V mé diplomové práci jsem se zaměřila na strategii marketingové komunikace ve firmě IDS BORJOMI GEORGIA Ltd. Teoretická část mé práce vymezuje marketingovou komunikaci a jak důležité je pro společnost realizovat efektivní marketingové komunikační strategie. Těžištěm mé práce je gruzínský trh s minerální vodou, jmenovitě pak nejúspěšnější zástupce na trhu značka BORJOMI. Praktická část práce pak blíže popisuje a analyzuje IDS BORJOMI Ltd a zaměřuje se zejména na její komunikační strategii. Po vyhodnocení trhu a postavení vybrané firmy byl navržen Projekt marketingové komunikační strategie, včetně času, nákladů a analýzy rizik.
Annotation in English
This Master thesis is focused on Marketing Communication strategy in IDS BORJOMI GEORGIA LTD. The theoretical part defines marketing communications and how important is for company to implement effective marketing communication strategy. The focus of my thesis is Georgian mineral water market and most successful representative of it brand BORJOMI the practical part describes and analyses IDS BORJOMI LTD and is more concentrated on com-munication strategy. After evaluation of Market and position of selected firm I have offered Project of Marketing communication strategy including time, cost and risk analysis
V mé diplomové práci jsem se zaměřila na strategii marketingové komunikace ve firmě IDS BORJOMI GEORGIA Ltd. Teoretická část mé práce vymezuje marketingovou komunikaci a jak důležité je pro společnost realizovat efektivní marketingové komunikační strategie. Těžištěm mé práce je gruzínský trh s minerální vodou, jmenovitě pak nejúspěšnější zástupce na trhu značka BORJOMI. Praktická část práce pak blíže popisuje a analyzuje IDS BORJOMI Ltd a zaměřuje se zejména na její komunikační strategii. Po vyhodnocení trhu a postavení vybrané firmy byl navržen Projekt marketingové komunikační strategie, včetně času, nákladů a analýzy rizik.
Annotation in English
This Master thesis is focused on Marketing Communication strategy in IDS BORJOMI GEORGIA LTD. The theoretical part defines marketing communications and how important is for company to implement effective marketing communication strategy. The focus of my thesis is Georgian mineral water market and most successful representative of it brand BORJOMI the practical part describes and analyses IDS BORJOMI LTD and is more concentrated on com-munication strategy. After evaluation of Market and position of selected firm I have offered Project of Marketing communication strategy including time, cost and risk analysis
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Explore the theoretical background of marketing communication strategy on branding.
Practical part
Complete analysis of current marketing communication strategy for the company of the Brand Borjomi.
Develop the project of new marketing communication strategy of Brand Borjomi.
Submit the project risk, cost and time analysis.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Explore the theoretical background of marketing communication strategy on branding.
Practical part
Complete analysis of current marketing communication strategy for the company of the Brand Borjomi.
Develop the project of new marketing communication strategy of Brand Borjomi.
Submit the project risk, cost and time analysis.
Conclusion
Recommended resources
FOURNIER, Susan, Michael BREAZEALE and Jill AVERY. Strong brands, strong relationships. Abingdon, Oxon: Routledge, Taylor and Francis Group, 2015, 435 p. ISBN 978-1-138-78682-0.
HILL, Mark E. Marketing strategy: the thinking involved. Thousand Oaks, Calif.: SAGE Publications, c2013, 335 p. ISBN 978-1-4129-8730-1.
KELLER, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. 4th ed., global ed. Harlow: Pearson, c2013, 590 p. ISBN 978-0-273-77941-4.
PERREAULT, William D., Joseph P. CANNON and E. MCCARTHY. Essentials of marketing: a marketing strategy planning approach. Fourteenth edition. New York: McGraw-Hill Education, 2015, 717 p. ISBN 978-1-259-25163-4.
SHANKAR, Venkatesh and Gregory S. CARPENTER. Handbook of marketing strategy. Cheltenham: Edward Elgar, c2012, 504 p. ISBN 978-1-78100-522-4.
Recommended resources
FOURNIER, Susan, Michael BREAZEALE and Jill AVERY. Strong brands, strong relationships. Abingdon, Oxon: Routledge, Taylor and Francis Group, 2015, 435 p. ISBN 978-1-138-78682-0.
HILL, Mark E. Marketing strategy: the thinking involved. Thousand Oaks, Calif.: SAGE Publications, c2013, 335 p. ISBN 978-1-4129-8730-1.
KELLER, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. 4th ed., global ed. Harlow: Pearson, c2013, 590 p. ISBN 978-0-273-77941-4.
PERREAULT, William D., Joseph P. CANNON and E. MCCARTHY. Essentials of marketing: a marketing strategy planning approach. Fourteenth edition. New York: McGraw-Hill Education, 2015, 717 p. ISBN 978-1-259-25163-4.
SHANKAR, Venkatesh and Gregory S. CARPENTER. Handbook of marketing strategy. Cheltenham: Edward Elgar, c2012, 504 p. ISBN 978-1-78100-522-4.
