Povědomí o značce a zákaznická spokojenost společnosti MP Krásno, a.s

The main goal of this bachelor's thesis is to find out the current awareness of the Krásno brand by means of marketing research and to check the satisfaction of their customers. Based on the results of the research, design solutions to improve brand awareness and increase customer satisfaction. The theoretical part of the thesis is a literary search of works by Czech and international authors dealing with marketing, marketing research, customer satisfaction analysis and CRM management. The knowledge is then applied to the practical part. To determine the current state of brand awareness of the company, a marketing research is conducted, which examines brand awareness, brand recognition, brand recall, brand image analysis and knowledge of the Krásno brand product portfolio. To analyze customer satisfaction, the research included questions about overall customer satisfaction with the brand, customer satisfaction with selected brand factors, and the Net promoter score method. At the end of the thesis, a synthesis of findings from the research is made and suggestions and recommendations are provided for the company MP Krásno, a. S. To increase its awareness in the Czech Republic and improve customer satisfaction.