Návrh komunikační strategie pro společnost na trhu zdravé výživy

Abstract

The aim of this masters thesis was communication strategy design for the company Kalma, which operates in the healthy food market. The aims of the communication strategy are in increasing public knowledge of the company, making the company's products more attractive for customers and potential customers and increasing customer purchase frequency. Research on consumers with health food interests was conducted in the Czech Republic. Data were gained by means of a questionnaire survey, with 203 questionnaires analyzed in total. Based on the results, three target groups were selected and marketing communication strategies were designed for them. Also discussed are assumed costs for individual communication activities.