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Marketing communications and the use of influencer marketing of PRIME, hydration drinks
Soukup, Richard ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
Influencer marketing is nowadays a very widespread and powerful tool used especially on social networks to implement marketing strategies. This paper discusses the use of influencer marketing in connection with the PRIME brand of beverages based on just two influencers. The thesis includes a description of the other marketing communication activities of this brand with an emphasis on sports sponsorship and collaboration with athletes. An analysis of the brand's competition in the United States has been conducted and reasons have been given for the brand's decision to target European sports clubs in particular. The aim of the thesis was to present the success the brand has gained in its short existence in the foreign market and to compare it with the general perception in the Czech market. The effect of influencer marketing and other communication tools of the brand on the Czech consumers, the awareness of the brand founders and the perception of the products offered were investigated using an anonymous quantitative online questionnaire survey conducted on 100 respondents. As a result, it was found that the Czech market is familiar with both brand founders and influencer marketing has an effect on 66% of all respondents, however, other communication tools of the brand do not have the desired effect...
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Effectiveness of selected PR events of the Ski and Bike Centrum Radotín sport organisation
Opová, Kristýna ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Effectiveness of selected PR events of the Ski a Bike Centrum Radotín sport organisation Objectives: The main aim of this bachelor thesis is to create a proposal for improving the marketing communication in the Ski and Bike Centrum Radotín sports organization, focusing on PR events and their effectiveness in achieving marketing goals. Since this topic is very broad, the thesis focuses in detail on only one type of events and that is events for the company's regular customers, namely regular bike rides. Methods: Both qualitative and quantitative research methods were used in this thesis. Specifically, for qualitative research, secondary data analysis and a semi- structured interview with the co-owner of Ski and Bike Centrum Radotín were used. The quantitative method in this thesis is represented by a questionnaire survey conducted online with participants of rides organized by Ski and Bike Centrum Radotín. Results: In most cases, the results of the questionnaire survey measured the effectiveness of SBCR's PR events in achieving the set objectives. The organisation of the events works well and the participants remember the SBCR brand better and the relationship between the brand and the customer deepens. The results also showed that the company should focus on the operation of the rental and...
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Strategic Communication of the culture of the royal city of Písek in the last decade (2012-2022)
Kuchařová, Klára ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
The aim of the thesis was to analyse and interpret the communication of cultural events in the selected city in the given time period from 2012 to 2022 and to survey public opinion about culture in the city of Písek. The theoretical part of the thesis focuses on defining the basic concepts related to marketing and strategic communication and focusing on their use in the communication of cities and municipalities. The practical part analyses the strategic communication of the city in the given time horizon by means of a comparative analysis, supplemented by a questionnaire survey among the city residents concerning satisfaction with communication and promotional activities.
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Social media as a marketing communication tool in fitness centres
Nováková, Anežka ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Social media as a marketing communication tool in fitness centres Objectives: The main aim of this bachelor thesis is to propose a specific social media marketing plan for 2025 for a selected fitness centre, based on the data collected from the interview and analysis of the existing social media management. Application. The created marketing plan will be used in the selected fitness centre for the year 2025, at the same time this work can serve as an inspiration for other entities that want to improve their operations or build their own social media plan. Methods: In this thesis, qualitative and quantitative data research method is used. In the first stage, a qualitative method is used in the form of a semi-structured interview with the fitness center management. This is followed by a quantitative method through social network analysis of the centre. Results: The results obtained from both researches show that the selected fitness centre has considerable scope for improving its social media communication. Therefore, a comprehensive social media marketing plan for the fitness center was designed for the year 2025, which includes general recommendations, phasing, and a specific posting plan for the selected month. Keywords: social media, marketing communication, fitness center, Instagram, Facebook
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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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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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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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Differences in communication and promotion between Eastern and Western esport organisations demonstrated on G2 Esports and T1
Bušek, Frederik ; Schneiderová, Soňa (advisor) ; Moravcová, Hana (referee)
This bachelor's thesis focuses on analyzing the marketing communication strategies of Western and Eastern esports organizations, emphasizing two leading teams, G2 Esports and T1, as representatives of each region. The main goal of the work was to understand and describe how these organizations adapt their marketing strategies to resonate with culturally diverse fan bases. The research employed both qualitative and quantitative methods, including content analysis on social media and interviews with team representatives linked to their strategic communication. The study revealed that while G2 Esports prefers informal and humorously toned communication, T1 focuses on professionalism and content quality. This work emphasizes that understanding cultural nuances is crucial for successful global communication and can significantly contribute to better fan engagement and the growth of esports brands on an international scale. The results of the thesis offer insights and recommendations for esports teams on how to effectively reach and maintain a global audience in the competitively saturated esports environment.
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Proposal to Change the Marketing Communication of a Real Estate Agency
Kolářová, Anna ; Kučera, Radim (referee) ; Kaňovská, Lucie (advisor)
This thesis deals with a proposal to improve the marketing communication of a selected real estate agency with a primary focus on the preferences of Generation Z. The thesis is divided into three parts, the theoretical part focuses on marketing communication of services, generation Z, X and Y and the main features characterizing the real estate market. The analytical part focuses on the current situation of the selected real estate agency in the field of marketing communication, the analysis of the external and internal environment and qualitative research focusing on the preferences of Generation Z in choosing their own housing. In the proposal part, optimal changes in the field of marketing communication for the real estate agency are recommended on the basis of the analytical part.
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