Marketingová komunikace v kategorii nikotinových sáčků na českém trhu

This bachelor's thesis addresses marketing communication in the nicotine pouch category on the Czech market, which operates under conditions structurally distinct from conventional consumer categories. Legislative restrictions, algorithmic limitations of digital platforms, and the specific nature of the product create an environment where traditional communication tools are ineffective or directly prohibited. The thesis aims to systematically map this environment, empirically verify user responses to communication, and formulate practical recommendations. The theoretical section integrates concepts of integrated marketing communication, consumer behavior, and digital marketing with the specificities of a regulated category. The methodology combines an analysis of Instagram accounts of five main brands, supplemented by the account of the brand 77, semi-structured interviews with a distributor and social media expert, and a questionnaire survey among 102 active nicotine pouch users (aged 18–25), conducted in March 2026. The research confirmed that product attributes (flavor, nicotine strength, prior experience) are more important for user decision-making than communication stimuli, with Instagram dominating as a communication channel (82 of 102 respondents). Segmentation analysis identified three user profiles with distinct communication preferences. Practical recommendations are structured into three pillars: Instagram with Reels video format as the primary owned media channel, point-of-sale communication, and earned media through micro-influencers. A key finding is that an authentic voice tailored to the target audience is essential for credibility in an environment where users quickly recognize commercial intent.