Design obalu jako marketingový nástroj podpory prodeje
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Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Bakalárska práca je zameraná na obalový dizajn vybranej spoločnosti. Obaly sú silným marketingovým nástrojom, keďže väčšina dnešných spotrebiteľov podlieha impulzívnemu nákupu. Teoretická časť bakalárskej práce začína vysvetlením pojmov z marketingu a značky spolu so správaním zákazníkov s prepojením do obalového dizajnu vo všetkých spomínaných oblastiach. V analytickej časti práce bude vykonaný kvalitatívny a konkurenčný výskum s cieľom pochopiť nákupné správanie a vytvoriť inovatívne návrhy obalového dizajnu v návrhovej časti práce.
The bachelor's thesis is focused on the packaging design of the selected company. Packaging is a powerful marketing tool since the majority of today's consumers are subject to impulse buying. The theoretical part of the bachelor's thesis begins with an explanation of marketing and branding concepts, along with customer behaviour with a link to packaging in all the mentioned areas. In the analytical part of this work, qualitative and competition research will be carried out in order to understand purchasing behaviour and create innovative proposals for packaging design in the contributions part of the thesis.
The bachelor's thesis is focused on the packaging design of the selected company. Packaging is a powerful marketing tool since the majority of today's consumers are subject to impulse buying. The theoretical part of the bachelor's thesis begins with an explanation of marketing and branding concepts, along with customer behaviour with a link to packaging in all the mentioned areas. In the analytical part of this work, qualitative and competition research will be carried out in order to understand purchasing behaviour and create innovative proposals for packaging design in the contributions part of the thesis.
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Citation
SVETLÍKOVÁ, E. Design obalu jako marketingový nástroj podpory prodeje [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
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Document version
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Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Vít Chlebovský, Ph.D. (místopředseda)
Ing. František Milichovský, Ph.D., MBA, DiS. (člen)
Ing. Veronika Bumberová, Ph.D. (člen)
Ing. David Schüller, Ph.D. (člen)
Date of acceptance
2023-06-15
Defence
Supervisor´s questions - answered.
Reviewer´s questions - answered.
Ing. František Milichovský, Ph.D., MBA, DiS. - Are you threatened by green washing products? Which ingredients do you use for this butter? Answered.
You mention benefits in your thesis. Can you express these in financial units? Answered.
Ing. Veronika Bumberová, Ph.D. - Where is interconnection between SWOT matrix and your proposals? Answered.
doc. Ing. Robert Zich, Ph.D. - Can you describe the analytical conclusion of your analysis? Partially answered.
What are you changing by brand identity? Partially answered.
How is the aluminium suistanable? Why you chose aluminium instead of the glass? Partially answered.
Result of defence
práce byla úspěšně obhájena
Document licence
Standardní licenční smlouva - přístup k plnému textu bez omezení