Analýza marketingové komunikace nové značky na trhu

Abstract

The topic of this thesis is marketing communication analysis of a new brand on the market. The analysis is applied to the passenger rail industry and a specific company LEO Express, a.s. LEO Express, a.s. is one of the three competing carriers who operate trains on the route Prague - Ostrava. The objective of the thesis is to analyse the communication means used by this company, to evaluate their implementation and effect on consumers. Evaluation of the marketing communication success is based on exploration of the amount of passengers. Based on the analysis of marketing campaigns, the recommendations on how to communicate with current and potential customers in the future are set out at the conclusion of this thesis.