This document discusses four important men in Nicaraguan history - José Santos Zelaya, Augusto Calderon Sandino, Adolfo Diaz, and Smedley Butler - and their roles during a time period of oppression. It also includes two quotes, one from Daniel Ortega about developing awareness of oppression by capitalists and imperialism, and another question from Bianca Jagger about whether socioeconomic justice could have been achieved without U.S. intervention via the Contra war.
Digitální PR aneb jak Internet a sociálno změnilo PR. Copycamp, Praha, 21. 3....Daniel Dočekal
PR, Public Relations a jak se změnilo s příchodem internetu. Jak se na internet dá dívat ze strany příjemce (novináře), zákazníka (firmy) a dodavatele (PR agentury či PR člověka). A spousta různých postřehů
This document discusses four important men in Nicaraguan history - José Santos Zelaya, Augusto Calderon Sandino, Adolfo Diaz, and Smedley Butler - and their roles during a time period of oppression. It also includes two quotes, one from Daniel Ortega about developing awareness of oppression by capitalists and imperialism, and another question from Bianca Jagger about whether socioeconomic justice could have been achieved without U.S. intervention via the Contra war.
Digitální PR aneb jak Internet a sociálno změnilo PR. Copycamp, Praha, 21. 3....Daniel Dočekal
PR, Public Relations a jak se změnilo s příchodem internetu. Jak se na internet dá dívat ze strany příjemce (novináře), zákazníka (firmy) a dodavatele (PR agentury či PR člověka). A spousta různých postřehů
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
This case study documents the branding strategy developed by Logio, a Czech supply chain management consulting startup, to establish itself as a category leader. Logio hired a branding agency to help them differentiate themselves from larger local and international competitors. Through analyzing competitors' branding and interviewing industry experts, the agency identified an opportunity for Logio to redefine the category around the central metaphor of "flow" to represent the movement and delivery aspects of supply chain management. The branding strategy developed under this metaphor helped Logio gain a distinctive voice in the market and start reaping benefits like improved lead generation and perceived leadership.
To rebrand Czechia to:
1) Put it on travelers' shortlist of planned destinations beyond associations with just beer, Prague, and beautiful women.
2) Connect it to a broader set of mental associations and support sustainable growth of tourism.
3) Increase the perceived quality of Czechia as a tourist destination to attract more visitors, exports, investment, and immigration.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
1) Coca-Cola wanted to develop a brand story that was relevant to Czech teenagers as authentic local brands were gaining popularity.
2) Researchers lived with Czech teen groups, observing their daily activities and habits through photos, videos and focus groups to understand their lifestyle.
3) They produced a short documentary telling the story of Czech teen life in their own words, media, and music to inform business decisions in a more impactful way than a presentation.
Jupí, a juice brand owned by Kofola, a CSD (carbonated soft drink) producer in the Czech Republic, wanted to expand into the competitive juice market. Idealisti helped Kofola develop "juice stories" and test them with consumers to identify promising concepts. This informed the development of Jupí brand names and identities. Kofola was then able to successfully develop and market a range of juice products under the Jupí brand, including Frupper and Snipp, establishing its competence in juices.
This case study describes Yoplait's challenge in revitalizing its core yoghurt product, Yoplait Košík, which had lost market share. Yoplait worked with Idealisti to design a three-month internal process to develop a new flagship product. Through workshops and discussions, the process led to a new fruit yoghurt called JO without additives. JO taps into consumer trends of preferring simple, wholesome, local products. The process helped Yoplait replace its core product and differentiate itself in the competitive market.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
This case study documents the branding strategy developed by Logio, a Czech supply chain management consulting startup, to establish itself as a category leader. Logio hired a branding agency to help them differentiate themselves from larger local and international competitors. Through analyzing competitors' branding and interviewing industry experts, the agency identified an opportunity for Logio to redefine the category around the central metaphor of "flow" to represent the movement and delivery aspects of supply chain management. The branding strategy developed under this metaphor helped Logio gain a distinctive voice in the market and start reaping benefits like improved lead generation and perceived leadership.
To rebrand Czechia to:
1) Put it on travelers' shortlist of planned destinations beyond associations with just beer, Prague, and beautiful women.
2) Connect it to a broader set of mental associations and support sustainable growth of tourism.
3) Increase the perceived quality of Czechia as a tourist destination to attract more visitors, exports, investment, and immigration.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
1) Coca-Cola wanted to develop a brand story that was relevant to Czech teenagers as authentic local brands were gaining popularity.
2) Researchers lived with Czech teen groups, observing their daily activities and habits through photos, videos and focus groups to understand their lifestyle.
3) They produced a short documentary telling the story of Czech teen life in their own words, media, and music to inform business decisions in a more impactful way than a presentation.
Jupí, a juice brand owned by Kofola, a CSD (carbonated soft drink) producer in the Czech Republic, wanted to expand into the competitive juice market. Idealisti helped Kofola develop "juice stories" and test them with consumers to identify promising concepts. This informed the development of Jupí brand names and identities. Kofola was then able to successfully develop and market a range of juice products under the Jupí brand, including Frupper and Snipp, establishing its competence in juices.
This case study describes Yoplait's challenge in revitalizing its core yoghurt product, Yoplait Košík, which had lost market share. Yoplait worked with Idealisti to design a three-month internal process to develop a new flagship product. Through workshops and discussions, the process led to a new fruit yoghurt called JO without additives. JO taps into consumer trends of preferring simple, wholesome, local products. The process helped Yoplait replace its core product and differentiate itself in the competitive market.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
3. Výzkum na internetu a Seznam.cz
• Produkt a uživatelé
• Monitoring sociálních sítí a diskuzí v Seznamu
4. Příklady – Mixer.cz a Novinky.cz
Mixer.cz – spuštění služby:
Pavel Mráz (FB): „Neni spatnej ten seznamackej Mixer... :-)”
Michal Prouza (Twitter): „Mixer.cz se mi moc libi. Jednoduché, jasne.”
Peťan Ovčička (FB): „Mixér od seznamu ode mne dostává bludištáka, škoda že se to sem
tam sekne :/“
Martin Bárta (Twitter): „Celý den mi běží ten Mixér v uších, už chápu jeho účel, jen ať
zůstane bez reklam! @seznam_cz díky!“
Matouš Eckert: (Twitter): „#mixer od @seznam_cz mile překvapil a začíná se mi opravdu
zamlouvat. Ještě mobilní aplikaci a bude to super... #goodStartOfNewProject.“
Michal Kořánek (Novinky.cz):„Nic proti, ale tohle to bych dokázal naprogramovat i já. Jak
to může seznam vůbec vypustit. Nemá to budoucnost :)Zkusil jsem ten mixér. Ale trvá mi
zhruba minutu, než se mi načte video. A internetem to vážně není :).“
6. Výzkumy na internetu ano, ale…
Výzkum o internetu:
-uživatelském chování
-používání jednotlivých služeb
-v jakých situacích
-jak je používají
-co/kdo je vedlo k používání
-…
7. ….co naše alter ega?
• vědomé vs podvědomé
• online vs offline
8. Z komára velbloud a naopak
ONLINE OFFLINE
HY HY
KT KL
MARKETING MARKETING
PRODUKT
Srovnání klasických a neuro metod anonymita internetu a specifika chování např na Lide.cz
Hypotézy vycházejí ze zkušenosti z reálného života + klasických tvrdých dat z online (RU, PV, ATS) Kvalitativní přinese prohloubení hypotéz – IDIs, FGD Kvantitativní přinese jejich konfrontaci s reprezentativním vzorkem populace Výstupy pomohou při tvorbě on/off line MAR komunikace, která vede k použití produktu