Návrh marketingové komunikace pro nově zaváděný motoristický bezpečnostní prvek

Abstract

The topic of this Master’s thesis is the proposal of marketing communication for a newly introduced safety feature for motorcycles. The aim of this thesis is to determine, based on an analysis, which particular elements of the communication mix are suitable for the company during implementation of the marketing campaign and the content of the message. The particular characteristics of the market with safety features for motorcycles are described in the theoretical part of the thesis; as well as, the definition of integrated marketing communication and its components. The practical section of the thesis describes the qualitative research that was executed through the use of focus groups. All of the obtained data were then analysed and the recommendations for content of each communication element were made based on the results of the analysis.