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Marketing communication of Fairtrade brand 2
CVACHOVÁ, Denisa
The bachelor thesis is focused on marketing communication of the brand Fairtrade in retail of DM drugstore market. The main objective of this thesis is to analyse the current usage of marketing tools like Advertising, Personal Selling, Sales Promotion, Direct Marketing, Public Relations and Event Marketing. There are used and explained basic terms of marketing communication based on professional literature in order to introduce the selected topic. The theoretical part is then dedicated to Fair Trade. The output of practical part includes the introduction of the company DM drugstore market, the analysis of the condition of marketing communication at the brand Fairtrade, afterwards the questionnaire survey is involved. The data have been collected in the retail unit. The aim of marketing research is to find out how customers, coming to this retail store, perceive the marketing communication focused on products of Fairtrade brand. New recommendations are compiled based on the identified results and concerning to the improvement of existing communication mix.
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Loyalty of customers to the dm drugstore
Vachková, Rita ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis is about the characteristics of consumer behavior and loyalty. Loyalty of customers is examined in the market with drugstore products concretely at the dm drugstore. Using marketing research conducted by questionnaire survey are detected information, whereby are deduced facts about customer loyalty to the dm drugstore. The thesis is divided into several chapters, two of them are purely theoretical, one chapter is devoted to the description of the selected chain - dm drugstore, after that follows research - secondary data are analyzed at first and then primary data. The overarching goal of this work is to determine whether customers are loyal to this drugstore and why. However, this entails several sub-goals - why customers go shopping into this drugstore, if they go elsewhere and why, the influence of a loyalty program for their decisions, and above all specific information about customer satisfaction with the drugstore.
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