Analýza online marketingové komunikace společnosti Utukutu

The bachelor’s thesis analyzes and evaluates the online marketing communication of Utukutu, a company producing wooden toys that promote children's creativity and motor skills. The aim of the thesis is to propose recommendations to improve the effectiveness of online marketing tools to increase brand awareness and strengthen competitiveness. The theoretical part focuses on the marketing mix, online marketing communication, and tools such as social media, websites, and influencer marketing. The practical part analyzes Utukutu’s current activities on social media, with an emphasis on a quantitative analysis of post timing. These insights are then compared with competitors. The final part includes a questionnaire survey exploring the preferences of the target audience. The results of the thesis provide concrete ideas to strengthen the company’s market position and improve communication with the target audience.