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Pilsner Urquell sponsorship of Czech ice hockey national team
Šenkárčin, Jakub ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...
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Communication campaign of adidas Czech Republic for Energy Boost product
Šenkárčin, Jakub ; Voráček, Josef (advisor) ; Procházka, Jan (referee)
Titel: Communication campaign of adidas Czech Republic for Energy Boost product The Objective of the Thesis: The objective of this Bachelor thesis is to propose enhancements and recommendations to adidas Czech Republic on their communication campaign related to the launch of Energy Boost product. The recommendations come from a primary analysis of the campaign. Method: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a structured interview with an employee of the marketing department of adidas Czech Republic. Results of the Bachelor thesis: The conclusion of the paper evaluates the communication campaign and proposes improvements to its implementation. Guerrilla marketing, creation of a training group before the Runczech.com event, promotion of the product in specific institutions, and the "adidas vás naučí běhat!" project are among the notable suggestions. The cost of these enhancements was estimated to approximately CZK 220,000. Key words: Communication, promotion, campaign, sales support, advertisement
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