Komunikační strategie značky Orion Ateliér

The topic of the diploma thesis is the communication strategy of the Orion Ateliér brand. In the theoretical part, based on a domestic and foreign literature, the basic concepts used to create a communication strategy are introduced. First, the brand and its role in marketing is introduced, how the brand is formed or how it is managed. Another subchapter is marketing and commercial communications. It also introduces the marketing mix, advertising, its division and its functions. The work contains an introduction of Nestlé and its products, with a specific focus on the Orion Ateliér brand. This brand is introduced in more detail, including brand insight, SWOT analysis applied to this brand and competitive analysis. The aim of the practical part is to analyze the communication strategy of the brand Orion Ateliér and possibly suggest its improvement. An online questionnaire survey was used to analyze the communication strategy. Using the knowledge and findings from the research, a recommendation is then made as to which direction the communication strategy of the Orion Ateliér brand should take in the future, where there are opportunities and what the brand should avoid.