Marketingová kampaň při uvedení produktu na domácí trh

This bachelor thesis deals with a marketing campaign of Czech carmaker ŠKODA AUTO during the launch of an important product in the SUV segment - KODIAQ onto the domestic market. The aim is to map and summarize related marketing activities, compare them to a theoretical standpoint and evaluate them based on the information obtained and the results provided by own marketing research, followed by recommendations for future launch of another significant product. In the practical part marketing mix 4P (product, price, place, promo) and communication mix is stressed. Key finding of the thesis is that the campaign was well visible and accessible to a wide audience on multiple channels, but was not exactly comprehensible and memorable.