Návrh marketingové komunikace na trhu čistírenských služeb

Abstract

This master thesis focuses on marketing communications in the dry cleaning industry. I will specifically base the thesis on the company Dry Clean, which specializes in textile and clothes cleaning. The theoretical part of the thesis gives a description of the company Dry Clean, on which all aspects of the subject will be based. The following part of the thesis introduces a theoretical framework to marketing communications, where all marketing communication instruments used in this paper will be specified. The application part of the thesis will analyze primary data gathered through surveys focused on current marketing communication strategy of the company and on the behavior of customers during information gathering regarding the specified services. The aim is to find out what influences customers in their search for dry-cleaning services, where and how they conduct their search and how they react to current marketing activities of the company. Based on this analyses I will try to come up with recommendations for the company to help it improve its image a persuade customers to use its services more frequently.