Marketing comunication in firm

The main goal of the diploma thesis is to propose suitable recommendations in the area of marketing communication of the company Costa Coffee on the basis of a questionnaire survey and data analysis. To accomplish the main goal of the thesis, logically sequenced partial goals precede it. The theoretical part contains basic terms related to marketing, marketing mix and marketing communication, especially communication mix and targeted marketing. The practical part describes characteristics of the chosen café chain and its marketing mix, which is inspected also in the closest competition companies. Also analyzed is the external marketing environment of the coffee chain. The questionnaire survey, which is aimed to identify suitable segments for setting most effective marketing communication possible, follows. The suggestion for the optimization of marketing tools is based on a research into consumption and medial behaviour and lifestyle of MML TGI population. On the basis of the data gained in this research, the perception of promotions on the level of individual segments is analysed. The conclusion, considering all the information acquired in the research, contains a proposal for improving marketing activities, and green coffee is suggested to be added to the café portfolio