Návrh marketingové komunikace firmy na trhu s pracovními oděvy

Abstract

This thesis focuses on the design of marketing communication for a company operating in the B2C workwear market. The aim of the thesis is to develop a model communication strategy based on market analysis and original survey research. The theoretical part defines the specifics of the B2C market, consumer buying behavior, segmentation, targeting, positioning, and marketing communication tools, including digital channels. The analytical part characterizes the workwear market, its structure, competitive environment, distribution channels, and regulatory framework. Primary research was conducted through an online questionnaire survey among customers who had purchased workwear within the last 24 months. The final sample consisted of 164 respondents. The research shows that customers most frequently purchase workwear through specialized e-shops and brick-and-mortar stores, while the most important decision factors are comfort, material quality, and durability. Recommendations from acquaintances, reviews, and online information also play an important role in the decision-making process. Based on the findings, a communication strategy is proposed that emphasizes functional product benefits, credible content, the integration of online and offline communication, and long-term customer relationship building.