Komunikační strategie produktu Nutrilon na B2C trhu

This diploma thesis deals with the communication strategy of the product Nutrilon on the B2C market. Its first part explains basic terms and concepts regarding marketing communication and mentions techniques of personalising marketing messages. Elements of marketing communication mix are further introduced, such as advertising, sales promotion, event marketing, public relations, direct marketing, mobile marketing, personal selling, online marketing and social media. A second part concerns itself exclusively with Nutricia, a.s. and the product portfolio of Nutrilon. The situation on the baby food market is also described, along with potential threats. The practical part then arises from the results of an in-depth interview and a survey. One of the goals of the work is to evaluate the elements of marketing communication mix used by Nutricia, a.s. Another goal is to propose recommendations for the future communication strategy of the product Nutrilon on the B2C market.