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Marketing Strategies of Pharmacy Network in the Czech Market
Rejzek, Jan ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The aim of the thesis is to analyze marketing tools of chosen pharmacist network and recently defined role of pharmacy in supporting the public's health and suggest recommendations for marketing strategy for obtaining the competitive advantage of the pharmacist network Alphega pharmacy. In the first part is initially approached the pharmaceutical marketing, marketing mix and communication mix. After that, the thesis is focused on the evolution of the Czech pharmacy market and the role of pharmacy in supporting the public's health. In the analytical part are analyzed marketing tools of the pharmacist network Alphega pharmacy with the use of internal secondary data of the Alliance Healthcare company. The substantial part is based on marketing research, which is divided in B2B and B2C parts. In the final chapters, the results of the research are compared, evaluated and suggested recommendations for the marketing strategy.
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Regulation of advertising of pharmaceuticals in the contex of legal and ethical regulations in the Czech Republic
Mazura, Lukáš ; Winter, Filip (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis is concerned with legal and ethical regulation of advertising, notably with legal and ethical regulation of pharmaceutical advertising. The aim is to provide comprehensive insights into issues and to demonstrate theoretical knowledge on practical examples. On a smaller scale, the thesis also points to specific problems in this area while proposing their solutions. Its content is divided into six chapters. The introduction presents the issues and outlines the grounds for choosing this subject. Furthermore, it introduces the structure of the work followed by a justification of the selection of sources and evaluates the work's final form. The theoretical part is devoted to basic concepts and aspects of the topic. Following chapters explain general regulation of advertising and specific regulation of pharmaceutical advertising. This part is not limited to a mere description of the normative framework, but is complemented with some critical considerations and suggestions for improvement. The practical part is entrusted with the analysis of related cases and their critical evaluation. A complete presentation of findings noted by the author is delivered at the end of the thesis. Mediated information of its content may be not only beneficial for the academic community, but also may...
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Communication activities of Walmark company in years 2011-2012
Vacíková, Martina ; Shavit, Anna (advisor) ; Klabíková Rábová, Tereza (referee)
The bacherlor thesis, Communication Activities of Walmark company in 2011-2012, describes communicative activities of the company Walmark. The company is a traditional producer of food supplements. The goal is a description of the marketing communication specifics, based on theoretical background of the particular market segment. The company uses all marketing mix tools. This fact defines the whole marketing strategy. The thesis analyses these basic tools, focusing on the most visible channels. Moreover, it defines legal boundaries of the food supplement promotion. Based on the primary research, the thesis evaluates if the brand and the communication strategy is well known among the consumers. It also studies communication focus within the product portfolio. The company also produces non- prescription drugs. The promotion of the non-prescription drugs is mentioned in relation to television commercials, due to their different approach to creativity and content.
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Specifics of Pharmaceutical Marketing
Čapková, Martina ; Koudelka, Jan (advisor) ; Štěpánková, Věra (referee)
The thesis deals with the topic of pharmaceutical marketing. Pharmaceutical marketing uses many usual marketing techniques, but it has also its typical characteristics. The thesis focuses on those specifics. It deals with the various tools of marketing and communication mix and their specific characteristics in relation to the pharmaceutical marketing. The thesis summarizes the theoretical literature, which relates to the topic, and explains the Czech legislation that regulates significantly all marketing activities in pharmaceutical industry. The analytical part of the thesis solves two real existing marketing problems on the example of the Belupo company. It analyses why the Simbela product has failed on the Czech market and proposes a go-to-market strategy for the new Belohair product.
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