Marketingová komunikace firmy Helen's coffee

This bachelor's thesis deals with the marketing communication of the Czech company Helen's coffee, a small family café with two branches in Prague, which is trying to strengthen its position on the market through more active use of social networks. The aim of the thesis is to determine the communication preferences of current and potential customers in relation to the café's online communication on Facebook and Instagram. The first part of the thesis is based on a literature review and defines the theoretical framework of marketing communication and digital marketing trends. The second part focuses on the analysis of the current online communication of the company Helen's coffee. This analysis is followed by quantitative research carried out in the form of a questionnaire survey, the aim of which was to identify the preferred type of content on social networks. Respondents most often preferred posts with information about the company, upcoming events and competitions, while educational content and collaborations with influencers were rated as less important. The results show that customers evaluate the current communication of Helen's coffee positively. For further development, it is recommended to increase the diversity of content, use short videos and the reels format more, adapt the content to individual platforms and include interactive elements to enhance follower engagement.