Chupa Chups brand communication strategy

The topic of the thesis is centered around creating marketing communication strategy focused on children as a target group and on targeting marketing communication on multiple segments. The thesis is divided into five main chapters, where the first three are devoted to a review of the current literature in the field of communication strategy and a literature search focused on the specifics of communication towards individual target groups, the next two chapters are devoted to a critical evaluation of the marketing strategy of the Chupa Chups brand not only in the Czech Republic, but also in other European countries. Methodologically, the thesis combines a theoretical framework with a literature review and an analysis of a real brand communication campaign using SWOT analysis and comparative content analysis. The aim is to describe the differences in communication aimed at different target groups, the specifics of targeting and the appropriate tools to reach these groups. The paper also presents recommendations for improving brand communication and draws implications from the findings applicable to other companies producing products for children.