Analysis of communication strategy of Karlovarské minerální vody, a.s.

Veronika Torlakian

Diplomová práce

Abstract:

This master thesis deals with the communication strategy of Karlovarské minerální vody, a.s., and its advertising campaign that was used in 2014 in order to promote the brand Aquila První voda, which became a subject of the analysis. The main objective of the work is to evaluate existing communication strategy of Karlovarské minerální vody, a.s. based on the results of the analysis and research made in this thesis to propose necessary improvements. The thesis is divided into two parts: theoretical and practical.The first part deals with marketing and commercial communications, while the second part is dedicated to a description of the company Karlovarské minerální vody, a.s. and the Aquila brand. Some part is also devoted to the research of the Czech market of so drinks. In the conclusion of my thesis there will be a summary of my findings andsuggestions for the future communication campaigns.

Keywords

communication strategy, marketing mix, Karlovarské minerální vody, Aqualia, AquaBabes, Marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / European Agrarian Diplomacy