Návrh marketingové komunikace cukrárny

Abstract

Aim of the thesis is marketing communication design for the Cukrárna u Pavlínky company. Present marketing communication of the comapny and its effects on customers was analyzed. The analyze was realized with questionnaires, which were adapted for two main groups. There was also realized a qualitative research twice as Focus Group and the guerilla marketing designs was tested. The research revealed that customers were not much insterested in the banner of the company and they are most affected by references and recommendations from their friends. Among the types of advertisements, customers are most affected by outdoor ones. The confectioner's should focus on modernization its website and make posts on Facebook, that suits selected customer group. Company should use local newspapers for its good presentation, event marketing and create more interesting banner (or alternative sign). Customers liked the Design No. 4 and Design No. 3 of guerilla marketing the most. It is recommended to focus on these designs.