Analýza marketingové komunikace energetické společnosti

Abstract

This bachelor's thesis analyses the marketing communication of innogy Česká republika a.s. The aim of the thesis is to evaluate the public perception of the company's communication strategy and compare these findings with the firm's internal strategy. The theoretical part defines key concepts of the marketing mix, integrated marketing communications and corporate social responsibility. The practical part is based on mixed-method research combining a quantitative questionnaire survey (n = 157) and a qualitative expert interview with representatives of the company's marketing and PR departments. The results are evaluated using first- and second-degree sorting methods. The research demonstrated that innogy is perceived by the public primarily as a reliable energy supplier, while its technological dimension remains insufficiently established in customer awareness. The analysis further revealed critically low awareness of the innogy Karta loyalty programme despite high recognition of the company's sponsorship projects. Customer loyalty measured by the Net Promoter Score methodology yielded a result of −49.7, reflecting the specific characteristics of the energy sector. Based on the findings, recommendations were formulated focused on strengthening brand relevance among younger consumers, revitalising the loyalty programme and communicating the company's technological transformation.