Diploma thesis is focused on assessment of Kaktus the T-Mobile Czech Republic brand marketing communication. The company provides telecommunication services and the brand is targeted at specific group. The thesis is divided into theoretical and practical parts.
In the theoretical part, there is described theoretical basis emerging from study of literature, as there are determined basic terms like marketing mix, marketing of services, marketing communication, marketing communication toolkit, social media communication, psychological impacts of advertising and marketing research.
The practical part presents T-Mobile Czech Republic a.s., describes its marketing mix, its most important competition and the degree of risk they stand for. The core part involves delineation and evaluation of currently applied methods of marketing communication that were developed after interview with brand marketing communication specialist and providing with internal data. The following part contains evaluation of questionnaire research that was realized among members of the target group in order to find out the way they perceive the brand marketing communication. It also contains evaluation of analysis of existing and potential impacts on the brand that was developed on the basis of internal data. These results are basis for the suggestion of marketing communication extensions heading to expansit of brand awareness and number of customers without being inconsistent with the brand ideology.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259135 |
| Date | January 2016 |
| Creators | Staňková, Pavlína |
| Contributors | Huml, Jan, Jiří, Jiří |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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