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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
BTL marketing communications as an incitement to the purchase, applied to Coca-Cola brand
 Mahdalová, Renata ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.
Detailed record
Effects evaluation of the chosen advertising campaign launched by Coca-Cola Česká republika s.r.o.
 Pelc, Petr ; Koudelka, Jan (advisor) ; Bil, Stanislav (referee)
Water brand Bonaqua belongs among well established brands on the Czech beverage market. In July 2007 was launched campaign "možná ti ulehčí cestu", which was primarily designed to provide much better market performance. Although this campaign was very successful, today, after three years, it is obvious that a basic goal of this campaign was not fulfilled. This thesis deals with detailed characterization of the whole campaign and with following testing and effects evaluation by using of series in-depth interviews and one focus group. Due to large amount of the gathered data about campaign I was able to identify strong and weak elements of this campaign. If it was possible I designed improvement of the weak elements. These designs were tested again to verify their potential effects.
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