Digital Communication Strategy for Tassimo Brand

Alena Farková

Master's thesis

Strategie digitální komunikace značky Tassimo

Abstract:

Diplomová prace studuje studuje téma online kommunikace v České Republice a zkoumá online komunikaci značky Tassimo. Teoretická část je zaměřena na online kommunikaci a studii různých komunikačních kanalů. V jedné sekci je pozornost soustředěna zejména na výhody jednotlivých komunikačních kanalů a možnosti vyhodnocení effectivity komunikace přes různé komunikační kanály. V další sekci této časti je popsána situace v České republice, která se zaměřuje na studie chování českých internetové uživatelů. Praktická čast analyzuje online komunikaci značky Tassimo, kde na základě analýzy komunikace značky, komunikace konkurence a průzkumu jsou značce Tassimo doporučeny určité změny.

Abstract:

Costumer communication uses different methods for interacting with the customers and sharing the brand message with them ranging from mass advertising, such as television commercials and print, to personal selling in the stores. Thanks to the significant technological improvements at the turn of the millennium new ways of communication became available, especially thanks to the introduction of the World Wide Web. These new communication methods present a great opportunity for companies, but at the same time also a challenge. The main aim of this paper is to examine the current digital communication of Tassimo along with the environment it is in, and subsequently provide recommendations for future improvements. The first part will focus on the theory behind digital communication, existence of different online channels and its benefits. The last section of this first part will focus on digital communication characteristics in the Czech Republic, as the analysis in the practical part will focus on Tassimo brand on the Czech market. The practical part, will then examine the Tassimo brand, which is part of Mondelez Czech Republic's brand portfolio, and its current online communication as well as its competitors' activities in the digital media. Then the focus will be on a survey among the target audience to get a deeper insight into their behavior and preferences, and subsequently be able to define areas for improvements and recommended next steps with the aim to improve the brand's online communication based on the findings from this thesis.

Keywords

online komunikace, digitální marketing, Mondelez Česká Republika

Keywords

Mondelez Czech Republic, online communication, digital marketing

Language used: English

Date on which the thesis was submitted / produced: 15. 1. 2013

Thesis defence

• Date of defence: 10. 9. 2013
• Supervisor: Markéta Lhotáková
• Reader: Renata Houzarová

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management