The diploma thesis analyzes the brand positioning and marketing strategy of the company Plzeňský Prazdroj, a.s. The first part of the study presents the main marketing terms and theories. The next chapter deals with the subject of brand identity and brand value. The practical part presents the brewery company Plzeňský Prazdroj, a.s. and portfolio of its products. The following chapter analyzes brand positioning, communication campaigns and sponsoring activities of the brands of Pilsner Urquell, Gambrinus, Radegast and Velkopopovický Kozel. The results of the field questioning show the associations of consumers with the brands mentioned above and the knowledge of their communication campaigns. Those results are compared to the identity of brands. At the end of the thesis there are some recommendations for changes in the brand communication.

The graduation theses deals with the relaunch of the sparkling alcoholic drink Frisco realised between 2008 and 2009. The most important change within the mentioned relaunch consisted in a redefinition of the brand's target group. The main task of the graduation theses was to analyze the brand according to its new target group -- brand awareness within the redefined target group and the image of the brand Frisco. Theoretical part defines the following terms: brand, importance of a brand within marketing and brand management. Practical part introduces the brewery company Plzeňský Prazdroj and its product portfolio. It also characterises the process of the brand's relaunch. The analysis of the Czech alcohol market and consumptions trends discovers opportunities and possible threats for the further development of the brand Frisco. The crucial part of the thesis is based on consumers' research which was realised with the aim of a communication's efficiency evaluation -- especially the evaluation of the brand awareness and the image of the brand Frisco. The final part includes recommendations for the further brand's development based on the previous realized analysis.

Influencer marketing is today a well-known marketing strategy used by many companies and the phenomenon is growing day by day. This is mostly a strategy with the spotlight on how the company can reach their consumers through famous people on social medias, not with focus on what relationship is created between all the parties. This study has the purpose to create a better understanding of how influencers use a marketing communication strategy to build a relationship with their target groups. To delimitate the research the focus will be on Instagram as a platform for influencers to work on. To get an answer on the purpose, a qualitative case study consisting of three interviews with influencers, together with three complementary content studies have been executed. The theories used in the study are influencer marketing along with a marketing communication strategy and relationship marketing model. These are the foundation and the theoretical framework for the study and used to investigate the influencer - follower relationship from the perspective of the influencer. The collected data presents a result that shows that influencers are concerned about their relationship to the followers and are dedicated to improve this. They all see a meaningful gain in creating a long-term relationship with respect and trust shown from both parties. The influencers are in some ways conscious about their usage of marketing communication strategies and in some ways not. We can see similarities and differences between all the influencers regarding all theories. The differences can depend on various nationalities among the respondents and inequality in the number of followers. As a conclusion and theoretical contribution from this study we claim that several parts of the marketing communication strategy used can have a direct impact on specific parts of the relationship marketing model used in this research. Influencers and companies who are aware of these factors may have a bigger chance of success.

In the first theoretical part I focuse on explaining of the basic marketing terms that are relevant for this thesis. I deal with the description of the importance of marketing, communication strategy, marketing and communication mix. The practical part is focused on the application of theoretical knowledge into a concrete project of the new product line of Heinz tomato paste and puree. After describing the individual parts of the marketing mix I analyze the communication mix. In the last two chapters I concern the evaluation of the communication strategy chosen by the Heinz company and I suggest some propositions for changes, too.

This master's thesis has two main objectives. The first one is represented by the theoretical research of the current situation in the field of social media and the explanation of its marketing use. The potential of communication channels suitable for corporate presentations is described in detail thereafter, while most attention is paid to the following services: Facebook, Twitter, Google+ and YouTube. The other aim of the work is reflected in the practical part which focuses on a draft of the new communication strategy for Film Festival Finale in social media terms. These specific targets were chosen using the SWOT analysis carried out through an expert inquiry in the festival team. The final section is a guide for organizers of film festivals. This comprehensive social media tactics is divided into three phases describing the different activities of the marketer before, during and after the festival.

The aim of this thesis was to create a new communications strategy for the athletics meeting called Grand Prix Ústí nad Labem, thereby ensuring greater participation of the audience. The first part of this thesis is focused on the theoretical background with an emphasis on marketing communication and it's differences in the focus on sport and the development of effective communication using the tools of the communication mix. The second part of this work is devoted to the history and present of the athletics in Ústí nad Labem and the history of Grand Prix Ústí nad Labem. The third part of this thesis describes the current operation of the athletic meeting, it's organizational structure and financial aspects of the existing communication strategy. The fourth part is the actual research conducted through questionnaires. The results of the survey and additional outputs from SPSS helped to create the fifth part, the part which is designed to refocus the athletic meeting communication strategy -- billboards, tickets, TV commercials, to improve Internet and Internet forums communications, etc., which should help increase public participation in the actual Grand Prix meeting Ústí nad Labem.

diploma thesis at hand is titled "The Use of Marketing in Strategic Management and Planning in Small and Medium-sized Companies". The objective of the thesis is to create a meaningful, causal, systematic, and practically usable analysis of the given topic; and, subsequently, apply such academic knowledge in drafting a marketing strategy for the purposes of the company named SkiServis Kunžak (SPORT2000 Smejkal). The company in question is a retail outlet selling ski, snowboard, and cross-country ski equipment. Alongside with this, it provides servicing and rentals of the goods mentioned above. The needs of the company are determined by the need to respond constantly to evolving society and, in correlation, to increasingly dynamic and more demanding variability of the environment. At the current time, the most outstanding role is especially played by the social economic crisis. Creating a strategic marketing plan was selected as a key strategic weapon for SkiServis Kunžak. The principal means of achieving the objectives then include a selection of specific marketing communication strategy. SkiServis Kunžak (SPORT2000 Smejkal), a small company, had not elaborated their marketing strategy before this thesis was produced. Marketing and its issues had been tackled intuitively and randomly. To the largest extent, SkiServis Kunžak used to rely on word-of-mouth promotion in which satisfied customers would spread awareness of the company's existence and its scope of business. Given the varying conditions of existing markets, changes in values in society instigated by changes in values in individuals, and with regard to new demands, dynamics of competitors, etc., the management at SkiServis Kunžak (SPORT2000 Smejkal) decided to pay proper attention to the marketing strategy. The diploma thesis is divided into four major sections. The introductory section defines the root cause and motivation behind the selection of the topic for this thesis. Key questions are asked concerning the process of creating company's marketing strategy, and these are gradually answered during the process of tackling the subject matter. The second section observes the theoretical and methodological framework as a support for the following practical (applied) section. Theoretical grounds for the diploma thesis have been mostly compiled from professional literature. Thus, the theoretical module is prevailingly of compilation nature. Theoretical and methodological section is further divided into two subchapters. The first subchapter defines, in the given context, currently frequently used terms related to successful existence of small and medium-sized businesses in competitive market environment. Attention is paid to the following terms: "strategy", "innovation", "twenty-first-century marketing", "specifics of small and medium-sized companies", "strategic alliances". The second subchapter of the theoretical module specifies the strategic marketing plan. The text is structured and delivered in a more or less bullet point format because essential descriptions and contextual references are explained in preceding chapters. The text defines the following terms: "company's visions and targets", "marketing research", "critical success factors", "strategic situation analysis", "SWOT analysis", etc. The chapter also defines partial corporate strategy, i.e. marketing strategy. It specifies marketing targets that stem from company's targets and from a completed situational analysis. Out of all marketing strategies, the "marketing communication strategy" is considered best for the purposes of the applied section. The practical (applied) section, and the third module, takes into account former and existing facts relating to SkiServis Kunžak (SPORT2000 Smejkal) with a view of future orientation. Subsequently, the thesis introduces an applied situational analysis made through SWOT analysis followed by the draft of the marketing strategy itself through communication mix. The emphasis is, among others, put on the effort to "survive" the current economic crisis and preserve existing customers, increase company's market share, increase awareness of SkiServis Kunžak, etc. The final section synthetically summarizes fundamental results of individual analytic chapters. Also, the reader can find here an outline of the issues to be explored in the future.

Thesis (MPA.) --University of Limpopo, 2014 / Refer to the document

<p>Aim: The aim of this essay is to study the communication strategy that the company SATS developed before taking over the company e2. The following questions are to be answered: - what was the planned communication strategy before taking over the company e2? - did SATS follow their original plan when implementing this strategy? – Which strengths and weaknesses of the communication strategy can be identified based on opinions of the employees?</p><p>Material/Method: Together with literature and document studies, a qualitative method has been used and seven personal interviews have been conducted. One informant was selected due to professional position; the other six respondents were former employees of the affected company e2.</p><p>Main results: The main results from the study show that the company SATS did in fact follow their plan very accurately with only some minor changes such as an earlier started education program and exclusion of an initially planned evaluation activity. Communication about the takeover of e2 to employees was quick and clear. This can be seen as strength of the strategy. The employees were positive to all of the activities that involved personal contact and face to face meetings. However the employees were negative to the limited possibilities for contribution of opinions and also to the lack of a thorough evaluation of the communication activities.</p>

Aim: The aim of this essay is to study the communication strategy that the company SATS developed before taking over the company e2. The following questions are to be answered: - what was the planned communication strategy before taking over the company e2? - did SATS follow their original plan when implementing this strategy? – Which strengths and weaknesses of the communication strategy can be identified based on opinions of the employees? Material/Method: Together with literature and document studies, a qualitative method has been used and seven personal interviews have been conducted. One informant was selected due to professional position; the other six respondents were former employees of the affected company e2. Main results: The main results from the study show that the company SATS did in fact follow their plan very accurately with only some minor changes such as an earlier started education program and exclusion of an initially planned evaluation activity. Communication about the takeover of e2 to employees was quick and clear. This can be seen as strength of the strategy. The employees were positive to all of the activities that involved personal contact and face to face meetings. However the employees were negative to the limited possibilities for contribution of opinions and also to the lack of a thorough evaluation of the communication activities.