Strategie digitální komunikace značky Tassimo

Costumer communication uses different methods for interacting with the customers and sharing the brand message with them ranging from mass advertising, such as television commercials and print, to personal selling in the stores. Thanks to the significant technological improvements at the turn of the millennium new ways of communication became available, especially thanks to the introduction of the World Wide Web. These new communication methods present a great opportunity for companies, but at the same time also a challenge. The main aim of this paper is to examine the current digital communication of Tassimo along with the environment it is in, and subsequently provide recommendations for future improvements. The first part will focus on the theory behind digital communication, existence of different online channels and its benefits. The last section of this first part will focus on digital communication characteristics in the Czech Republic, as the analysis in the practical part will focus on Tassimo brand on the Czech market. The practical part, will then examine the Tassimo brand, which is part of Mondelez Czech Republic's brand portfolio, and its current online communication as well as its competitors' activities in the digital media. Then the focus will be on a survey among the target audience to get a deeper insight into their behavior and preferences, and subsequently be able to define areas for improvements and recommended next steps with the aim to improve the brand's online communication based on the findings from this thesis.