Strana 25

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
43/2020

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
  KOHO LÁKAJÍ VOLNÉ
  KMITOČTY?
  Zájemci se oně poperou
  ve výběrovém řízení, které
  proběhne vprvní polovině
  příštího roku.
  str. 6–7
  OBŘI ECOMMERCE
  ROZEVÍRAJÍ NÁRUČ
  Mall, Heureka, Alza idalší
  značky míří se svými
  tržišti za hranice. Tam už
  čeká globální Amazon.
  str. 10–15
  MÁLO PENĚZ SE MUSÍ
  VYUŽÍT KREATIVNĚ
  Krize je příležitostí
  kposílení brandu. Seškrtané
  rozpočty je potřeba
  investovat efektivně.
  str. 24–25
  ZNAČKA MÁ BÝT
  INFLUENCER
  MARTIN
  PAUKRT
  43
  26. října 2020
  99 Kč / 4,90 €
- Strana 2
  Dynamická, progresivní
  aprosperující stavební
  společnost.
  Udává trendy
  a posouvá hranice
  dopravně-inženýrského
  stavebnictví.
  Stojí za malými i velkými
  projekty, které zlepšují
  životní podmínky
  obyvatel.
  Staví na špičkovém
  technologickém zázemí,
  dovednostech svých lidí
  asilné surovinové základně.
  www.eurovia.cz
   
- Strana 3
  Ještě v úterý během dne se ministr
  zdravotnictví Roman Prymula při
  pohledu na záběry z jedné domácí
  party chytal demonstrativně před
  zraky kamer za hlavu. Ve čtvrtek
  večer však sám předvedl skutečné
  mistrovství arogance moci a papa
  -
  lášství. Jako lídr vládní protikoro-
  navirové komunikace se nechal
  nachytat redaktory Blesku v
  restauraci, navíc bez roušky. Celá
  akce proti Prymulovi nebyla jistě
  náhodná, otázkou ovšem zůstává,
  proč byl hozen přes palubu už
  nyní. Celkově špatná komunikač
  -
  ní linka vlády ohledně opatření
  tak dostala další zásah. Je otáz
  -
  kou, koho dalšího si jako dočasný
  PR štít vytáhne premiér Babiš.
  Favoritem je podle bookmakerů
  Fortuny Aleksi Šedo s kurzem 1,7,
  na další funkci pro „dvojministra“
  Havlíčka je juicy kurz 55.
  To vše se děje ve chvíli, kdy
  běží opatření, která mají zamezit
  setkávání lidí. Vrodinách to úpl
  -
  ně nejde, takže zbývá jen omeze-
  ní setkávání ve rmách. Vtýdnu
  před uzavřením restaurací byl
  podle dat společnosti PAQ Rese
  -
  arch člověk vosobním kontaktu
  průměrně sdvaceti lidmi. Během
  jarního lockdownu se přitom lidé
  průměrně potkávali jen se sedmi
  lidmi. Lidé také oproti jarním
  měsícům zatím méně pracují vre
  -
  žimu home oce. Na jaře takto
  pracovala téměř čtvrtina lidí,
  vříjnu jen kolem deseti procent.
  Ze statistik ÚZIS přitom vyplývá,
  že 30procent lidí se nakazilo
  během září právě na pracovišti.
  Podíl lidí pracujících zdomova
  se během zimy nejpíše zvýší.
  Zájem onové kanceláře na trhu
  je nyní minimální, rmy plánují
  zavádět remote oces nebo
  sdílená pracovní místa. řada
  znich plánuje redukci kanceláří
  až očtvrtinu. Lidem, kterým se
  zdomova špatně pracuje, pak
  nabízí klid nyní prázdné hotely.
  Lákají na pronájem pracovního
  místa ve svých lobby barech, pří
  -
  padně pokojů vrámci speciálních
  pracovně-pobytových balíčků.
  
  Přeji vám zajímavé čtení!
  Pavel Hejkrlík
  
  redaktor
  Nahý velitel
  plukovník
  Inzerce
  EDITORIAL
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  ECOMMERCESTRATEGIE
  ZNAČKA MÁ BÝT INFLUENCER
  Na některých trzích teprve lidi učíme
  onašich postojích, říká Martin Paukrt
  zFootshopu.
  str. 8 –9
  TELEVIZE
  DVB T2 HOTOVO? NE ÚPLNĚ
  Tři roky trvala druhá televizní
  digitalizace. Ovšem ani dnes proces
  ještě zdaleka nekončí.
  str. 6 –7
  ECOMMERCE
  DALŠÍ SOUBOJ ONLINE TITÁNŮ
  Tlačítko „koupit“ bude brzo na
  Facebooku iGooglu, říká Adam
  Kurzok zExpando.
  str. 14 –15
  POTKÁME SE ZA HRANICEMI
  Místní rmy to uslužeb typu Amazon
  nemají snadné, iproto globálním
  hráčům roste konkurence zČeska.
  str. 10 –13
  Foto na titulní straně: VOJTĚCH RESLER
- Strana 4
  Zoot nově
  prodává
  kosmetiku
  Český e -shop soblečením Zoot po-
  kračuje ve své proměně vtržiště.
  Zatím má dvě desítky zapojených
  obchodníků, čímž rozšířil nabíd
  -
  ku oosm tisíc nových produktů.
  Nově prodává ikosmetiku. „Máme
  eko abio výrobky zajímavých do
  -
  davatelů asortiment stále rozšiřu-
  jeme. Pomocí marketplace chce-
  me vykrývat segmenty, kde máme
  prostor. To je například pánská
  sekce, bytové doplňky nebo právě
  kosmetika,“ říká CEO Milan Polák.
  „Ozývá se nám mnoho módních
  hráčů, kteří mají plné sklady aZoot
  pro ně může být zajímavým pro
  -
  dejním kanálem. Také se chceme
  soustředit na menší lokální značky
  adesignéry,“ odhaluje plány Po
  -
  lák. Idalší internetoví hráči Mall.
  cz aAlza.cz rozšířili už na jaře svůj
  sortiment avtrendu pokračují.
  „Běžné potraviny od nás zákazní
  -
  ci zatím neočekávají. Na druhou
  stranu mají zájem ooblast zdravé
  výživy. Stejně tak jsme se pustili
  do prodeje kvalitního aprémio
  -
  vého alkoholu. Vnabídce máme
  více než tisíc druhů vín zČech
  ize světových vinařských oblastí
  azároveň téměř dvojnásobný sor
  -
  timent kvalitních destilátů,“ říká
  Petr Bena, zpředstavenstva Alzy.
  „Vsoučasné době nabízíme vpo
  -
  travinách přes 3600produktů od
  více než 80partnerů, kteří jsou
  zapojeni do našeho programu
  Mall Partner. Sortiment chceme
  rozšiřovat inadále. Knejpro
  -
  dávanějším produktům patří
  zrnková káva, víno abezlepkové
  potraviny. Kdlouhodobě nej
  -
  prodávanějším patří také dětská
  výživa,“ říká Jakub Kováč, ředitel
  programu Mall Partner.
  On trade ve
  výrazném
  propadu
  Po prvním restartu On trade
  včervnu 2020 neotevřelo podle
  zprávy data -service.cz pět pro
  -
  cent podniků. Na konci letoš-
  ního roku se očekává, že číslo
  může dosáhnout až osmnácti
  procent. Od počátku letošního
  roku poklesla návštěvnost vOn
  trade o31procent, chybí útraty
  za 208milionů návštěv, které se
  vlivem opatření neuskutečnily.
  Nevrátili se ani zahraniční tu
  -
  risté, kteří tvořili deset procent
  návštěvníků. Nejvíce zasaženým
  segmentem jsou bary akluby,
  které se potýkají snejpřísnějšími
  restrikcemi. Vdůsledku všech
  omezení přišly na tržbách otři
  miliardy korun (od 1.restartu
  On Trade červen—září 2020).
  Vpřípadě, že se trh po ukončení
  nouzového stavu vlistopadu
  otevře, dá se předpokládat celko
  -
  vý pokles tržeb okolo přibližně
  40procent. Pokud by zůstal
  zavřený do konce roku, přijde
  prodej v místě spotřeby ovíce
  než polovinu loňských celoroč
  -
  ních tržeb.
  Kreativní
  lvi s novým
  brandem
  Novou značku Lions představil
  festival Cannes Lions; bude
  zastřešovat všechny jeho akti
  -
  vity týkající se marketingové
  kreativity aefektivity. „Vytvoře
  -
  ní Lions je přirozeným vývojem
  našeho podnikání, díky němuž
  se všechny naše služby sdruží
  vjedné platformě— The Home
  of Creativity,“ uvedl Simon
  Cook, ředitel Lions stím, že
  platforma poskytne přístup
  knejlepším pracím voboru,
  výzkumům, vzdělávání ilidem.
  Služby rozdělené do pilířů na
  -
  zvaných Community, Intelligen-
  ce, Learning aBenchmarking
  mají být přístupné všem, od
  studentů po nejvyšší marketin
  -
  gové manažery.
  Součástí platformy je rovněž
  každoroční soutěž o„lví ceny“
  během festivalu Cannes Lions
  či online akce Lions Live, která
  podruhé probíhala minulý týden
  (více na stranách 2425).
  Svět podle MAM
  On trade propadá, Zoot zkouší
  kosmetiku a nová značka pro lvy
  
  Časopis Time
  poprvé ve
  své téměř
  stoleté historii
  změnil před
  americkými
  prezidentskými
  volbami dočasně
  logo na své
  titulní stránce
  na Vote. Nové
  číslo vyjde
  2.listopadu,
  tedy pouhý den
  před volbami
  vUSA.
  Foto: ISTOCK
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  04
  ZPRÁVY
- Strana 5
  Svodka
  Galavečer
  Eﬃe 2020 nebude vter-
  mínu 4.listopadu.Organizátoři
  jednají oformě slavnostního
  vyhlášení. Vítězové jednotlivých
  kategorií vzejdou ze shortlistu
  43kampaní, nejvíce zástupců
  mají agentury Ogilvy aMcCann.
  CZC. cz rozšiřuje sortiment
  pro „geeky“. Zákazníkům kro
  -
  mě elektroniky nabídne vnové
  kategorii CZC.Lab výběrové
  komiksy, mužský test plodnosti,
  vánoční Deadpool svetr nebo
  třeba legendární Bertíkovy
  fazolky. CZC.cz spouští svou La
  -
  boratoř stéměř čtyřmi tisíci po-
  ložkami, ztoho zhruba polovina
  má na e -shopu premiéru. Jde
  hlavně opochutiny, kosmetiku,
  doplňky stravy nebo kategorii
  soznačením 18+. Rozšířil se
  itradičnější sortiment jako jsou
  herní doplňky nebo Lego. „Ge
  -
  eky“ zboží se daří ivBritánii.
  Společnost Geek Retreat minulý
  týden oznámila, že během dvou
  let otevře navzdory aktuální
  krizi retailu stovku dalších
  kamennýchobchodů.
  Adidas se chce údajně zbavit
  své značky Reebok. Zdroj ztrhu
  to sdělil agentuře Bloomberg.
  Adidas koupila Reebok vroce
  2006. Orok později se značka
  Reebok podílela na celkových
  prodejích jednou čtvrtinou. Pak
  ale nastal postupný propad až na
  zhruba šest procent vletošním
  druhém kvartálu. Společnost se
  zatím kvěci nechtěla ociálně
  vyjádřit, podle zdroje Bloo
  -
  mergu však už existuje interní
  tým, který má potenciální deal
  uskutečnit.
  Costa Coﬀee se vČesku
  bude nově prodávat ve -shopech
  Rohlík, Košík avMakru. Na
  Slovensku značku do nabídky
  zařadí Tesco, Kraj aMetro. Česká
  aSlovenská republika patří do
  první vlny patnácti zemí, kde jsou
  produkty Costa Coee vretailu
  kdostání. Celkem je vplánu
  28zemí. Oznámila to společnost
  Coca -Cola, která má značku ve
  svém portfoliu.
  TV Nova zatím změny ve
  své obchodní politice nechys
  -
  tá. Ceny reklamního prostoru
  zvyšuje jen mírně, vroce 2021 to
  bude opět procent. MAM to sdělil
  generální ředitel TV Nova Jan
  Vlček vreakci na zaslané otázky.
  Očekává také, že poptávka po
  televizní reklamě bude nadále
  růst, což už naznačil podzimní
  zájem zadavatelů. V programu se
  zatím změny nechystají. TV Nova
  nedávno převzala skupina PPF.
  Interpublic i Publicis
  hlásí propad
  Společnost Interpublic oznámila
  vrámci výsledků za třetí čtvrtletí
  letošního roku meziroční propad
  tržeb o5,2procenta. Od začátku
  roku činí meziroční propad
  vtržbách za devět měsíců
  6,7procenta. Propad vtržbách
  ve třetím čtvrtletí oznánila iPu
  -
  blicis Groupe. Skupině Publicis
  ve stejném čtvrtletí propadly
  tržby meziročně o9,1procenta.
  Za prvních devět měsíců roku ov
  -
  šem vtržbách hlásí růst onecelá
  tři procenta. Solidní výsledky
  hlásí zejména zamerického trhu,
  který odpovídá 60procentům
  tržeb skupiny.
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  Inzerce
  ZPRÁVY
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