Komunikační strategie uvedení nového výrobku na trh

The bachelor's thesis "Communication strategy of launching a new product on the market" was focused on the draft of an effective communication strategy for a new product from the collaborative robot segment, which enters the B2B industrial market in 2021. Main research target of the bachelor thesis was find out and describe, which communication channels is preferred by end users of technology, to address them within value of required information and credibility. To reach this goal, we chose three research questions. The first question was concerned to the preference of communication channels in the normal situation, the second question was dealt with the preference of communication channels during the Covid-19 pandemic. The third question was concerned to the essential informations, which is required from end users, and which must be communicated within these channels to arouse their interest of the product. The research was qualitatively focused and the selection of respondents was carried out by the method of simple intentional selection. The method of structured interviews was used for the research. We have found that in a common situation, end users in the industrial segment tend to prefer elements of direct marketing and use online marketing as a supplement to their decisions. In a situation where, thanks to the Covid-19 pandemic, forms of direct marketing are severely limited, online marketing is gaining prominence, although in some form direct marketing is still preferred. This area is suitable for further detailed research.