Zavádění nového výrobku a návrh jeho propagační strategie v konkrétním podniku

Abstract

Bachelor thesis deals with the process of the introduction of a new product and its promotional strategy in a company. The author presents the characteristics of a company. Is described the history and the present. The company has won many awards for its products. These awards are specified in Bachelor thesis. Thesis describes the main strategic and long-term objectives of the company and a quality policy of the company. The marketing environment affect the company, is therefore a marketing environment in thesis described. The market is the place to meet supply and demand. The market is described in thesis and is specified a market segmentation, market focus and market location. Thesis specified theoretical informations of the introduction of a new product, the process of developing a new product, its life cycle. In the promotional strategy, the author describes the theoretical basis of promotional tools and their effectiveness in the schema_dspacedb. Then in the analytical part of the analysed new product introduced at the Mlékárna Valašské Meziříčí, s. r. o. Specified stages of the process of introducing a new product. It is further described the promotional strategy and the company's expenses in individual forms of advertising. Important for the company's relationship with the public, therefore this issue in the Bachelor work described. Described the use of direct marketing. The author describes the issue of sales promotion in the company Mlékárna Valašské Meziříčí, s. r. o. Attention is given to the personal selling, by sales representatives of the company. The company has its own competition, which is discussed in the thesis. The author briefly describes the emergence of competing companies and their promotional strategy. Finally, are listed proposals and recommendations for the company in the promotion of the product introduced. It is proposed to use certain advertising tools for the visibility of a new product. At the end thesis is briefly evaluated. The author wishes the company to many successes in other business activities.