Analýza komunikační strategie značky Hellmann´s a návrhy na její vylepšení

The topic of this master’s thesis is the analysis of the communication strategy of the Hellmann’s brand and recommendations for its improvement. The aim of the thesis is to identify which communication channels and forms the Hellmann’s brand uses on the Czech market and to evaluate how consumers perceive this communication strategy and whether it influences their purchasing behaviour. The thesis is divided into a theoretical and a practical part. The theoretical part defines the basic concepts related to marketing, marketing communication, and brand building. It also focuses on current trends in marketing communication and the specifics of marketing communication in the FMCG sector. The practical part focuses on the Hellmann’s brand and its communication strategy. It includes an introduction to the brand, a SWOT analysis, a competitor analysis, an analysis of the current communication strategy on the Czech market, and the author’s own questionnaire survey. Based on the findings, the final chapter presents recommendations for improving the effectiveness of the marketing communication of the Hellmann’s brand.