Analýza online marketingové komunikace značky Gerber

The aim of this thesis is to analyze the Gerber brand’s online marketing communication on the Czech market, evaluate its strengths and weaknesses, compare it with selected competing brands, and, based on the findings, propose recommendations for improving the effectiveness of future online marketing communication. This thesis is divided into a theoretical and a practical section. The theoretical section outlines the fundamental concepts of online marketing communication, communication strategies, and the specifics of the baby food market. The practical section includes an analysis of Gerber’s online marketing communications, a benchmarking of selected competing brands, and qualitative research conducted through semi-structured interviews with mothers of young children. Based on the findings, recommendations are formulated for the further development of Gerber’s online marketing communications.