Marketing communication of Fairtrade brand 2

The bachelor thesis is focused on marketing communication of the brand Fairtrade in retail of DM drugstore market. The main objective of this thesis is to analyse the current usage of marketing tools like Advertising, Personal Selling, Sales Promotion, Direct Marketing, Public Relations and Event Marketing. There are used and explained basic terms of marketing communication based on professional literature in order to introduce the selected topic. The theoretical part is then dedicated to Fair Trade. The output of practical part includes the introduction of the company DM drugstore market, the analysis of the condition of marketing communication at the brand Fairtrade, afterwards the questionnaire survey is involved. The data have been collected in the retail unit. The aim of marketing research is to find out how customers, coming to this retail store, perceive the marketing communication focused on products of Fairtrade brand. New recommendations are compiled based on the identified results and concerning to the improvement of existing communication mix