Zavedení nové produktové řady na trhu s krbovými vložkami

Abstract

In September last year, ROMOTOP spol. s r.o. company released new innovative product line of design fireplace inserts with the intention to increase its market share on the fireplace inserts market. Goal of the task was to design marketing mix of recently launched product line of exclusive fireplace inserts of ROMOTOP spol. s r.o. company, properly speaking to optimize current marketing mix of ANGLE fireplace inserts for B2B fireplace inserts market on the territory of the Czech Republic. For this purposes was used primary data which were gathered by method of computer-assisted web interviewing. Within analysis of research data was classified on the basis of first-level and second-level classification of data and expressed in percentage using graphs a tables. In addition to that multivariate statistical methods were applied for purposes of research, properly speaking factor and cluster analysis. Based on the results of research it has been found there are substantial differences between specialized stores and stove-fitter's stores and fireplace fitter’s shops. It can therefore be stated on one hand stove fitter's stores and fireplace fitter’s shops claim greater demands on attributes of fireplace inserts than specialized stores and on the other hand stove fitter's stores and fireplace fitter’s shops better evaluate ANGLE fireplace inserts in comparison with competition. Customers concurrently attribute the highest importance to technical and commercial parameters. Rebate and recommended retail price is crucial for customers in terms of pricing policy in the same time. On the contrary, the biggest role in marketing communication plays web sites of manufacturer of fireplace inserts followed by fairs and exhibitions. The most important results of task are the proposal of increasing the number of trainings, further the proposal to improve promotion of ANGLE fireplace inserts and last but not least, the proposal to optimize pricing policy of ANGLE fireplace inserts.