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A marketing strategy proposal for the Prague Coffee Festival brand
Duba, Šimon ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing strategy of the largest coffee festival in the Czech Republic, the Prague Coffee Festival. The theoretical part of the thesis provides a comprehensive overview of key marketing concepts, including the concepts of mission and vision, online marketing, and SWOT and PESTLE analyses. This theoretical framework serves as a basis for understanding the dynamics of marketing strategy. In the practical part, qualitative research is conducted, consisting of two in-depth interviews with the founder of the festival and the director of the last edition. The aim is to gain a deeper understanding of the key principles of the event, its specificities, marketing activities and new opportunities. Furthermore, a questionnaire survey among potential visitors, people who already have a certain relationship with coffee, is evaluated. SWOT and PESTLE analyses are developed based on the findings of the research and the analysis of the current state of social media. Subsequently, the actual proposal for a new marketing strategy is developed, with the goals of increasing overall brand awareness, expanding the reach of the festival among younger demographic groups, and strengthening the educational and inspirational aspect of the festival. Specific activities are proposed to guide...
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Customer segmentation by flavours of RedBull energy drinks
Doubková, Laura ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Author: Laura Doubková Title: Customer segmentation by flavour of Red Bull energy drinks Objectives: The main objective of this bachelor thesis is to identify customer segments based on their preferences for different flavours of Red Bull energy drinks. Methods: This thesis uses a quantitative research method. Data collection was conducted through an online questionnaire survey. The questionnaire was developed based on literature search and professional studies. The data analysis was first conducted using the elbow method to determine the optimal number of clusters for each beverage flavour. Subsequently, the clusters were identified and characterized using the K-modes clustering algorithm, which is optimized to work with categorical data. Results: The analysis showed that the choice of specific flavours of Red Bull energy drinks is influenced by various demographic, psychographic and behavioural factors. This suggests the need for a differentiated approach to each customer segment. These findings demonstrate that adequate market segmentation and targeted marketing can significantly help the Red Bull brand to meet customer needs and strengthen its competitiveness in the energy drink market. Conclusion: By analysing the differentiating factors in the choice of Red Bull energy drink flavours,...
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GOODIE marketing strategy
Syroťuková, Karolína ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
This bachelor thesis deals with the creation of a modern communication strategy in the dynamic world of marketing, where rapid digitalization and changing consumer behavior require constant adaptation. Specifically, the thesis focuses on the Czech brand Goodie, which is known for its commitment to health, beauty and sustainability. The bachelor thesis evaluates traditional marketing methods while bringing new insights and significant transformations to these approaches. The theoretical part delves into marketing strategy and strategic planning, carefully considering the different stages of planning and the selection of appropriate analytical methods for the practical application of strategy. It then discusses the systematization of marketing strategies, leading to the selection of a specific communication strategy. This section also identifies and evaluates current trends that are reshaping marketing communications today. The practical section begins with methodology and continues with the phases of strategic planning based on theoretical knowledge. The aim is to provide the Goodie brand with a communication strategy based on theoretical knowledge and data from a marketing situational analysis and a questionnaire survey focused on consumer behaviour, brand perception and the impact of current...
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Campaigns by Adidas company in the context of generation Z
Bernardová, Gabriela ; Opelík, Daniel (advisor) ; Bačuvčík, Radim (referee)
Title: Adidas campaigns in the context of Generation Z Objectives: The main aim of this thesis is to identify the perception of Adidas campaigns by selected Generation Z representatives studying at selected faculties of Charles University. Methods: In order to achieve the stated objective, first a quantitative method in the form of an electronic questionnaire survey was used. This method was supported by the implementation of focus groups with representatives from selected faculties to provide additional data or clarification of phenomena arising from the analysis of the data obtained from the questionnaire survey. Results: The thesis research confirmed the existence of differences in the perception of Adidas brand campaigns between FSV UK and FTSV UK students. Although the analysed results regarding the values characterising Generation Z from both surveys reflect the values selected based on the literature search for the whole Generation Z, they are represented to a different extent for each representative from the chosen faculties. Based on the results, shared values could be considered sport as a form of entertainment, interest in sustainability, or an emphasis on the importance of mental health. Respondents, however, have very different perceptions of campaigns focused on LGBT+ community...
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Communication activities of the non-profit festival Budějovický Majáles
Vančata, Petr ; Černá, Eliška (advisor) ; Ježková, Tereza (referee)
This thesis focuses on the analysis of the communication and promotional activities of the largest non-profit festival in the Czech Republic, the Budějovice Majáles. Specifically, it focuses on identifying positive and negative aspects of communication in order to evaluate how to most effectively reach the target group of visitors. The theoretical part includes a definition of marketing activities and an introduction to the Budějovice Majáles. The practical part is followed by an analysis of the communication of selected festival events and the interpretation of interviews with visitors and festival organisers who evaluated their marketing strategies. Both groups, despite the seemingly worsened recognisability, appreciated the form of the visuals, which are significantly renewed every year by the festival. Differences emerged between the groups in terms of perceived importance of the festival's communication themes, with the atmosphere, personal experience and quality of the programme being most important to visitors. The organisers highlighted the attractiveness of the festival's extra activities and innovative elements in communication.
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Using service design as a company's tool for success in a saturated marketplace
Syručková, Pavlína ; Schneiderová, Soňa (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the use of service design as a key tool for improving competitiveness of firms in oversaturated markets. The thesis explores how the integration of service design with marketing and communication strategies can improve customer relationships and enhance the experience. Based on a case study of Alfa Ltd, the thesis demonstrates how service design principles can be effectively applied to service innovation. The thesis uses quantitative and qualitative research on customer preferences to identify key factors that influence the successful implementation of service design. The results suggest that systematically integrating service design into corporate strategy can lead to sustainable growth and improved market positioning.
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Proposal of on-line marketing stratégy for e-shop
Jiroušová, Aneta ; Chlebovský, Vít (referee) ; Havíř, David (advisor)
The thesis is focused on the marketing strategy and its proposal in the selected company Escapeza s.r.o. It is divided into three parts. The first part describes the theoretical foundations based on professional publications from various authors who specialize in the field of marketing and marketing strategy. The second part discusses the analysis of the current marketing setup in the selected company and the impact of internal and external factors. The final part of the thesis outlines the proposals for the company's marketing strategy.
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Marketing Strategy Proposal for the Selected Company
Verner, Pavel ; Kaňovská, Lucie (referee) ; Chlebovský, Vít (advisor)
This diploma thesis deals with the design of the marketing strategy of a selected company. The first part deals with the objectives, methodologies and the procedure used to achieve them. The second part of the thesis presents the theoretical basis of the thesis and the technical concepts needed for the third part of the thesis, the analysis of the current situation, which is devoted to the analysis of the current situation, internal and external factors and the survey of customer needs and preferences. The outputs from the analysis of the current state are used in the following own solution proposals, where the output is a proposal of the future marketing strategy of the company with an emphasis on online marketing and the use of artificial intelligence.
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Proposal for the Extension of the Functionality of Electronic Shelf Labels for the Improvement of Communication with Customers
Petýrková, Pavlína ; Pospíšil, Jan (referee) ; Chlebovský, Vít (advisor)
The topic of this thesis is a proposal to expand the functionalities of electronic shelf labels to enhance communication with customers. The thesis is divided into three parts – theoretical, analytical, and proposal. The theoretical part is based on professional literature and is crucial to a deeper understanding of the issue. It also serves as a basis for the analytical part. In its introduction the company DATART is presented. The analytical part then deals with answering partial research questions interviews, questionnaire survey and observation. Based on the results of the analysis, the proposal part develops proposals focusing on specific measures and strategies that will meet the defined objectives.
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Proposal of the company's marketing strategy
Ryba, Jakub ; Schüller, David (referee) ; Havíř, David (advisor)
The thesis deals with the design of a marketing strategy for Teepee in Style, a company that provides experiential teepee accommodation. The theoretical part of the thesis explains key marketing concepts, including the marketing mix, online marketing and the use of social media. The analytical part assesses the current state of the company, analyses the market, customer behaviour, competitors and identifies opportunities for improvement. Based on the findings, specific proposals for the company's marketing strategy are formulated.
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