Analýza vybrané marketingové kampaně společnosti Ahold CZ

The aim of the bachelor thesis is to analyze the Smurf campaign of Ahold, evaluate its effectiveness from the public point of view and identify its weaknesses. The basis for the analysis of this campaign was the collection of secondary data - particularly the information obtained from Ahold internal documents and Lowe GGK internal documents, but also the results of a questionnaire survey which was conducted several months after the Smurf campaign. The thesis is divided into two parts - theoretical and practical. The theoretical part of this work briefly describes various types of commercial communication used in the field of retailing, current trends in marketing communication and general information regarding the objectives of advertising campaigns, the financial budget and the choice of means of communication. The practical part of the thesis provides basic information about Ahold and its retail brand Albert, interesting facts associated with the preparation and conduct of the Smurf campaign, the results of the questionnaire survey addressed to customers and the thesis concludes with final evaluation of this campaign.