Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

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Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

global brand, marketing communication, outdoor clothes

global brand, marketing communication, outdoor clothes

MILICHOVSKÝ, F.; MRÁČEK, P.; MUCHA, M.

2019

21.12.2018

ZU – UNIVERSITY OF ZILINA

Rajecké Teplice, SK

978-80-8154-249-7

Globalization and Its Socio-Economic Consequences

738

745

8