Communication strategy proposal for the WiZ smart lighting brand, focusing on building brand awareness in the Czech market

This diploma thesis focuses on the low awareness and preference of the global smart lighting brand WiZ (a subsidiary of Signify) on the Czech market. Consequently, its goal is to propose a targeted communication strategy that will effectively increase brand awareness within a defined target group. The research sample identified was the “Status-seeking individuals” segment, which seeks intelligent solutions for an efficient routine. The methodology combined a qualitative approach (semi-structured interviews with retailers and a focus group with the target audience) with quantitative data analysis from the MML-TGI database. The key finding is the disparity between the visually decorative marketing communication of competitors and the actual motivation of the target group, for whom the priority is practicality, comfort, and well-being achieved by regulating the colour temperature for supporting sleep, concentration, and other daily activities. Based on this insight, a communication campaign was designed with the unique message “WiZ: Lighting that moves you forward”, which defines the brand as the “golden mean” between premium and budget products. The thesis provides theoretical contribution by expanding knowledge on the motivations of Czech consumers in the Smart Home segment, and a practical contribution in the form of an implementation strategy for the effective growth of WiZ brand awareness.