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Vysoké Učení Technické V Brně Brno University of Technology VYSOKÉ UČENÍ TECHNICKÉ V BRNĚ BRNO UNIVERSITY OF TECHNOLOGY FAKULTA PODNIKATELSKÁ FACULTY OF BUSINESS AND MANAGEMENT ÚSTAV EKONOMIKY INSTITUTE OF ECONOMICS MARKETINGOVÁ KOMUNIKACE PODNIKU PROSTŘEDNICTVÍM INSTAGRAMU MARKETING COMMUNICATION OF A COMPANY VIA INSTAGRAM BAKALÁŘSKÁ PRÁCE BACHELOR'S THESIS AUTOR PRÁCE Marie Veselá AUTHOR VEDOUCÍ PRÁCE doc. Ing. Vít Chlebovský, Ph.D. SUPERVISOR BRNO 2019 Abstrakt Tato práce se zabývá marketingovou komunikací firmy fyftstore s.r.o. (dále jen Fyft) prostřednictvím sociální sítě Instagram. Firma Fyft vlastní e-shop a kamennou prodejnu v Brně. Jejich produkty podporují volnočasové aktivity, např. yoyo, Rubikovy kostky, deskové hry apod. Práce podává návrh na zlepšení propagace firmy na sociální sítí, vytvořením užitečné publikační šablony. Za dva měsíce naší spolupráce se povedlo zvednout počet sledujících až o 300 a překonat hranici 1000 sledujících. Klíčová slova marketing, marketingová komunikace, sociální sítě, dosah, influencer, sledující Abstract My thesis analyzes marketing communication of the company fyftstore s.r.o. (hereinafter referred to as Fyft) via a social network called Instagram. The company owns an e-shop and a stone shop in Brno. They sell leisure time products, for example yoyo, rubiks cube, board games etc. This thesis proposes to improve the promotion of the company on the social network by creating a useful publication template. In two months of our collaboration, Fyft managed to gain over 300 new instagram followers and finally reach the „1000 followers milestone.“ Key words marketing, marketing communication, social networks, reach, influencer, follower Bibliografická citace VESELÁ, Marie. Marketingová komunikace podniku prostřednictvím Instagramu [online]. Brno, 2019 [cit. 2019-05-07]. Dostupné z: https://www.vutbr.cz/studenti/zav-prace/detail/118975. Bakalářská práce. Vysoké učení technické v Brně, Fakulta podnikatelská, Ústav ekonomiky. Vedoucí práce Vít Chlebovský. Čestné prohlášení Prohlašuji, že předložená bakalářská práce je původní a zpracovala jsem ji samostatně. Prohlašuji, že citace použitých pramenů je úplná, že jsem ve své práci neporušila autorská práva (ve smyslu Zákona č. 121/2000 Sb., o právu autorském a o právech souvisejících s právem autorským). V Brně dne 12. května 2019 ……………………………… podpis autora OBSAH ÚVOD ....................................................................................................................................... 11 CÍLE PRÁCE, METODY A POSTUPY ZPRACOVÁNÍ .......................................................... 12 1 TEORETICKÁ VÝCHODISKA PRÁCE .......................................................................... 14 1.1 Marketing a jeho definice ............................................................................................ 14 1.2 Předmět marketingu .................................................................................................... 14 1.2.1 Výrobky ............................................................................................................... 15 1.2.2 Služby .................................................................................................................. 15 1.2.3 Události ................................................................................................................ 15 1.2.4 Zážitky ................................................................................................................. 15 1.2.5 Osoby ................................................................................................................... 15 1.2.6 Místa .................................................................................................................... 16 1.2.7 Firmy ................................................................................................................... 16 1.2.8 Majetek ................................................................................................................ 16 1.2.9 Informace ............................................................................................................. 16 1.2.10 Ideje ..................................................................................................................... 16 1.3 Marketingový mix ....................................................................................................... 17 1.3.1 Produkt - Product ................................................................................................. 17 1.3.2 Cena - Price .......................................................................................................... 17 1.3.3 Místo - Placement ................................................................................................ 17 1.3.4 Propagace - Promotion ......................................................................................... 17 1.4 Nová pojetí marketingového mixu ............................................................................... 18 1.5 Marketingová komunikace .......................................................................................... 19 1.5.1 Reklama ............................................................................................................... 19 1.5.2 Podpora prodeje ................................................................................................... 25 1.5.3 Přímý marketing (Direct marketing) ..................................................................... 29 1.5.4 Public relations ..................................................................................................... 32 1.5.5 Osobní prodej ....................................................................................................... 34 1.5.6 Online komunikace .............................................................................................. 35 1.6 Marketing na Sociálních sítích ..................................................................................... 39 1.6.1 Facebook .............................................................................................................. 41 1.6.2 Instagram ............................................................................................................. 43 1.6.3 Youtube ............................................................................................................... 45 1.6.4 LinkedIn ............................................................................................................... 47 1.6.5 Twitter ................................................................................................................. 49 1.6.6 Ostatní .................................................................................................................. 50 1.6.7 Způsoby jak měřit sociální média ......................................................................... 51 2 ANALÝZA SOUČASNÉHO STAVU ............................................................................... 53 2.1 Charakteristika firmy ................................................................................................... 53 2.1.1 Vysvětlení nabídky zboží: .................................................................................... 53 2.1.2 Historie ................................................................................................................ 55 2.1.3 Obchodní koncept projektu ................................................................................... 55 2.1.4 Vize projektu ........................................................................................................ 55 2.2 Analýza vnějšího prostředí .......................................................................................... 56 2.2.1 PEST analýza ....................................................................................................... 56 2.2.2 Porterův model pěti sil.......................................................................................... 64 2.3 Analýza Online Komunikace ....................................................................................... 71 2.3.1 Webová stránka .................................................................................................... 71 2.3.2 Facebook .............................................................................................................. 77 2.3.3 Youtube ............................................................................................................... 79 2.3.4 Instagram ............................................................................................................. 81 2.3.5 Stručný Instagramový dotazník ............................................................................ 89 2.3.6 SWOT analýza ..................................................................................................... 89 3 VLASTNÍ NÁVRHY ŘEŠENÍ .......................................................................................... 93 3.1 Stanovení cílů v časovém horizontu ............................................................................. 93 3.2 Nástroje k dosažení cílů ............................................................................................... 93 3.2.1 Instagram ............................................................................................................. 94 3.2.2 Planoly ................................................................................................................. 94 3.2.3 Unfold .................................................................................................................
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