This thesis focuses on consumer competitions. Author designed the consumer competition based on theoretical knowledge, which is mentioned in the theoretical part of the thesis. This part contains all types of competitions,legal regulations and outlines present problems in this area. In the practical part of the work author describes juice market and target group. Key part is the competition design itself, including the economic impact of the competition.

This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.

The object of this diploma thesis is the composition of marketing plan for establish new company Climbing land. The theoretic part presents the basic information from the section of a marketing planning and methods. Next follows the analyses of the corporate environment. Acquired data are evaluated and applied in the particular concept of marketing plan for one year. The last part is proposal for building climbing centre.

Diploma theses represents project of marketing a communication strategy of manufacturing company. This work includes situation analysis of present situation including evaluation of weaknesses and streghts of the company, opportunities and threaths and on the basis of this analysis particular marketing and communication strategy, budget and timing has been designed.

The purpose of this thesis is to acquire a deeper understanding of advantages and disadvantages of having a wide target group within Swedish festivals or events, and how they can maintain it through the three concepts customer experience, cocreation value and brand image. This research will be conducted through relevant topics that have been identified, studied and analyzed in order to fill the existing research gap. This leads the thesis into its three research questions: What are the advantages and disadvantages of a wide target group for an organizer in a festival or event context? How does organizers of a festival or event actively use the concepts customer experience, co-creation value and brand image? and What is the common denominator that makes a wide target group possible within a festival or event context and makes the customers return? Since the research area were considered as unexplored, the thesis is a qualitative research with a deductive research approach. It has been based on interviews with five respondents from areas that are considered relevant to answer the research question and achieve the purpose. The literature review in this thesis includes theory that are related to target group, customer experience, co-creation value, brand image and festivals and events. The theory chapter have then resulted in a conceptual framework where the different topics are explained in a summarize that demonstrates the relations between them and the different theories. The theory chapter have then been used to analyze the empirical data that where gathered through different companies that are involved in either a festival or event. The empirical and analysis chapter includes a discussion where the empirical data, theory, and statements are presented, compared and analyzed. This is followed by the conclusion chapter that contains answers of the research questions, implications, recommendations, and lastly future research. As this thesis introduces target groups in a context that is seen as new and unexplored, the thesis can be seen as unique and be valuable for Swedish companies that consider to expand and conduct a wide, or wider, target group.

El proyecto de negocio presentado consta de un restaurante con el modelo de dark kitchen para aprovechar la rentabilidad que generan este tipo de estructuras de negocio. Nuestra propuesta consta de alimentos vegetarianos, dónde el producto estrella es nuestra hamburguesa 100% hecha a base de vegetales, pero con sabor y consistencia a la carne real. Esta propuesta de producto es disruptiva en el país ya que existe poca competencia directa, además responde a una tendencia global y local apostando por el cuidado del medio ambiente, respeto por la vida animal y preocupación por la salud de la sociedad. Nuestro enfoque del target group considera a carnívoros que buscan mejorar aspectos de salud en cuanto a su alimentación y los vegetarianos. En el trabajo a continuación, hemos desarrollado la investigación de mercado que resalta la necesidad y tendencias de alimentación de nuestro grupo objetivo, elaboramos un plan de marketing que busca precisar las acciones que contribuirán con las ventas proyectadas en un periodo de 05 años, realizamos el plan de operaciones, recursos humanos y un análisis financiero para establecer los procesos en cada etapa del proyecto. Finalmente, en el análisis financiero, los escenarios del proyecto resultaron indicadores financieros concluyendo que el negocio es viable porque generamos atractivos niveles de rentabilidad. / The business plan presented consists of a restaurant with the dark kitchen model to take advantage of the profitability generated by this type of business structure. Our proposal consists of vegetarian foods, where the star product is our 100% vegetable-based hamburger, but with the flavor and consistency of real meat. This product proposal is disruptive in the country since there is little direct competition, it also responds to a global and local trend betting on caring for the environment, respect for animal life and concern for the health of society. Our target group approach considers carnivores seeking to improve health aspects of their diet and vegetarians. In the following work presented, we have developed market research that highlights the need and trends in food for our target group, we develop a marketing plan that seeks to specify the actions that will contribute to the projected sales in a period of 05 years, we carry out the operational plans, human resources and a financial analysis to establish the processes in each stage of the project. Finally, in the financial analysis, the project scenarios resulted in financial indicators, concluding that the business is viable because we generate attractive levels of profitability. / Trabajo de investigación

Trots att den svenska marknaden för transport av el utgörs av ett naturligt monopol är kundnöjdhet ändå av betydelse för att, genom ett gott samarbete mellan organisation och kunder, upprätthålla ett gott varumärke och facilitera hållbar utveckling. Elnätsföretag har högre kundkrav på extern kommunikation än andra sektorer vilket gör att de också behöver leverera mer kvalitativ extern kommunikation för att upprätthålla kundnöjdhet. Trots flera internationella standarder för miljökommunikation är det få som förser verksamheten med konkreta verktyg för lyckad extern miljökommunikation. Syftet med detta arbete är att identifiera vilken typ av information, kopplat till hållbarhetsfrågor, som elnätskunder tycker är relevant och intressant samt huruvida detta skiljer sig mellan målgrupper. Detta görs genom en enkätundersökning som är utformad för att identifiera vilken typ av hållbarhetsbudskap som har effekt på kundernas inställning till, och förtroende för, sitt elnätsbolag. Resultatet tyder på att olika innehåll i miljökommunikation genererar olika effekt på nöjdhet och förtroende. Det visar också att hållbarhetsbudskap som kunderna föredrar inte nödvändigtvis är de budskap som ger störst effekt på förtroende och kundnöjdhet. Resultatet kan ligga till grund för vidare studier i riktad extern kommunikation med syfte att motivera och understödja hållbar utveckling på elnätsbranschen. / Even though the Swedish market for the transport of electricity constitutes a natural monopoly, customer satisfaction is nevertheless important to, through good cooperation between the organization and customers, maintain a good brand and facilitate sustainable development. Electricity network companies have higher customer requirements for external communication than other sectors, which means that they also need to deliver more qualitative external communication to maintain customer satisfaction. Despite several international standards for environmental communication, few provide the business with concrete tools for successful external environmental communication. The purpose of this work is to identify what kind of information, linked to sustainability issues, that electricity grid customers find relevant and interesting, and whether this differs between target groups. This is done through a survey designed to identify the type of sustainability message that has effect on customers' attitudes towards, and confidence in, their electricity grid company. The results suggest that different content in environmental communication generates different effects on satisfaction and trust. It also shows that sustainability messages that customers prefer are not necessarily the messages that have the greatest effect on trust and customer satisfaction. The result can form the basis for further studies in targeted external communication with the aim of motivating and facilitating sustainable development in the electricity grid industry.

A dissertation deals with small single-placed car body design (so-called microcar cathegory). The new design is based on the undercart and the engine of serial Mitsuoka Kit Car. Therefore the aim belongs to re-design tasks. Analytical part of the dissertation deals with two basic questions influencing the final draft. The Corporate identity at first and a problematic of the target group level of aesthetical perception linked to preferred design. On grounds of analysis the core values for new design have been set down. The particular values have been presented with the help of existing reference objects from the field of automotive design. This part also includes a questionnairy, which had been focused on prefered design conception. Due to low microcars topic awareness in Czech Republic, the questionnairy had informational character and the final design conception has been chosen on the base of functional aspects analysis. The final design development, shown on sketches and basic software renderings, is based on gradual steps that lead to the core values expression with regards to input parameters and basic design rules as well. The final design is introduced together with description of its technical solution and detailed design. The solution respects the mentioned target group and the institution Corporate Identity.

In today's society, influencers have grown and become much more common, thus marketing insocial media has increased drastically. Many companies today have influencer marketing aspart of their marketing strategy. With the help of influencer marketing, companies can increasetheir reach in campaigns and thus increase their brand awareness. The purpose of the study wasto create a deeper understanding of how food companies that work with influencer marketing,select their influencers to collaborate with. The main question was: "How do food companieschoose influencers to work with to strengthen brand awareness among the target group?". Thestudy was based on abductive reasoning with a qualitative method. Empirical data werecollected from interviews with two respondents from the food companies Zeta and Pändy. Thestudy showed that food companies see influencer marketing as an effective way to increasebrand awareness among the target group and that they want to be valued as top-of-mind.Furthermore, the study indicates that food companies value the influence of influencers higherthan the statistics regarding followers. / I dagens samhälle har influencers växt och blivit betydligt vanligare, därmed harmarknadsföringen i sociala medier ökat drastiskt. Många företag har idag influencer marketingsom en del av sin marknadsföringsstrategi. Företag kan med hjälp av influencer marketing ökasin räckvidd i kampanjer och på så sätt öka sin varumärkeskännedom. Syftet med studien varatt skapa en djupare förståelse för hur livsmedelsföretag som arbetar med influencer marketingväljer ut influencers att samarbeta med. Detta med hjälp av frågeställningen “Hur väljerlivsmedelsföretag influencers att samarbeta med för att stärka varumärkeskännedomen blandmålgruppen?”. Uppsatsen utgick från en abduktiv ansats med en kvalitativ metod. Empiriskdata samlades in från intervjuer med två respondenter från livsmedelsföretagen Zeta och Pändy.Studien visade på att livsmedelsföretag ser influencer marketing som ett effektivt sätt att ökavarumärkeskännedomen bland målgruppen och önskar på så sätt värderas som top-of-mind.Vidare pekade studien på att livsmedelsföretag värdesätter influencers image högre änstatistiken gällande följare.

This diploma thesis deals with an analysis of the marketing activities of the company "Österreich Werbung". This company is mainly concerned with marketing communication, whose single elements it uses to promote campaigns of their Austrian partners or its own brand "Holiday in Austria". The analysis is preceded by an analytical and methodological section, which provides important theoretical starting points for the evaluation of the analysis and for recommendations for the future. In the second section the single elements of communication mix with regard to the target group are analysed by means of examples of concrete campaigns in 2010. Due to the analysis carried out, the communication mix of the company is evaluated and recommendations are proposed to optimise the mix.