Návrh marketingové komunikace oděvní společnosti

Abstract

The basic problem faced by most companies is how to break through their marketing communications in a mixture of contemporary oversaturated markets. In the last decade appeared many new ways to sell products and services, and many new places to promote it. It is important that companies realize that marketing communication isn’t only an advertisement. Marketing communication is one of the most important and the most visible part of the marketing mix. It uses a variety of tools such as advertising, direct marketing, personal selling, sales promotion, public relations, sponsorship and more. Its aim is to inform and influence the purchasing behavior of customers. At present more and more pressure to integrate individual tools so it can only be achieved through consistent communication and synergies to increase efficiency corporate communications. Well managed and targeted marketing communications, combining multiple elements simultaneously, can be company’s benefit by very low cost. In this thesis, I focused on marketing communications at the New Yorker, Ltd. in the Czech Republic and especially in Ostrava. The company here has built a very strong position in the market for clothing. To communicate with customers using the New Yorker, Ltd. specific mix of communication tools (advertising, sales promotion, public relations, sponsorship), which are still successful. The aim of this thesis is to analyze the current marketing communications company in the Czech Republic and propose additional tools to retain existing and attract new customers. The thesis is divided into seven chapters. The first chapter contains an introduction to the topic of this work. The second chapter is a characteristic of company New Yorker, Ltd. In the third chapter thoroughly describes the theoretical solutions of marketing communications. The next two chapters relate to marketing research, which was used qualitative focus group method, and follow analysis of marketing communications, New Yorker, Ltd. The sixth section contains suggestions for the company, which could help keep its strong market position. The last chapter is the conclusion of the whole work.