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Marketing Research of Customer Satisfaction for Vinařství Rozařín
Novotná, Lenka ; MBA, Petr Bilavčík, (referee) ; Šimberová, Iveta (advisor)
This bachelor’s thesis deals with marketing research of customers satisfaction for company Vinařství Rozařín s.r.o. In theoretical part of the thesis defines the concepts of marketing, methods and technics marketing research. The practical part of this thesis is about research of customers satisfaction which will be make based on the questionaire. Questionaire will be concluded at the end of the thesis and suggestion will be make to create better situation for company.
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Komunikační strategie jedinečnosti vinařství v regionu Mikulov
Popela, Stanislav
The Bachelor thesis of the Communication strategy of uniqueness of winery in the Mikulov region deals with an analysis of the state of marketing communication strategy of wine enterprises in the Mikulov wine sub-area, focusing on selected medium-sized winery. The aim of this thesis is to create and propose a new communication strategy of this wine company. Teoretical part describes the field of winemaking, its historical origin in the Czech lands and the Mikulov sub-area. Later on it also discusses the description of marketing and marketing in the winery. The practical part focuses on the analysis of the state of marketing in wine companies in Mikulov, comparison with the wine sites of northern Italy in a form of a questionnaire survey of wine companies as well as the survey for consumers. Subsequently, in the practical part, there is contained a description of the current communication strategy of the selected winery and a development of a new company strategy as a potentially beneficial work. In the conclusion of this thesis are recommended procedures to improve this communication marketing strategy and implement it in practice of the selected wine company.
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A comparative study of a communication strategy of brands Templářské sklepy and Bohemia within 2011-2012
Šimíková, Nikola ; Průša, Přemysl (advisor) ; Halada, Jan (referee)
This Bachelor Thesis focuses on Winery Marketing - its theory, and especially its use in practice. The major focus is a comparative analysis of two competitors in the Czech wine market - the brands Templarske sklepy Cejkovice and Bohemia Sekt - the most active in domestic wine marketing. These are first described and analyzed in detail and then compared concerning their brand identities, the history of their communication and the actual marketing activities used within the years 2011 and 2012, and also their image in the eyes of customers. This thesis focuses especially on public relations, press, internet, sales promotion and then on the activities specific to each particular brand. Within the analysis some basic theory and practical use of Wine Marketing is also described. The goal of this thesis is a comparison of the communication strategies of these two brands, its evaluation and a proposal for some improvements concerning the respective communication strategies. The practical part, attached below, focuses on the brand perception by wine consumers and wine professionals. The results should help to identify the pros and cons of these brands, their popularity among consumers and the different points of view of consumers and professionals.
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Communication of Czech Wine Associations (VOC) in the Digital Era
Mrázová, Anna ; Koudelková, Petra (advisor) ; Wolák, Radim (referee)
Social media has been getting more and more attention from common users as well as businesses. Although the level of social media adoption varies by sector and geographical location, all companies strive to understand which social media platforms adopt and how to effectively use them. There is a specific position for the winery sector, which is widely recognised as traditional. However, more and more people search for information, share information and purchase goods or services online, which made presence on social media inevitable even for wineries. There is a body of literature concerning wineries' social media adoption and usage, however there is none of such kind to be found in the Czech Republic. Thus, this paper's aim is to fill this gap and to find out to what extent do Czech wineries use social media and why. This paper investigates 96 responses from wineries from all regions of the Czech Republic. The evidence is that the common communication channels of Czech wineries are rather traditional, being it personal communication, email or phone. However, the level of social media adoption in comparison with Australia, Germany or New Zealand is rather high. Although Czech wineries value social media, there is a significant lack of knowledge in how to use them efficiently.
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A comparative study of a communication strategy of brands Templářské sklepy and Bohemia within 2011-2012
Šimíková, Nikola ; Průša, Přemysl (advisor) ; Halada, Jan (referee)
This Bachelor Thesis focuses on Winery Marketing - its theory, and especially its use in practice. The major focus is a comparative analysis of two competitors in the Czech wine market - the brands Templarske sklepy Cejkovice and Bohemia Sekt - the most active in domestic wine marketing. These are first described and analyzed in detail and then compared concerning their brand identities, the history of their communication and the actual marketing activities used within the years 2011 and 2012, and also their image in the eyes of customers. This thesis focuses especially on public relations, press, internet, sales promotion and then on the activities specific to each particular brand. Within the analysis some basic theory and practical use of Wine Marketing is also described. The goal of this thesis is a comparison of the communication strategies of these two brands, its evaluation and a proposal for some improvements concerning the respective communication strategies. The practical part, attached below, focuses on the brand perception by wine consumers and wine professionals. The results should help to identify the pros and cons of these brands, their popularity among consumers and the different points of view of consumers and professionals.
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Marketing Research of Customer Satisfaction for Vinařství Rozařín
Novotná, Lenka ; MBA, Petr Bilavčík, (referee) ; Šimberová, Iveta (advisor)
This bachelor’s thesis deals with marketing research of customers satisfaction for company Vinařství Rozařín s.r.o. In theoretical part of the thesis defines the concepts of marketing, methods and technics marketing research. The practical part of this thesis is about research of customers satisfaction which will be make based on the questionaire. Questionaire will be concluded at the end of the thesis and suggestion will be make to create better situation for company.
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