Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

30/2022

Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.

  • Strana 1

    DOBŘE BEJVÁVALO,
    LÍDŘI SE MUSÍ MĚNIT
    Nepředvídatelná doba
    tlačí na leadership. Firmy
    musí budovat otevřené
    prostředí anebát se chyb.
    str. 8–11
    DO DVOU LET
    ČTYŘICET PRODEJEN
    Po akvizici sítě JRC chystá
    Smarty s designovými
    prodejnami expanzi do
    kamenného retailu.
    str. 18–19
    MÍSTO PRODEJE: PIVU
    SE ROZJELA SEZONA
    Jak vprodejně uspět vtak
    těžké kategorii, jakou je
    pivo? Přinášíme inspiraci
    vgalerii tipů ze zahraničí.
    str. 22–24
    ZÁBAVA
    I ZODPOVĚDNOST
    PETR
    MATĚJOVSKÝ
    30
    25. července 2021
    99 Kč / 4,90 €

  • Strana 2

    @marketingamedia
    Sledujte
    aktuality
    z oboru na
    FM_inz_post-on-phone_MAM_210x280_klima.indd 1FM_inz_post-on-phone_MAM_210x280_klima.indd 1 14.07.2022 13:2414.07.2022 13:24

  • Strana 3

    Dominik Hašek denitivně
    skončil sprojektem Smarty. Jeho
    rma DM Life sice bude značku
    vlastnit inadále, ale prodávat
    ji bude společnost Grabmuller,
    která převzala iskladové zásoby.
    Samotná síla Haškovy osobnosti
    aaury hrdiny zNagana na zajiště-
    ní rostoucího byznysu nestačila.
    Zčásti ikvůli divokému marke-
    tingu vjeho podání anejasnému
    positioningu. Smarty totiž nebyl
    „energiťák“, ale snažil se cílit na
    všechny. Navíc zbyznysového
    pohledu se značce nepodařilo
    více prosadit vřetězcích.
    V„populárních“ Snídaních se
    Smartym, se „Dominátor“ sám
    zapojoval do tvorby bizarních sní-
    daňových kombinací vhodných
    kjeho drinku, které byly určené
    především dětem (anevím proč,
    řada kombinací byla hlavně
    spárky). Sociální sítě těmito
    příspěvky obohacoval přes tři
    roky, ale včervnu 2018 po více
    než 1020epizodách skončil.
    Slabé prodeje se snažil řešit
    přidáváním dalších příchutí, tak-
    že světlo světa spatřil také Smarty
    myslivecký, rybářský avčelařský.
    Určené byly vedle těchto profesí
    pro všechny milovníky přírody…
    Aha.
    Nevím, kolik dětí amladist-
    vých, na které značka primárně
    cílila, tímto zaujal, ale úplně vi-
    dím tu ranní byznysovou poradu:
    „Hele vČesku je hromada mys-
    livců ahlavně rybářů, to se musí
    chytit.“ No tak nechytilo. Nyní
    Hašek byznys opustil apodle
    svých slov se chce věnovat rodině
    amalému synovi. Ale nebojte,
    třeba není všem dnům konec
    aOn se vrátí.
    Jinak jsem rád, že vdynamicky
    se měnícím světě existují jistoty.
    Třeba fakt, že tisícípadesátá
    repríza Chalupářů během letních
    prázdnin se itak dokáže zhledis-
    ka sledovanosti dostat na první
    místo pátečních žebříčků. Ještě,
    že je máme!
    Pavel Hejkrlík
    redaktor
    Dominátor
    dobavil
    Inzerce
    EDITORIAL
    Moje dm,
    s tebou
    si nákupy
    užívám
    
    nyní stáhnout
    Moje dm-app
    Stáhněte si nyní novou aplikaci Moje dm,
    nechte se inspirovat, objevujte novinky
    ausnadněte si nakupování.
    NOVĚ
    = 100 KČ SLEVA
    *
    400 BODŮ
    * Po stažení aplikace Moje dm, registraci a následném propojení s vaší active beauty kartou
    získáte eKupon na 400 extra bodů. eKupon lze aktivovat a uplatnit měsíc po stažení aplikace.
    eKupon lze uplatnit pouze jednou. eKupon lze kombinovat s produktovými kupony a eKupony,
    nelze kombinovat s kupony, eKupony či aktivitami na celý nákup. Sbírání a uplatnění bodů se
    nevztahuje na nákup dárkových a předplacených karet, vratné obaly, napočáteční kojeneckou
    mléčnou výživu dle zákona č. 40/1995 Sb., o regulaci reklamy, a na potraviny pro zvláštní
    lékařské účely dle nařízení Komise vpřenesené pravomoci (EU) č. 2016/128.
    HRSTRATEGIE
    BRAND SAZKY JE V ZÁBAVĚ
    I ZODPOVĚDNOSTI
    VSazka klubu máme už půl milionu
    klientů, říká Petr Matějovský.
    str. 12 –13
    SOCIÁLNÍ SÍTĚ
    TRENDY NA TIKTOKU TÁHNOU
    Značkám se na síti daří získávat
    pozornost díky populárním trendům.
    str. 6 –7
    RETAIL
    DO DVOU LET 40 PRODEJEN
    Značka Smarty chce po akvizici JRC
    expandovat s designovými obchody.
    str. 18 –19
    LEADERSHIP MUSÍ INOVOVAT
    Firmy potřebují budovat otevřené
    prostředí, zapojovat lidi do
    rozhodování anetrestat je za chyby.
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    Loterijní společnost Sazka je partnerem
    aktuálního vydání Marketing & Media.

  • Strana 4

    Svodka
    T ‑Mobile spolu sPolicií ČR
    aMinisterstvem vnitra ČR spustil
    nový preventivní projekt sná-
    zvem Klik pro klid. Má upozornit
    na nejčastější typy podvodných
    jednání apomoci ochránit
    aedukovat internetové uživatele,
    zaměřuje se hlavně na seniory
    Čedok oslavil 102. výročí
    existence aotevřel dvě nové
    pobočky — vBerouně aJablonci
    nad Nisou. Společnost, která je
    nyní součástí skupiny Itaka, tak
    má vČesku 38 provozoven.
    Manta, česko -americká plat-
    forma pro mapování datových
    toků ve velkých rmách, začala
    globální spolupráci sIBM, její
    nástroj je zařazen do nabídky IBM
    Cloud Pak pro Data.
    Komerční banka
    koupila českou poradenskou
    společnost Enviros. Chce tak
    posílit know -how voblastech po-
    radenství anancování projektů
    se zaměřením na energetiku,
    udržitelnost aESG.
    MultiSport Benefit,
    spolupracuje na nové komuni-
    kaci se skupinou Konektor, má
    pomoci budovat značku odbor-
    níka na pracovní benety, volný
    čas awellbeing. Společnost chce
    oslovit nové zákazníky apřipra-
    vuje náborovou kampaň.
    Mastercard společně
    splatformou Beatclub vydal své
    první album Priceless. Dostupné
    je na Spotify apřibudou další
    platformy. Společnost chce pod-
    pořit mladé umělce.
    Action otevřel pobočku
    vJablonci nad Nisou, na přelomu
    července asrpna přibudou vÚstí
    nad Labem, ve Starém Městě
    avHavířově. Diskontní řetězec
    má dva roky od vstupu na český
    trh celkem už 28 prodejen.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Netflix ztratil
    milion diváků
    Ve druhém čtvrtletí streamova-
    cí platforma Netix ztratila na
    celém světě 970 tisíc předplatite-
    lů. Firma ovšem čekala mnohem
    horší úbytek. Za lepším výsled-
    kem oproti interním odhadům
    stojí podle šéfa Reeda Hastingse
    hlavně seriálové hity, především
    další pokračování Stranger
    Things. Netix zároveň předpo-
    kládá, že ve třetím čtvrtletí by se
    měl počet předplatitelů navrátit
    krůstu. Na pozitivní zprávy rea-
    govaly akcie zvýšením, ovšem od
    loňského listopadu je jejich cena
    stále o75 procent nižší. Letos
    vprvním čtvrtletí rma vykázala
    první úbytek předplatitelů za více
    než deset let. Nadále však zůstává
    dominantním hráčem na trhu,
    na konci druhého čtvrtletí měla
    téměř 221 milionů předplatitelů.
    Zajímavý
    obsah pomáhá
    reklamě
    Čtenáři věnují reklamě větší po-
    zornost, pokud je zaujme obsah,
    vněmž je umístěna, přičemž
    články generují téměř šestkrát
    více pozornosti než stránky
    podkategorií a1,6krát více než
    hlavní stránky webů. Reklamy
    umístěné uprostřed obrazovky
    na mobilních zařízeních získaly
    o25 procent více pozornosti než
    reklamy na bočních stranách
    obrazovky. Ukázaly to výsledky
    průzkumu Trinity od společností
    Teads aHavas Media Group.
    Potvrdilo se také, že pozornost
    oslabuje velké množství reklam
    na stránce. Průzkum to ilustroval
    na stránkách věnovaným sportu,
    které zobrazovaly dvojnásobné
    množství reklam na obrazovku
    ve srovnání se zpravodajskými
    stránkami, ale generovaly pouze
    poloviční pozornost na jednu
    Podle zprávy
    IPA Bellwether
    budou další
    čtyři roky ve
    Velké Británii
    kvůli šetření
    spotřebitelů
    ve znamení
    osekaných
    marketingových
    rozpočtů
    Foto: ISTOCK
    Svět podle MAM
    Netix překvapil, zajímavý obsah je král
    a stále těžší akvizice zákazníků
    04
    ZPRÁVY

  • Strana 5

    Coca ‑Cola spustila
    letní kampaň zaměřenou na
    hudbu. Vedle spotů aspotře-
    bitelské soutěže představila
    platformu Coke Studio pro
    mladé umělce. VČesku je am-
    basadorem skupina Mirai.
    E ‑commerce vČes-
    ku zpomalila růst. Počet
    objednávek se podle společ-
    nosti Shoptet propadl proti
    loňsku o16procent. Může za
    to inace, která zákazníky
    odrazuje od nákupů, ale záro-
    veň pomohla ke zvýšení tržeb
    e -shopů téměř omiliardu na
    necelých 53 miliard korun.
    reklamu. Studie Trinity využila
    údaje ze sledování pohybu očí
    achování, které společnost
    Lumen Research pasivně sbírala
    od roku 2018 od více než 2000 pa-
    nelistů vUSA aVelké Británii.
    Náklady na
    zákazníka
    prudce rostou
    Podle výzkumu společnosti
    SimplicityDX se ukazuje, že
    akviziční náklady na získání
    jednoho zákazníka vposledních
    letech prudce rostou aovlivňují
    ziskovost značek. Zatímco ještě
    vroce 2013 platili obchodníci
    průměrně devět dolarů za každé-
    ho nového získaného zákazníka,
    aktuálně činí suma už 29 dolarů.
    Za osm let tak náklady vzrostly
    o222 procent. Vzhledem ktomu,
    že 25 procent výdajů na digitální
    reklamu má být letos utraceno
    na sociálních sítích, jsou všechny
    značky vystaveny zvýšeným
    nákladům na získávání zákazní-
    ků vdůsledku změn vpřesnosti
    cílení.Mezi klíčové faktory odpo-
    vědné za nárůst patří představení
    iOS 14.5, postupný zánik cookies
    třetích stran. „Náklady na akvi-
    zici zákazníků jsou pro značky
    amaloobchodníky výzvou. Pro
    některé je nyní levnější získávat
    nové zákazníky doručováním
    personalizovaných papírových
    katalogů do jejich domovů, než
    prostřednictvím digitální rekla-
    my. To by bylo ještě před lety ne-
    myslitelné,“ uvedl Jordan Jewell,
    analytik společnosti VTEX.
    05
    ZPRÁVY
    Inzerce
    Billa dlouhodobě lpí na kvalitě
    nabízených potravin. Myslí
    i na to, jaký vliv mají potravi-
    ny na zdraví těch, kdo jídlo
    konzumují. Díky tomu se její
    cílová skupina také odlišuje
    od konkurence, vztahy se
    zákazníkem stojí na silnějších
    základech. Před dvěma lety
    to začala Billa reflektovat ve
    své komunikaci. Ve spolupráci
    s agenturou McCann Prague
    začala styl svých kampaní
    sjednocovat pod ucelenou
    myšlenku „Když jde o jídlo,
    myslíme na vše“. To bylo mož-
    né realizovat díky stabilnímu
    týmu na straně agentury, který
    je se značkou Billa dlouhodo-
    bě sžitý, a také díky otevřené
    debatě s marketingovým
    týmem. Billa na sebe vzala
    úlohu experta na jídlo a začala
    zákazníkům předávat benefity
    čerstvého a kvalitního jídla.
    Zároveň tím dokázala, že rozu-
    mí významu a kvalitě potravin,
    přípravě jídla, ale i potřebám
    svých zákazníků.
    Komunikace od té doby
    pracuje s obecnými, ale
    mnohdy i překvapivými fakty
    a detaily ze spotřebního chování
    zákazníků. Ty se tehdy Billa
    rozhodla podložit i vlastním
    průzkumem (Stem/Mark). Nešlo
    pouze o to, jaké jídlo mají zákaz-
    níci rádi a co je pro ně při nákupu
    důležité, ale i o to, kdy, kde, s kým
    a jak jej konzumují. Zajímavě byla
    rozpracována sdělení zaměřená
    na jednotlivé výsledky výzkumu,
    se kterými kampaň pracovala
    a pracuje doteď. Každý zjištěný
    fakt je zvlášť zpracován a po-
    užit tam, kde dává jeho sdělení
    smysl.
    Od této ucelené kampaně ušla
    Billa už dlouhou cestu a postup-
    ně se jí daří spojovat všechny
    své komunikační pilíře a výhody.
    S oslavou 30 let na českém trhu
    v loňském roce připomněla, že
    jídlo je jedním z jazyků lásky.
    Že potřeba zákazníků není jen
    v požitku z jídla, ale že jim jde
    také o společné zážitky s tím
    spojené. K tomu pomáhají i hod-
    noty, jaké Billa reprezentuje. Už
    od roku 1991 si buduje základnu
    dodavatelů, kteří berou ohled
    na životní prostředí. Jako expert
    pomáhá Billa zákazníkům i v těž-
    ké ekonomické situaci a s novou
    kampaní „Šetřete na ceně, ne na
    kvalitě“ inspiruje Čechy, jak jíst
    kvalitně, ale zároveň ekonomic-
    ky. Toto téma pokryla Billa v ČR
    letos jako první.
    V roce 2022 Billa pokračuje
    v trendu sjednocování, aby
    byl brand jasně rozpoznatel-
    ný, ať už jde o sdělení, nebo
    vizuální identitu. Podařilo se
    propojit i věrnostní kam-
    paně, dílčí taktická sdělení
    a postupně i komunikaci
    privátních značek. To vše
    probíhá také za pomoci
    vhodného mediamixu, který
    má dlouhodobě na starosti
    mediální agentura PHD.
    Pro mediální prezentaci
    kampaní Billa používá 360°
    komunikaci s použitím jak
    široko zásahových médií, tak
    i úzce cílených. V televizi jsou
    kampaně rozplánovány do
    nejmenšího detailu nejen na
    konkrétní dny, ale dokonce
    na start v konkrétní hodinu,
    aby s maximální efektivi-
    tou zasáhly zákazníky ve
    chvíli, kdy je pro ně informace
    nejrelevantnější.
    Klasická spotová kampaň je
    doplněna obsahovými projek-
    ty, které zastřešuje agentura
    Fuse. Ta využívá televizní
    projekty a produkuje i vlastní
    obsah navázaný na potřeby
    klienta. Nejznámější dlouho-
    dobá spolupráce značky je
    s úspěšnou show Masterchef,
    kde je Billa prezentována
    pomocí aktivního i pasivního
    product placementu a spon-
    zoringových vzkazů.
    Za zmínku stojí spolupráce
    s populárními osobnostmi,
    například projekt „Za gustem“,
    kde Lukáš Hejlík představoval
    výrobu lokálních potravin. Pro
    prezentaci produktových nabí-
    dek se využívá také netradiční
    formát HbbTV. Billa zkrátka
    prezentuje myšlenky svých
    zákazníků spojené s jídlem
    a dokazuje, že to je hlavní
    faktor, který přímo ovlivňuje
    skladbu jejího sortimentu
    v regálech. Nad jídlem přemýšlí
    stejně a ještě častěji.
    Když jde o zákazníka, myslí Billa
    na vše. K vybudování společného
    vztahu vede dlouhá cesta.
    Za 30 let působnosti společnosti Billa na českém trhu
    prošel tento obchodník různými obdobími. Stěžej‑
    ním bodem pro něj však byla vždy péče o zákazníka.
    Důkazem je i fakt, že věrnostní program Billa Bonus
    club je svého typu jedním z nejstarších u nás. Ve své
    marketingové komunikaci se Billa jako většina retailo‑
    vých řetězců dříve zaměřovala na taktické kampaně
    a sbírání bodů výměnou za odměny. V roce 2020 však
    nastala změna. Ve spolupráci s reklamní agenturou se
    Billa rozhodla na svém vztahu vybudovaném se zákaz‑
    níky postavit svou image.

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  • Strana 27

  • Strana 28

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