways to increase the occupancy of training center. The operational objective is to evaluate the current situation of the company Oaza Ricany and of the Training center Oaza and use this information to elaborate a complete marketing plan of the Training center Oaza.
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Analytický CRM: Účinný nástroj pro řízení ziskovosti firmy
Šťavíková, Martina ; Král, Bohumil (advisor) ; Lueger, Stephan (referee)
Cílem práce je nastínit možnosti využití analytického CRM k zvyšování ziskovosti společnosti. Analytický CRM se zabývá analýzou zákaznických dat, které slouží jako podpora pro operativní a strategické rozhodování firmy. Teoretická část práce se zabývá různými způsoby segmentace zákazníků, zákaznickými metrikami a způsoby, jak si udržet dobré zákazníky ve společnosti. Pro ucelený obraz o analytickém CRM také nastiňuje jeho technickou stránku, ve které popisuje nejčastěji využívané techniky při získávání dat. Praktická část práce byla vyhotovena ve spolupráci se společností Makro Cash & Carry. Popisuje nejdůležitější změny, které byly podniknuty k přeměně Makra z produktově na zákaznicky orientovanou společnost, a podrobněji se věnuje práci kontrolorů, jež se analytickým CRM ve firmě zabývají.
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Analytical CRM in banking
Nebřenský, Aleš ; Pour, Jan (advisor) ; Ing. Petr Matuštkí, NESS, (referee)
The thesis studies the topic of Business Intelligence applications specialized to enhance the analytical, planning and control capabilities of commercial banks in areas such as marketing, sales and customer care. The goal of the diploma work is to give a complex view on analytical CRM in the context of banking industry, to analyze the solution from different perspectives and to design functions, processes and data corresponding to a business model of commercial banking. The theoretical part of the work investigates the customer relationship management strategy, general principles of relationship marketing, current situation in the area of Customer Intelligence and keystones of IS/ICT applications which are applicable to implement the CRM strategy. The following chapters deal with the actual development in Czech banking industry, banking activities and IS/ICT application architecture in the context of banking industry. The main part of the work is focused on analysis and design of functions, processes and data of analytical CRM in the context of banking industry. The results of the analysis suggest implementing a propensity to buy model as an analytical CRM function applicable to manage customer acquisition and customer selection for direct marketing campaigns. Similarly, a function providing the probability of customer churn can be of great value for activities aimed at customer retention. The thesis contributes to the existing literature by designing input variables for propensity to buy modeling, customer retention modeling and customer segmentation. Additionally, the work introduces process models which define the main steps of data analysis and also the performance metrics for these processes. Finally, the part dedicated to data principles of analytical CRM contributes by designing key customer data aggregations and by analyzing different possibilities of data layer integration within the IS/ICT architecture of commercial banks.
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