Návrh marketingové komunikace pro novou značku alternativních mléčných nápojů

Abstract

The diploma thesis deals with the proposal of marketing communication for a new brand of alternative milk drinks. The main aim of the thesis was to develop a marketing communication proposal that would cover the basic marketing activities and communication channels, without the need for in-depth knowledge and long-term experience of entrepreneurs. The thesis was divided into two parts, namely theoretical and practical. The theoretical part introduced important concepts in the field of marketing and communication. After covering the theoretical part, a twofold research was conducted, namely quantitative and qualitative. The research was conducted by using an online questionnaire survey and conducting an in-depth interview with the entrepreneur and the expert in the field of composition, biochemistry and analytical chemistry. Based on the results of the research and the results of conducted analysis, a marketing communication proposal for the Labu brand was created.