Návrh marketingové komunikace v místě prodeje pro potravinářskou výrobkovou řadu

Abstract

This thesis deals with question of Point-of-Purchase Communication for the cereal product range. The aim of the thesis is to find out, which part of Point-of-Purchase Communication takes effect on customers during their foodstuff purchase mostly. First part of the thesis is theoretical; there is theory of marketing communication and description of PRAGOSOJA, spol. s r. o. included. To fulfill purpose of the thesis I realized marketing research; where was used the method of personal and electronic questionnaires. During the analysis of found information I noted a wide range of suggestions and stimulations. Based on the research and analysis I made a proposal of POP communication campaign for new cereal product range, which is the object of the thesis.