Diplomová práce se zabývá zavedením zcela nového přírodního produktu (Housenice čínské) na český trh Brno.
V první části diplomové práce je teoretická rešerše na témata, které se objevují v další části práce: integrované marketingové komunikace, chování spotřebitelů, rozdělení trhu.
V druhé části je aplikovaná metoda marketingového výzkumu v praxi, analýza shromážděných dat a získání výsledků a jejich aplikace.
Třetí část diplomové práce se věnuje možnosti a nástrojům propagace, činnostem, které mohou být v budoucnu použity pro propagaci a prezentaci produktu. V této části, na základě výsledků z druhé části diplomové práce, byly použity potřebné návrhy a doporučení.
Anotace v angličtině
The diploma thesis proposes the introduction of a completely new herbal product called Yarsagumba in the market of Brno, Czech Republic for the first time.
The first part of the thesis deals with theoretical extraction covering the following related is-sues: integrated marketing communication, consumer behavior, market segmentation.
The second part applies the proposed marketing research methodology and scope into prac-tice, analyses the collected data and extracts the research findings and ongoing suggestions.
The third part is completely dedicated in the promotional tools and activities that can be car-ried out in future in order to promote the product and create the awareness among the poten-tial customers about the existence and availability of the product. Based on the findings in the second part of the thesis, necessary suggestions and recommendations were made in the third part as well.
Diplomová práce se zabývá zavedením zcela nového přírodního produktu (Housenice čínské) na český trh Brno.
V první části diplomové práce je teoretická rešerše na témata, které se objevují v další části práce: integrované marketingové komunikace, chování spotřebitelů, rozdělení trhu.
V druhé části je aplikovaná metoda marketingového výzkumu v praxi, analýza shromážděných dat a získání výsledků a jejich aplikace.
Třetí část diplomové práce se věnuje možnosti a nástrojům propagace, činnostem, které mohou být v budoucnu použity pro propagaci a prezentaci produktu. V této části, na základě výsledků z druhé části diplomové práce, byly použity potřebné návrhy a doporučení.
Anotace v angličtině
The diploma thesis proposes the introduction of a completely new herbal product called Yarsagumba in the market of Brno, Czech Republic for the first time.
The first part of the thesis deals with theoretical extraction covering the following related is-sues: integrated marketing communication, consumer behavior, market segmentation.
The second part applies the proposed marketing research methodology and scope into prac-tice, analyses the collected data and extracts the research findings and ongoing suggestions.
The third part is completely dedicated in the promotional tools and activities that can be car-ried out in future in order to promote the product and create the awareness among the poten-tial customers about the existence and availability of the product. Based on the findings in the second part of the thesis, necessary suggestions and recommendations were made in the third part as well.
1. Study the theoretical background of marketing communications with focus on the product launching.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Analyze the degree of willingness to buy the product and preferences of identified target groups between online shops and shop in the Brno market.
4. In order to address the target groups in an appropriate manner , analyse the advantages and limits of marketing communication with forcus on direct marketing.
5. Based on the results of the analysis, make appropriate recommendations to optimize the project and mention the advantages and limits of the project.
Zásady pro vypracování
1. Study the theoretical background of marketing communications with focus on the product launching.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Analyze the degree of willingness to buy the product and preferences of identified target groups between online shops and shop in the Brno market.
4. In order to address the target groups in an appropriate manner , analyse the advantages and limits of marketing communication with forcus on direct marketing.
5. Based on the results of the analysis, make appropriate recommendations to optimize the project and mention the advantages and limits of the project.
The chairman of the commission welcomed the student on the final state examinations.
The student presented her diploma thesis to the Examination Commission according to the prescribed structure. Both the supervisor's and opponent's reviews were read. The student was given the opportunity to comment on the remarks and answer the questions below.
In the opponent's review, the following questions were asked:
1. Wouldn't you consider the registration of yarsagumba.com? Is that domain still available? The student fully answered the question.
2. Concerning marketing communications PR activities are not included into the project proposal. Could you, please, explain the reasons why, especially when we are speaking about such a non-traditional product as Yarsagumba is? The student fully answered the question.
3. How legal environment can influence proposed marketing strategy, especially product policy? The student fully answered the question.