Analýza komunikační strategie společnosti Pilsner Urquell a.s

Subject of the thesis is "The analysis of communication strategy of the company Pilsner Urquell, a.s.". This work aims to explore the influence of communication tools that the company Pilsner Urquell uses in communicating its products. The thesis examine the communication strategy of the three brands that were chosen and it analyses how customers react to the communication campaign using the questionnaire survey. The theoretical part of this thesis deals with the theoretical description of marketing. It describes the components of marketing mix and it focuses on marketing communication tools in detail. In the practical part this thesis describes the communication strategy of the chosen brands -- Pilsner Urquell, Gambrinus and Velkopopovický Kozel. The thesis also examine results of the consumer survey of the author which was realized by the questionnaire survey. On the basis of these results this thesis evaluates the efectivity of the communication strategy of the individual brands.