Marketingová strategie prodeje finančního produktu

Bc. Jan Valder

Master's thesis

Marketing strategy of selling financial product

Abstract:

Správné nastavení marketingové strategie a marketingové kampaně představuje hlavní roli v dosažení stanovených cílů každé společnosti, a to s ohledem na aktuální dění na trhu, přání a potřeby zákazníků. Nedílnou součástí je určit komunikační mix, který je pro tuto cílovou skupinu nejefektivnější.Komunikační mix je marketingový nástroj, prostřednictvím kterého dosahujeme nastavených cílů. Hlavním cílem práce je provedení sekundární analýzy proběhlé marketingové kampaně společnosti Chytrý Honza a. s., která byla zaměřena na prodej finančního produktu. Konkrétně prodej investic do podílových fondů.Analýzou využitých marketingových nástrojů ve vybrané společnosti je vyhodnocena celková návratnost kampaně a konverze zrealizovaných obchodů. Výstup z práce spočívá jak v sekundární analýze, tak v provedení průzkumu.

Abstract:

Proper set-up of marketing strategy and marketing campaign is a key factor in achieving the goals of each company, taking into account the current market situation, wishes and needs of customers. An integral part is to determine the most effective communication mix for the target group. A communications mix is a marketing tool throughout which the main goals can be achieved. The main aim of this thesis is to perform a secondary analysis of the marketing campaign of Chytrý Honza a. s., which focused on the sale of a financial product. In particular, the sale of investment in unit trusts. The analysis of the marketing tools used in the selected company evaluates the overall return on the campaign and the ratio of the closed deals. The output of the thesis is based on both a secondary analysis as well as on a survey.

Keywords

marketing, komunikační mix, reklama, marketingová strategie, finanční produkt, kampaň, zákazníkProper set-up of marketing strategy and marketing campaign is a key factor in achieving the goals of each company, taking into account the current market situation, wishes and needs of customers. An integral part is to determine the most effective communication mix for the target group. A communications mix is a marketing tool throughout which the main goals can be achieved. The main aim of this thesis is to perform a secondary analysis of the marketing campaign of Chytrý Honza a. s., which focused on the sale of a financial product. In particular, the sale of investment in unit trusts. The analysis of the marketing tools used in the selected company evaluates the overall return on the campaign and the ratio of the closed deals. The output of the thesis is based on both a secondary analysis as well as on a survey. Output data from the analysis and survey is evaluated for confirmation or reversal of hypotheses. H1, Chytrý Honza's marketing strategy has a ROI of more than 150%, H2, the ratio of clients from the total number of participants who have entered into a contract for unit trusts investment is higher than 0.5% and H3, if 60% of the respondents evaluated the used marketing tools by worse grade than 2, the marketing strategy should be changed. The results are formed into a proposal of innovative recommendations aimed at better communication of the company with its clients.

Language used: Czech

Date on which the thesis was submitted / produced: 25. 9. 2017

Thesis defence

• Date of defence: 1. 11. 2017
• Supervisor: PhDr. Miloslav Kafka, CSc.
• Reader: doc. Ing. Aleš Hes, CSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication