Návrh marketingové komunikace pro značku čajů

Abstract

The diploma thesis deals with the marketing communication design of a tea brand. The main object of the thesis was to create a proposal for an effective marketing communication for a tea brand which aims to raise brand awareness, brand equity, interest in company´s products and increase purchase frequency as well as to gain new customers. To that end, a marketing research was implemented, and its purpose was to analyse consumer´s response to a marketing communication on a tea market and an analysis of the brand Santée. The marketing research was carried out using quantitative method including a questionnaire. The final data were analysed and converted into graphic form. The outcome od the diploma thesis is the marketing communication design for the company and its brand on B2C and B2C market including recommendations and drafts of suitable communication mix tools.