Marketinová komunikace PRAHO! projectu

The bachelor thesis is focused on the marketing communication of the non-profit organization PRAHO! project. The aim of the thesis is to use marketing tools to reach a new target group. The purpose of this paper is the identification and acquisition of a new target group to support the growth in sales of self-produced products. The theoretical part consist of the definition of basic concepts, including the non-profit sector, non-governmental organizations, marketing theory, the marketing mix, and the specifics of marketing communication of non-profit organization. This is followed by the methodical part, where the methods of the thesis are described, and how the data collection and analysis were carried out. The practical part introduces the organization and evaluates its current communication practices. The research is based on three primary methods: expert interviews, quantitative research through a structured questionnaire survey, and SWOT analysis. Finally, research questions are answered and based on the collected data, marketing communication recomendations are made for new target group.