Marketingová komunikace značky FRISCO na českém trhu, návrhy na zlepšení

The diploma thesis focuses on the analysis and optimization of the marketing communication of the Frisco Drink brand in the Czech market. The main objective of the thesis is to evaluate the attitudes and preferences of consumers in the cider beverage sector and analyze the effectiveness of the current marketing communication of the Frisco Drink brand. The thesis is structured into six chapters, which include an overview of the Czech and international cider market, a detailed analysis of competitive brands of cider beverages, and an in-depth presentation of the Frisco brand. Based on the conducted quantitative and qualitative research, a SWOT analysis is performed, and specific recommendations are proposed for improving the marketing communication of the Frisco brand. These recommendations focus on utilizing social media, optimizing the content plan, increasing online and in-store visibility. The findings of the thesis are intended to serve as a basis for further development of the marketing communication of the Frisco Drink brand and improving its position in the cider market in the Czech Republic.