| Issue |
SHS Web of Conf.
Volume 90, 2021
International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2020)
|
|
|---|---|---|
| Article Number | 01022 | |
| Number of page(s) | 5 | |
| Section | Stabilization and Development of SMEs in Rural Areas | |
| DOI | https://doi.org/10.1051/shsconf/20219001022 | |
| Published online | 07 January 2021 | |
Events as an Effective Marketing Communication Tool
Institute of Technology and Business, Faculty of Corporate Strategy, Department of Tourism and Marketing, Nemanická 436/7, České Budějovice, Czech Republic
* Corresponding author: vitek@mail.vstecb.cz
A brewery wanted to know how a new beer they were launching would be received by consumers. It was therefore decided to organize an event during which the author of this contribution conducted research. The aim of the research was to find out whether the new product, a low alcohol beer, will attract consumers with its taste, whether its price was set correctly, and whether the targeting and marketing communication tools used were appropriate. The results of the research confirmed that the taste of the new product as well as its price corresponded to the imagination of consumers and that the communication mix was appropriate, but required adjustment to make it even more precise.
Key words: event / event marketing / marketing communication / new product / communication mix
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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