Proposal of a marketing strategy for start-up Bocas
| Thesis title: | Návrh marketingové strategie pro start-up Bocas |
|---|---|
| Author: | Závada, David |
| Thesis type: | Diplomová práce |
| Supervisor: | Mareš, Jan |
| Opponents: | Andera, Michal |
| Thesis language: | Česky |
| Abstract: | Cílem této práce je tvorba marketingové strategie pro start-up Bocas, která spočívá v designu vizuální identity vznikající značky a vytvoření marketingového mixu pilotního produktu firmy - chilli omáčky s názvem BOCAS omáčka. Toho bylo docíleno s ohledem na odbornou literaturu pomocí tvorby prvků vizuální identity značky, analýzy konkurence, segmentace, targetingu a positioningu značky a vytvořením dílčích strategií z pohledu produktu, ceny, distribuce a komunikace. Výstupem práce je pak komplexní návrh marketingové strategie zahrnující cenotvorbu, vybrané distribuční a komunikační kanály, grafické podklady včetně návrhu webu a reklamních materiálů a mediální rozpočet pro úspěšné uvedení produktu BOCAS omáčka na trh. |
| Keywords: | start-up; Bocas; chilli omáčka; marketingová strategie; vizuální identita |
| Thesis title: | Proposal of a marketing strategy for start-up Bocas |
|---|---|
| Author: | Závada, David |
| Thesis type: | Diploma thesis |
| Supervisor: | Mareš, Jan |
| Opponents: | Andera, Michal |
| Thesis language: | Česky |
| Abstract: | The goal of this thesis is a proposal of a marketing strategy for startup Bocas, consisting of designing a visual brand identity and creation of a marketing mix for its first product - hot sauce called BOCAS omáčka. Based on a professional literature, components of visual identity were designed and tools including competition analysis, segmentation, targeting and positioning were used. This lead to creation of set of strategies concerning 4P's of marketing - product, place price and promotion. The outcome of this thesis consists of complex draft of a marketing strategy including pricing, list of recommended distribution and communication channels, graphical assets such as webpage, display, or flayer concepts and media budget, that shall all lead to successful launch of the product to the market. |
| Keywords: | start-up; visual identity; marketing strategy; hot sauce; Bocas |
Information about study
| Study programme: | Ekonomika a management/Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Entrepreneurship |
Information on submission and defense
| Date of assignment: | 1. 6. 2020 |
|---|---|
| Date of submission: | 9. 12. 2020 |
| Date of defense: | 3. 2. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/73686/podrobnosti |