VYSOKÁ ŠKOLA POLYTECHNICKÁ JIHLAVA Obor Finance a řízení Consumer Engagement Bachelor thesis Author: Zuzana Pfefferová Supervisor: Ing. Martina Chalupová Jihlava 2012 Annotation This bachelor thesis focuses on consumer engagement. In the theoretical part there is definition of consumers and their segmentations, motivating engaged customers, innovation and its methods. In the practical part there is an exploratory research form according to the data from the web portal http://springwise.com. Operation criteria of 12 foreign companies have been described and categorized here and they are followed by detailed case studies of three companies. The first one focuses on the brand Red Bull, the second is about Jet Restaurant and the third deals with Sephora perfumery. Keywords Consumer engagement, customer, innovation, exploratory research Poděkování Velice ráda bych poděkovala Ing. Martině Chalupové za veškeré její odborné rady a zkušenosti, které mi během zpracování bakalářské práce poskytla. Dále bych chtěla poděkovat Mgr. Martině Benešové, Ph.D., a také přátelům za jejich podporu. Prohlašuji, že předložená bakalářská práce je původní a zpracoval/a jsem ji samostatně. Prohlašuji, že citace použitých pramenů je úplná, že jsem v práci neporušil/a autorská práva (ve smyslu zákona č. 121/2000 Sb., o právu autorském, o právech souvisejících s právem autorským a o změně některých zákonů, v platném znění, dále též „AZ“). Souhlasím s umístěním bakalářské práce v knihovně VŠPJ a s jejím užitím k výuce nebo k vlastní vnitřní potřebě VŠPJ . Byl/a jsem seznámen/a s tím, že na mou bakalářskou práci se plně vztahuje AZ, zejména § 60 (školní dílo). Beru na vědomí, že VŠPJ má právo na uzavření licenční smlouvy o užití mé bakalářské práce a prohlašuji, že s o u h l a s í m s případným užitím mé bakalářské práce (prodej, zapůjčení apod.). Jsem si vědom/a toho, že užít své bakalářské práce či poskytnout licenci k jejímu využití mohu jen se souhlasem VŠPJ, která má právo ode mne požadovat přiměřený příspěvek na úhradu nákladů, vynaložených vysokou školou na vytvoření díla (až do jejich skutečné výše), z výdělku dosaženého v souvislosti s užitím díla či poskytnutím licence. V Jihlavě dne ...................................................... Podpis Content Introduction ....................................................................................................................... 8 1 Theoretical part ....................................................................................................... 10 1.1 Consumer ......................................................................................................... 10 Consumer Segmentation ............................................................................................. 10 Geographic Segmentation ....................................................................................... 10 Demographic Segmentation .................................................................................... 10 Psychographic Segmentation .................................................................................. 10 Multiple Segmentation ............................................................................................ 11 Consumer Adoption of Innovations ............................................................................ 11 1.2 Consumer Engagement .................................................................................... 12 1.2.1 Motivation Engaged Consumers ............................................................... 13 1.3 Challenges for Businesses ................................................................................ 14 1.4 Innovation ........................................................................................................ 15 1.4.1 Principles of Innovation ............................................................................ 16 1.4.2 Business Innovation System ..................................................................... 19 1.5 Innovative Methods .......................................................................................... 23 1.6 Innovative Marketing ....................................................................................... 25 1.6.1 Innovation in Marketing ........................................................................... 26 2 Practical Part ........................................................................................................... 28 2.1 Cafe Therapy .................................................................................................... 28 2.2 Zéro Gâchis ...................................................................................................... 29 2.3 Whiskersons of Bothwell Ltd........................................................................... 30 2.4 Lantmannen ...................................................................................................... 31 2.5 Brayola ............................................................................................................. 32 2.6 Volga Verdi ...................................................................................................... 33 2.7 Malaysian Jazz Club ........................................................................................ 34 2.8 Tanita Shokudo ................................................................................................ 35 2.9 Lacta ................................................................................................................. 36 2.10 Maynards ...................................................................................................... 37 2.11 TripHuddle ................................................................................................... 38 2.12 Handsup.cn ................................................................................................... 39 2.13 Evaluation of Exploratory Research ............................................................. 40 2.14 Introduction of Company Red Bull .............................................................. 42 2.14.1 Advertising ................................................................................................ 43 Marketing Goals ..................................................................................................... 44 Target Group ........................................................................................................... 44 2.14.2 Competitors ............................................................................................... 45 2.14.3 Consumer Engagement ............................................................................. 46 2.15 Introduction of Company Excalibur City .................................................... 48 2.15.1 Advertising ................................................................................................ 49 Marketing Goals ..................................................................................................... 49 Target Group ........................................................................................................... 49 2.15.2 Competitors ............................................................................................... 50 2.15.3 Consumer Engagement ............................................................................. 50 2.16 Introduction of Company Sephora ............................................................... 52 2.16.1 Advertising ................................................................................................ 53 Marketing Goals ..................................................................................................... 54 Target Group ........................................................................................................... 54 2.16.2 Competitors ............................................................................................... 55 2.16.3 Consumer Engagement ............................................................................. 55 Conclusion ...................................................................................................................... 57 Bibliography ................................................................................................................... 59 List of Web Sources ........................................................................................................ 60 List of Tables .................................................................................................................. 62 List of Figures ................................................................................................................. 63 Introduction Everyone has different needs and every customer is motivated by different things. To meet the needs successfully is important in order to analyse their wishes and needs thoroughly. Customers are divided into groups, for example by age or lifestyle. It is not important only to acquire new customers but also to retain the existing ones. For this reason, companies should constantly invent new features and improve products and services. Innovation of product can be carried out by changing the packaging, the volume and composition, or just by introduction of a completely new product to the market. Innovation is becoming more favourite and something extra that every successful company wants to have. The innovation process is not simple. Another important concept in my bachelor thesis is the consumer engagements. Abroad,