Marketing Communication

Bc. Anika Sharma

Master's thesis

Abstract:

This thesis proposes a new marketing strategy for Primark's online application in Prague. The study aims to identify the target audience, analyze the competition, develop a value proposition, create a marketing plan, and test and refine the strategy based on customer feedback and data. The target audience is identified based on their demographics, interests, and behavior. The competition analysis focuses on the strengths and weaknesses of the online applications of other fashion retailers in Prague. The value proposition is developed based on the needs and interests of the target audience and the gaps in the market that Primark can leverage. The marketing plan includes the channels and messaging that will be used to promote the online application, as well as the budget for marketing and promotion. The strategy is tested and refined based on customer feedback and data to improve the application and better meet the needs of the target audience. The proposed marketing strategy for Primark's online application in Prague has the potential to enhance the shopping experience for customers and improve the brand's reach and engagement in the Czech Republic.

Keywords

Marketing Strategy, Marketing Communications, Customer Experience, Promotions

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 28. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 30. 5. 2023
• Vedúci: Ing. Martina Chalupová, Ph.D.
• Oponent: Pavlína Rojík Fulnečková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration