Nápoje Prime: případová studie online marketingu

This thesis examines the online marketing strategies of Prime Drink, which have led to the extraordinary popularity of its beverages, including among young consumers. The theoretical part focuses on modern online marketing methods such as social media marketing, influencer marketing, and viral marketing, while also separately analyzing the consumer behavior of children from Generation Z and Generation Alpha. The practical part includes an analysis of Prime’s online marketing strategies and in-depth interviews with young consumers, providing insight into their perception of the brand and consumer behavior. The findings highlight the significance of online marketing in today’s world and reveal how Prime’s strategies influence the consumer behavior and brand perception of young consumers. This work contributes to a deeper understanding of the effectiveness of modern marketing approaches in the context of the younger generation.