Optimalizace marketingové komunikace vybrané společnosti
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Date
2018-05-29
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Abstract
Obsah této bakalářské práce je zaměřen na optimalizaci marketingové komunikace společnosti Bamboolik s.r.o., která se specializuje na výrobu a prodej dětských látkových plen. Teoretická část pojednává o pojmech, které se týkají marketingu, marketingového i komunikačního mixu a aktuálních trendů marketingové komunikace. V praktické části je popsána charakteristika zkoumaného objektu, jeho marketingové a komunikační nástroje. K vytvoření návrhů marketingové komunikace předcházejí dva průzkumy, analýza konkurence a šetření formou dotazníku, které slouží ke zjištění cílové skupiny a jejího nákupního chování. V závěru práce budou na základě těchto průzkumů vytvořeny návrhy, které povedou k efektivnímu oslovení cílové skupiny a zvýšení povědomí o značce.
The abstract of Bachelor´s thesis is focused on the optimalization of marketing communication in the selected company Bamboolik Ltd. The specialization of company is production and sale of babies' cloth nappies. The theoretical part is compiled as a literary research deals with concepts related to the marketing communication mix and current trends of marketing communication. The practical part describes the characteristics information of the company and their current marketing communication and marketing tools. The analytical part of the work was done according to market research. First part of research, were targeted to identify of target group and their purchasing behaviour. The second research, identify competition market. The proposals of marketing communication analyses are founded on research results. The proposals are focused on modern trends, effective advertising and as well as online communication.
The abstract of Bachelor´s thesis is focused on the optimalization of marketing communication in the selected company Bamboolik Ltd. The specialization of company is production and sale of babies' cloth nappies. The theoretical part is compiled as a literary research deals with concepts related to the marketing communication mix and current trends of marketing communication. The practical part describes the characteristics information of the company and their current marketing communication and marketing tools. The analytical part of the work was done according to market research. First part of research, were targeted to identify of target group and their purchasing behaviour. The second research, identify competition market. The proposals of marketing communication analyses are founded on research results. The proposals are focused on modern trends, effective advertising and as well as online communication.
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Ambasador značky, marketing, marketingový mix, moderní marketing, reklama, podpora prodeje, public relations, virální marketing, Ambassador of brand, marketing, marketing mix, modern trends, advertising, sales promotion, public relations, viral marketing