Návrh marketingové komunikace pro nový produkt vybrané značky

Abstract

This diploma thesis studies the design of marketing communication for a new product – a functional sweatshirt of the selected brand called nanosilver. The aim of the thesis is to analyze the brand's marketing communication on the market, identify the preferences of potential customers and propose effective marketing communication for the successful launch of a new product on the market. The first part of the thesis focuses on the theoretical basis of marketing communication and the characteristics of the nanosilver brand. The second part of the work focuses on the analysis of the preferences of potential customers. The third part contains a proposal for marketing communication for a new product of selected the brand. The result of the work is a comprehensive marketing communication plan for the new functional sweatshirt, which aims to reach potential customers and increase awareness of the new product on the market.