Marketingové komunikace společnosti Česká spořitelna - penzijní společnost, a.s

The aim of this bachelor thesis is to propose recommendations on improvement of marketing communications of Česká spořitelna - penzijní společnost, a.s. in order to attract a young people aged 20-35 years and motivate them to arrange pension savings with the company. The theoretical background clarifies important concepts in the field of marketing and commercial communications. The second part discusses the form and issues of the current pension system, which legally defines the activity of pension companies on the Czech market. The next section presents Česká spořitelna - penzijní společnost, a.s. and its product portfolio. In order to gain comprehensive knowledge about the company and its position, a comparison with the competition and a SWOT analysis were made. An important part is the analysis of existing marketing communications of the company and its goals. As for questionnaire survey, it focused on the approach of young people aged 20-35 on retirement savings and their perception of the company. Based on the results of the questionnaire, the established hypotheses were evaluated in order to verify the relevance of the product for a given age group. Based on all the acquired knowledge, recommendations were proposed on how to improve marketing communication in the field of social networks, correctly identified target groups, educational campaigns and the involvement of young people in non-profit activities.