{"id":604,"date":"2018-10-16T12:21:18","date_gmt":"2018-10-16T10:21:18","guid":{"rendered":"http:\/\/cma.cz.uvds454.active24.cz\/?page_id=604"},"modified":"2018-10-19T11:39:21","modified_gmt":"2018-10-19T09:39:21","slug":"reference","status":"publish","type":"page","link":"https:\/\/www.cms-cma.cz\/marketer\/ims\/reference\/","title":{"rendered":"Reference"},"content":{"rendered":"

Reference<\/strong><\/span><\/h2>\n

Spole\u010dnosti, kter\u00e9 vyu\u017eili slu\u017eeb IMS.<\/p>\n

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Electrolux Professional<\/strong><\/p>\n

B2B komunikace pro Electrolux Professional<\/strong><\/p>\n

Institut \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti je supervizorem marketingov\u00fdch aktivit gastronomick\u00e9 divize spole\u010dnosti Electrolux<\/strong><\/p>\n

Dob\u0159e napl\u00e1novat a implementovat B2B marketingov\u00e9 aktivity je pro \u00fasp\u011bch zna\u010dky kl\u00ed\u010dov\u00e9. To pochopil management divize Electrolux Professional, kter\u00fd za\u010dal v polovin\u011b roku 2008 spolupracovat s konzultanty IMS. Prvn\u00edm krokem byl vstupn\u00ed v\u00fdzkum znalosti zna\u010dky, kde na z\u00e1klad\u011b v\u00fdb\u011brov\u00e9ho \u0159\u00edzen\u00ed, kter\u00e9 IMS realizoval, byla vybr\u00e1na agentura Factum Invenio. Na z\u00e1klad\u011b z\u00e1v\u011br\u016f v\u00fdzkumu byla zpracov\u00e1na marketingov\u00e1 strategie na nejbli\u017e\u0161\u00ed obdob\u00ed, jej\u00edm\u017e prioritn\u00edm c\u00edlem bylo podpo\u0159it znalost zna\u010dky Electrolux Profesional v o\u010d\u00edch odborn\u00e9 ve\u0159ejnosti, jako realiz\u00e1tora komplexn\u00edch a velmi kvalitn\u00edch projekt\u016f v oblasti gastronomie a odli\u0161it jej\u00ed vn\u00edm\u00e1n\u00ed od spot\u0159ebn\u00edho zbo\u017e\u00ed zna\u010dky Electrolux, kter\u00e9 je ur\u010deno dom\u00e1cnostem.<\/p>\n

IMS zajistil v\u00fdb\u011br odborn\u00fdch partner\u016f nejen pro realizaci marketingov\u00e9ho v\u00fdzkumu, ale tak\u00e9 pro realizaci navr\u017een\u00e9 marketingov\u00e9 komunikace, zajistil marketingov\u00e9 pl\u00e1nov\u00e1n\u00ed a outsourcing, posouzen\u00ed v\u00fdstup\u016f a postupn\u00e9 vyhodnocen\u00ed f\u00e1z\u00ed projektu. Sou\u010d\u00e1st\u00ed projektu byl tak\u00e9 semin\u00e1\u0159 IMS pro reprezentanty krajsk\u00fdch servisn\u00edch firem Electroluxu.IMS p\u016fsob\u00ed v pr\u016fb\u011bhu cel\u00e9ho projektu zejm\u00e9na jako supervizor implementace marketingov\u00e9 strategie.<\/p>\n

Institut marketingov\u00fdch slu\u017eeb \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti se z\u00fa\u010dastnil p\u0159ed\u00e1n\u00ed sponzorsk\u00e9ho daru<\/strong><\/p>\n

Poradensk\u00fd t\u00fdm IMS se zab\u00fdval tak\u00e9 podporou zna\u010dky v oblasti sponzoringu. T\u00fdm posoudil n\u011bkolik vhodn\u00fdch projekt\u016f a vybral hospic v Rajhrad\u011b. \u201eJe to poprv\u00e9, kdy jsme nemuseli nikoho o dar nebo sponzorstv\u00ed prosit, kdy prost\u011b n\u011bkdo p\u0159i\u0161el a pomohl n\u00e1m s\u00e1m od sebe,\u201c \u0159ekl p\u0159i p\u0159\u00edle\u017eitosti p\u0159ed\u00e1n\u00ed sponzorsk\u00e9ho daru v podob\u011b profesion\u00e1ln\u00ed my\u010dky firmou Electrolux Professional Domu l\u00e9\u010dby bolesti s hospicem svat\u00e9ho Josefa Oblastn\u00ed charity v Rajhrad\u011b u Brna jeho \u0159editel Ji\u0159\u00ed Prokop<\/p>\n

Spole\u010dnost Electrolux Professional, kter\u00e1 spolupracuje s IMS \u010cMS, p\u0159edala Domu l\u00e9\u010dby bolesti s hospicem sv. Josefa Oblastn\u00ed charity Rajhrad u Brna jako sponzorsk\u00fd dar profesion\u00e1ln\u00ed my\u010dku.Toto modern\u00ed za\u0159\u00edzen\u00ed v\u00fdrazn\u011b usnadn\u00ed pr\u00e1ci zdej\u0161\u00edmu person\u00e1lu.P\u0159ed\u00e1n\u00ed byla p\u0159\u00edtomna i prezidentka \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti doc. PhDr. Jitka Vysekalov\u00e1, Ph.D.<\/p>\n

Veletrh Reklama, Polygraf\u00a0<\/strong>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \"\"<\/p>\n

Institut \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti p\u0159ipravil kompletn\u00ed v\u00fdzkum dat pro veletrh Reklama, Polygraf 2008.<\/strong><\/p>\n

Jednou z prvn\u00edch aktivit Institutu \u010cMS byla spolupr\u00e1ce se spole\u010dnost\u00ed M.I.P. Group, kter\u00e1 je po\u0159adatelem st\u0159edoevropsk\u00e9ho veletrhu reklamn\u00edch slu\u017eeb Reklama, Polygraf 2008.<\/p>\n

V\u00fdzkum mapoval n\u00e1zory a postoje vystavovatel\u016f a jejich p\u0159ipom\u00ednky sm\u011b\u0159ovan\u00e9 ke strategii, rozvoji a dal\u0161\u00edm zlep\u0161en\u00edm v r\u00e1mci veletrhu. Tak\u00e9 zkoumal c\u00edle, m\u00edru jejich napln\u011bn\u00ed a obchodn\u00ed \u00fasp\u011bchy \u010di ne\u00fasp\u011bchy dosa\u017een\u00e9 v r\u00e1mci t\u00e9to v\u00fdstavn\u00ed akce.<\/p>\n

Dal\u0161\u00edm zaj\u00edmav\u00fdm pr\u016fzkumem byl detailn\u011bj\u0161\u00ed pohled na n\u00e1v\u0161t\u011bvn\u00edka v roce 2008. Po\u0159adatele veletrhu zaj\u00edmala hlavn\u011b jejich struktura, atraktivnost akce, d\u00e9lka doby str\u00e1ven\u00e9 na veletrhu, n\u00e1zor na organizaci veletrhu, reklamn\u00ed kampa\u0148, slo\u017een\u00ed vystavovatel\u016f a jejich v\u011brnost.<\/p>\n

\u201eV\u00fdzkum p\u0159ipravujeme od roku 2002 a kontinu\u00e1ln\u011b monitorujeme hlavn\u00ed okruhy dotaz\u016f, kter\u00e9 zaj\u00edmaj\u00ed n\u00e1s – jako po\u0159adatele, st\u00e1vaj\u00edc\u00ed i potencion\u00e1ln\u00ed vystavovatele. V\u00fdzkum n\u00e1v\u0161t\u011bvn\u00edk\u016f a vystavovatel\u016f n\u00e1m v \u0159ad\u011b p\u0159\u00edpad\u016f slou\u017e\u00ed jako tzv. lakmusov\u00fd pap\u00edrek,\u201c \u0159\u00edk\u00e1 \u0159editelka veletrhu Monika Hrubalov\u00e1. \u201eNen\u00ed to v\u0161ak v\u017edy tak jednoduch\u00e9, to co m\u016f\u017eeme ovlivnit – dle n\u00e1zoru vystavovatel\u016f a n\u00e1v\u0161t\u011bvn\u00edk\u016f m\u011bn\u00edme, av\u0161ak je \u0159ada v\u011bc\u00ed (nap\u0159. are\u00e1l V\u00fdstavi\u0161t\u011b Hole\u0161ovice, parkov\u00e1n\u00ed, doprava na V\u00fdstavi\u0161t\u011b, mno\u017estv\u00ed a \u0161\u00ed\u0159e gastronomick\u00fdch slu\u017eeb jim poskytovan\u00fdch a dal\u0161\u00ed), kter\u00e9 nem\u00e1me \u0161anci zm\u011bnit, m\u016f\u017eeme jenom v n\u011bkter\u00fdch p\u0159\u00edpadech, apelovat na provozovatele V\u00fdstavi\u0161t\u011b.\u201c<\/p>\n

Detailn\u011bj\u0161\u00ed pohled na v\u00fdzkum m\u016f\u017eete nal\u00e9zt na stran\u00e1ch veletrhu Reklama, Polygraf.<\/p>\n

OKI\u00a0\u00a0\u00a0\u00a0 \"\"<\/p>\n

\u010cSM a OKI \u2013 v\u00fdsledky spole\u010dn\u00e9ho projektu<\/p>\n

OKI Printing Solutions a \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost – Institut marketingov\u00fdch slu\u017eeb uskute\u010dnily unik\u00e1tn\u00ed v\u00fdzkum o vyu\u017eit\u00ed tisku v mal\u00fdch a st\u0159edn\u00edch firm\u00e1ch. Pr\u016fzkum byl postaven na individu\u00e1ln\u00edch rozhovorech s odpov\u011bdn\u00fdmi pracovn\u00edky firem a n\u00e1sledn\u00e9m skupinov\u00e9m rozhovoru. C\u00edlem bylo zmapovat, co a jak se ve firm\u00e1ch tiskne, jak\u00e1 p\u0159edstava dominuje o v\u00fdhod\u00e1ch a nev\u00fdhod\u00e1ch tisku, kter\u00fd je zad\u00e1v\u00e1n extern\u011b a tisku realizovan\u00e9ho p\u0159\u00edmo ve firm\u011b. V\u00fdzkum d\u00e1le zji\u0161\u0165oval znalosti respondent\u016f o cen\u00e1ch za b\u011b\u017en\u00e9 ti\u0161t\u011bn\u00e9 materi\u00e1ly a pozornost byla v\u011bnov\u00e1na tak\u00e9 ot\u00e1zce n\u00e1klad\u016fm na tisk.
\nN\u011bkter\u00e9 v\u00fdsledky poukazuj\u00ed na zaj\u00edmav\u00fd rozpor mezi p\u0159edstavou \u201enejspr\u00e1vn\u011bj\u0161\u00edho\u201c \u0159e\u0161en\u00ed a realitou v praxi mal\u00fdch a st\u0159edn\u00edch firem.<\/p>\n

RYOR\u00a0\u00a0 \"\"<\/p>\n

V\u00fdzkum brand image a testov\u00e1n\u00ed obal\u016f<\/p>\n

Kvalitativn\u00ed v\u00fdzkumu pro firmu RYOR byl zam\u011b\u0159en\u00fd na zji\u0161t\u011bn\u00ed n\u00e1kupn\u00edch zvyklost\u00ed p\u0159i v\u00fdb\u011bru a pou\u017e\u00edv\u00e1n\u00ed kosmetiky, anal\u00fdzu image zna\u010dky a jeho siln\u00fdch a slab\u00fdch str\u00e1nek, typologii spot\u0159ebitele a test obal\u016f.<\/p>\n

Hlavn\u00edm c\u00edlem v\u00fdzkumu bylo z\u00edskat informace o kl\u00ed\u010dov\u00fdch atributech a diferenciaci zna\u010dky od konkurence a hodnocen\u00ed nov\u00fdch n\u00e1vrh\u016f obal\u016f dodan\u00fdch klientem. Z\u00e1rove\u0148 byl testov\u00e1n i tvar kel\u00edmku pro kr\u00e9m na obli\u010dej.<\/p>\n

V\u00a0z\u00e1v\u011brech byla uvedena nejd\u016fle\u017eit\u011bj\u0161\u00ed kriteria p\u0159i v\u00fdb\u011bru p\u011bst\u00edc\u00ed kosmetiky jako kvalita, zna\u010dka, cena, reklama apod. D\u016fle\u017eit\u00e9 rovn\u011b\u017e bylo zji\u0161t\u011bn\u00ed co respondentky pova\u017euj\u00ed za kvalitn\u00ed kosmetiku, co od n\u00ed o\u010dek\u00e1vaj\u00ed. V\u00a0oblasti komunikace kosmetick\u00fdch produkt\u016f bylo \u0161et\u0159en\u00ed zam\u011b\u0159eno na d\u016fv\u011bryhodnost a p\u016fsobivost jednotliv\u00fdch typ\u016f argument\u016f a komunika\u010dn\u00edch kan\u00e1l\u016f. Pro anal\u00fdzu zna\u010dky RYOR byla vyu\u017eita metoda voln\u00fdch aosiac\u00ed a dal\u0161\u00ed kvalitativn\u00ed techniky, tak\u017ee bylo mo\u017en\u00e9 zprost\u0159edkovat hlub\u0161\u00ed vhled do zna\u010dky a jej\u00edch atribut\u016f. K\u00a0adekv\u00e1tn\u00ed anal\u00fdze image p\u0159isp\u011bla rovn\u011b\u017e\u00a0 typologie spot\u0159ebitelky zna\u010dky ve srovn\u00e1n\u00ed se spot\u0159ebitelkami konkuren\u010dn\u00edch zna\u010dek. Konkr\u00e9tn\u00ed doporu\u010den\u00ed dostal klient rovn\u011b\u017e pokud jde o \u0159e\u0161en\u00ed obal\u016f a tvar\u016f kel\u00edmk\u016f.<\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

Reference Spole\u010dnosti, kter\u00e9 vyu\u017eili slu\u017eeb IMS.     Electrolux Professional B2B komunikace pro Electrolux Professional Institut \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti je supervizorem marketingov\u00fdch aktivit gastronomick\u00e9 divize spole\u010dnosti Electrolux Dob\u0159e napl\u00e1novat a implementovat B2B marketingov\u00e9 aktivity je pro \u00fasp\u011bch zna\u010dky kl\u00ed\u010dov\u00e9. To pochopil management divize Electrolux Professional, kter\u00fd za\u010dal v polovin\u011b roku 2008 spolupracovat s konzultanty IMS. … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":594,"menu_order":30,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/604"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=604"}],"version-history":[{"count":8,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/604\/revisions"}],"predecessor-version":[{"id":885,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/604\/revisions\/885"}],"up":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/594"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}