The thesis deals with creating a suitable communication strategy for the successful launch of horchata into the Czech market. The primary goal was to create a B2C marketing strategy for consumers, and secondarily, a B2B marketing strategy for brick-and-mortar and online retail chains together with the HORECA segment. Semi-structured, in-depth interviews with representatives from Nestlé, Albert, POS Media, and Soyka were used to meet this objective. At the same time, a sensory test was conducted ... zobrazit celý abstraktThe thesis deals with creating a suitable communication strategy for the successful launch of horchata into the Czech market. The primary goal was to create a B2C marketing strategy for consumers, and secondarily, a B2B marketing strategy for brick-and-mortar and online retail chains together with the HORECA segment. Semi-structured, in-depth interviews with representatives from Nestlé, Albert, POS Media, and Soyka were used to meet this objective. At the same time, a sensory test was conducted at the Náplavka farmers' market. A theoretical framework mapping value creation, brand, and customer experience was developed. The secondary objective was to determine the graphic identity of the brand. The first chapter introduces frameworks in B2B and B2C marketing. The second chapter introduces the plant-based raw material, its benefits, and the project. The third chapter deals with the specifics of the B2B and B2C marketing communication strategies. The target group is divided into three categories. Specifically, 16 to 25 years old, 26 to 35 years old, and 36 to 55 years old. Six target personas were created for effective targeting. Retail is not an option in the current situation. It seems to make more sense to choose the niche market route, such as farmers markets, specialty stores, and the healthy HORECA segment. |