Abstract
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.
Highlights
Introduction and literature reviewThe marketing communication mix of companies includes in varying degrees, according to the specifics of a particular organization, advertising, direct marketing, sales support, public relations, event marketing and sponsorship, personal sales and online communication
It is necessary to keep in mind that the target group is always exposed to the marketing message in a certain communication context, which may strengthen or weaken it [1]
Event marketing is a very specific communication tool. It is based on the direct emotional involvement of the target group, thereby positively affecting the relationship to a particular product or brand
Summary
Introduction and literature reviewThe marketing communication mix of companies includes in varying degrees, according to the specifics of a particular organization, advertising, direct marketing, sales support, public relations, event marketing and sponsorship, personal sales and online communication. Event marketing is a very specific communication tool It is based on the direct emotional involvement of the target group, thereby positively affecting the relationship to a particular product or brand. What is important are "experience worlds" that appeal to one or more senses. This includes the use of certain colours, shapes, melodies and smells during events in order to "enhance" the product and give it tactile benefits. This is an active workload in which the target group meets at a specific place and at the same time and perceives a multisensory experience [2]
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