Návrh komunikační strategie pizzerie

Abstract

The power of marketing communications is growing these days. Firms and companies are realizing great benefits they can achieve via correct adjustment of these marketing communications. The aim of this thesis was to design an appropriate communication strategy of the pizza parlour La Pizzeria, which would promote awareness of pizza and contribute to greater awareness of potential and existing customers about its activities. In the first part I have targeted on characteristics of the pizza parlour. The theoretical part deals with the issue of services and their specific properties in the hospitality, marketing communication, marketing communication mix elements and actions of communication strategies. There were carried out two questionnaire surveys, personal questionnaire survey in the area of the pizza parlour and survey research via the Internet. The results obtained from the research have been reflected in the draft of communications strategy. The communication strategy includes eight communication programs: the web site redesign, placing promotional flyers in public transport, implementation of posters at public transport stops and billboards, sponsorship of sporting events, distribution of communication leaflets, setting an advertisement in the press, the establishment and the maintenance of corporate Facebook account and actions in support of sales. All partial communication programs have been designed and developed to best meet the needs of the pizza parlour.