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The chain's own brands
MARTINEC, Patrik
This bachelor's thesis focuses on the retail chain's own brands Billa and the communication strategy on the Czech market, with an emphasis on choosing a suitable communication tool leading to increase an awareness about the private brand. The work presents basis associated with the problematics of brands, private brands, communication tools and marketing research. These findings are later used in the analytical part, where a characteristic of chosen company and its private brand is. Marketing research is used to find awareness of the retailer private label and consummer behaviour. The information is obtained using a questionnaire survey shared on social media Instagram and Meta. Part of the information is obtained by filling out a printed questionnaire. The results of the questionnaire are then processed and evaluated by using Microsoft Excel and Google Sheets. Based on this information found, a solution is suggested to help the company increase awareness of its own brands.
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Logistický informačný systém v prepravnej spoločnosti Packeta Slovakia s.r.o.
Kizivatová, Ľubomíra
Currently, logistics is considered one of the most dynamically developing industries. The aim of the thesis is to describe and evaluate the logistics information system in the transport company Packeta and to point out the importance of new communication possibilities and trends with the use of software tools for support in the future. The thesis will be divided into two parts. The first part of the thesis will contain the theoretical basis of the issue, such as defining concepts in the field of logistics and transportation, online marketing communication, and the principles of logistics information systems (telematic approach). The second, practical part of the work will focus on the characteristics of the digital e-commerce platform of the company Packeta, on the current information support of its activities, and ways of marketing communication with customers using software tools. In the final part, innovative recommendations and proposals will be formulated, their optimization, through which the transport company Packeta will provide a quality information and communication tool to support planning and decision-making processes to meet the needs of customers.
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Methods of internal comunication from the point of view of the generation Y
Bečan, Martin ; Smutný, Zdeněk (advisor) ; Klíma, Tomáš (referee)
This diploma thesis deals with the matter of internal communication methods from the point of view of today's young generation, so called generation Y. It aims on the enterprise social networks. The thesis is divided into the two common parts: the theory and the research. In the theoretical part there is a brief introduction into the field of internal communication; and the communication methods are put into the process of Communication. Further the specific methods for internal communication are introduced. The segment of enterprise social networks as a new way within the internal communication is introduced further mote. The research is connected to the theoretical part and focuses on the position of the generation Y to their potential usage of enterprise social media in internal communication within a certain company. This research is in compliance with the proposed strategy.
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Effects of publicity on the PR selected grant programs funded by the European Union
Torhan, Michal ; Potluka, Oto (advisor) ; Varga, Tomáš (referee)
The aim of this thesis is to analyze the impact of publicity on public relations for the Operational Programme Entrepreneurship and Innovation since 2007 to 2009. For the impact analysis was used comparison of the communication tools used in each year of the current programming period 2007 - 2013 and a public research organized by the Managing Authority of OPPI and personal survey executed in cooperation with consulting firm. Result of the analysis confirms the basic hypothesis that the publicity carried out within the OPPI does not influence too much the actual number of applicants for grants. It is targeted too broadly and neither the follow-up studies nor evaluations focus on how many entities, which applied for a grant, did so on the basis of publicity, and how this publicity helped them with their applications
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Brand Placement in Films and Television
Žlabová, Alžběta ; Koudelka, Jan (advisor) ; Hřídelová, Karla (referee)
Tato diplomová práce se zabývá postoji českých spotřebitelů k Brand (Product) Placementu ve filmech a v televizi, tj. k umísťování značkových výrobků ve zmíněných médiích za účelem předání komerčního sdělení. Praktická část práce zkoumá postoje Českých spotřebitelů k této formě komunikace a jejich názory týkající se etičnosti a přijatelnosti Brand (Product) Placementu. V analytické části práce jsou sledovány rozdíly v názorech českých spotřebitelů vzhledem k individuálním odlišnostem, pohlaví respondentů a konkrétním umísťovaným produktovým kategoriím.
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