{"id":7548,"date":"2025-04-28T10:02:40","date_gmt":"2025-04-28T08:02:40","guid":{"rendered":"https:\/\/shortpro.cz\/?page_id=7548"},"modified":"2026-02-05T14:25:54","modified_gmt":"2026-02-05T13:25:54","slug":"pripadova-studie-hopi-popi","status":"publish","type":"page","link":"https:\/\/shortpro.cz\/en\/pripadova-studie-hopi-popi\/","title":{"rendered":"Case study Hopi Popi"},"content":{"rendered":"\t\t
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Rekordn\u00ed prodeje popcornu a distribuce do 5 000 vietnamsk\u00fdch ve\u010derek.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\tVeden\u00ed Hopi Popi spolu s \u010dleny t\u00fdmu ShortPRO<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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O Hopi Popi<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tHopi Popi<\/b> je \u010desk\u00e1 zna\u010dka, specializuj\u00edc\u00ed se na v\u00fdrobu popcornu<\/b>. Ve vlastn\u00ed tov\u00e1rn\u011b v Olomouci vyr\u00e1b\u00ed r\u016fzn\u00e9 varianty slan\u00e9ho i sladk\u00e9ho popcornu, kter\u00e9 distribuuj\u00ed do tuzemsk\u00fdch i zahrani\u010dn\u00edch obchodn\u00edch \u0159et\u011bzc\u016f<\/b>.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tHistorie spole\u010dnosti za\u010dala v roce 1992. U jej\u00edho zrodu st\u00e1li Andrew Glueck<\/b> a Jana Nov\u00e1kov\u00e1<\/b>.<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Jak to za\u010dalo.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tV roce 2021 se veden\u00ed spole\u010dnosti Hopi Popi<\/b> rozhodlo roz\u0161\u00ed\u0159it sv\u00e9 portfolio<\/b> a vytvo\u0159ilo novou zna\u010dku popcornu<\/b> pro \u010desk\u00fd trh \u2013 Cinema Time<\/b>. Tato zna\u010dka se rychle etablovala na pultech obchodn\u00edch \u0159et\u011bzc\u016f a z\u00edskala si pozornost z\u00e1kazn\u00edk\u016f.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tMotivov\u00e1ni t\u00edmto \u00fasp\u011bchem se v Hopi Popi pustili do v\u00fdvoje nov\u00e9 pr\u00e9miov\u00e9 \u0159ady popcorn\u016f<\/b> s vysokou kvalitou a atraktivn\u00edm designem. Nov\u00e9 produkty byly baleny v tzv. \u201e\u0161\u00ed\u0159kov\u00fdch obalech\u201c a nab\u00edzely t\u0159i p\u0159\u00edchut\u011b.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tD\u00edky podcastu, ve kter\u00e9m vystupoval n\u00e1\u0161 spoluzakladatel David Duc<\/b><\/a><\/b>, se k Hopi Popi dostala informace, \u017ee v \u010cesk\u00e9 republice existuje p\u0159es 5 000 vietnamsk\u00fdch ve\u010derek<\/b>. Tento specifick\u00fd maloobchodn\u00ed segment p\u0159edstavuje nejen obchodn\u00ed kan\u00e1l, ale i komunitn\u00ed prostor s vlastn\u00edmi pravidly a zna\u010dnou spot\u0159ebitelskou silou.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tZna\u010dka se rozhodla ud\u011blat odv\u00e1\u017en\u00fd krok: vstoupit do vietnamsk\u00e9ho retailu<\/b> a ud\u011blat z pr\u00e9miov\u00e9 \u0159ady Cinema Time<\/b>, konkr\u00e9tn\u011b p\u0159\u00edchut\u011b \u0160unka S\u00fdr, popul\u00e1rn\u00ed a \u017e\u00e1dan\u00fd produkt mezi vietnamsk\u00fdmi ve\u010derk\u00e1\u0159i<\/b>. Prvn\u00edm velk\u00fdm \u00fasp\u011bchem klienta bylo za\u0159azen\u00ed produkt\u016f Cinema Time do nab\u00eddky spole\u010dnosti Tamda Foods<\/b><\/a><\/b>, nejv\u011bt\u0161\u00edho vietnamsk\u00e9ho velkoobchodu v \u010cR.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tHlavn\u00edm c\u00edlem bylo zv\u00fd\u0161it m\u011bs\u00ed\u010dn\u00ed objem objedn\u00e1vek Tamdy o 200 %. Klient si byl v\u011bdom, \u017ee k dosa\u017een\u00ed tohoto c\u00edle je zapot\u0159eb\u00ed agentura, kter\u00e1 rozum\u00ed specifik\u016fm vietnamsk\u00e9 komunity a dok\u00e1\u017ee vytvo\u0159it autentickou a \u00fa\u010dinnou komunika\u010dn\u00ed strategii. Proto se rozhodl obr\u00e1tit na n\u00e1s.<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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V\u00fdzva.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tZadan\u00fdm \u00fakolem od klienta bylo efektivn\u011b p\u0159edstavit pr\u00e9miov\u00e9 popcorny Cinema Time <\/b>(prim\u00e1rn\u011b p\u0159\u00edchu\u0165 \u0160unka S\u00fdr) vietnamsk\u00e9 komunit\u011b v \u010cesk\u00e9 republice<\/b> a vytvo\u0159it popt\u00e1vku mezi provozovateli ve\u010derek<\/b>.\u200b<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tVzhledem k tomu, \u017ee vietnamsk\u00e1 komunita preferuje ov\u011b\u0159en\u00e9 produkty s re\u00e1lnou popt\u00e1vkou<\/b>, rozhodli jsme se pustit do kampan\u011b, kter\u00e1 zv\u00fd\u0161\u00ed pov\u011bdom\u00ed <\/b>o zna\u010dce Cinema Time a z\u00e1rove\u0148 dostane p\u0159\u00edchu\u0165<\/b> popcornu \u0160unka S\u00fdr do hled\u00e1\u010dku jak ve\u010derk\u00e1\u0159\u016f, tak generace Z<\/b> a Alpha<\/b>. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tN\u00e1\u0161 c\u00edl byl jasn\u00fd: Vytvo\u0159it kolem popcornu \u0160unka S\u00fdr takov\u00fd boom, \u017ee ho bude cht\u00edt ka\u017ed\u00fd. T\u00edm zvedneme popt\u00e1vku po popcornu a ta n\u00e1m otev\u0159e cestu do vietnamsk\u00fdch ve\u010derek.<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\tKde mladou generaci nejl\u00e9pe zas\u00e1hneme? Na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/b><\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tVsadili jsme na kan\u00e1ly, kter\u00e9 jsou pro mladou generaci p\u0159irozen\u00e9 \u2013 p\u0159edev\u0161\u00edm Instagram, TikTok a YouTube. C\u00edlem bylo nejen budovat pov\u011bdom\u00ed o popcornu \u0160unka S\u00fdr, ale p\u0159edev\u0161\u00edm vytv\u00e1\u0159et obsah, kter\u00fd bude bavit, u\u017eivatel\u00e9 jej budou sd\u00edlet a bude p\u0159irozen\u011b rezonovat s jejich jazykem a stylem komunikace<\/b>. V\u0161e jsme sm\u011b\u0159ovali k tomu, aby se popcorn \u0160unka S\u00fdr stal vir\u00e1ln\u00edm snackem<\/b>.<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Strategie.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tAbychom dos\u00e1hli c\u00edle stanoven\u00e9ho c\u00edle, navrhli jsme v\u00edcef\u00e1zovou strategii<\/b>, kter\u00e1 spojovala vir\u00e1ln\u00ed online komunikaci<\/b> s p\u0159\u00edm\u00fdm z\u00e1sahem na m\u00edst\u011b prodeje<\/b>.\n<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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1. F\u00e1ze: Na\u010dasov\u00e1n\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tStrategie vych\u00e1zela ze znalosti zvyklost\u00ed vietnamsk\u00e9 komunity<\/b>. V\u011bd\u011bli jsme, \u017ee se Vietnamci po Lun\u00e1rn\u00edm nov\u00e9m roce (konec ledna) vracej\u00ed z Vietnamu zp\u011bt do \u010cesk\u00e9 republiky a dopl\u0148uj\u00ed sortiment ve sv\u00fdch ve\u010derk\u00e1ch. Proto jsme navrhli spustit kampa\u0148<\/b> u\u017e v pr\u016fb\u011bhu ledna<\/b> a vyvrcholit<\/b> ji na Valent\u00fdn<\/b> , kdy je n\u00e1kupn\u00ed chu\u0165 siln\u00e1 a \u010d\u00e1st ve\u010derk\u00e1\u0159\u016f je ji\u017e zp\u011bt v \u010cR.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tKlient z\u00e1rove\u0148 zd\u016fraznil, \u017ee od za\u010d\u00e1tku kampan\u011b je nutn\u00e9 komunikovat pr\u00e9miovou p\u0159\u00edchu\u0165 \u0160unka S\u00fdr<\/b>. Nejen kv\u016fli v\u00fdrazn\u011bj\u0161\u00ed chuti<\/b>, ale tak\u00e9 vy\u0161\u0161\u00ed mar\u017ei<\/b>, kter\u00e1 je atraktivn\u00ed pro maloobchodn\u00edky. Rozhodli jsme se tedy budovat vir\u00e1ln\u00ed z\u00e1jem o produkt je\u0161t\u011b p\u0159ed jeho pln\u00fdm uveden\u00edm na trh, a zvolili tak strategii \u201epopt\u00e1vka p\u0159ed nab\u00eddkou\u201c<\/b>.\n\n<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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2. F\u00e1ze: \u0160unka S\u00fdr = Rande? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tPo \u00fasp\u011b\u0161n\u00e9m na\u010dasov\u00e1n\u00ed kampan\u011b jsme se ve druh\u00e9 f\u00e1zi zam\u011b\u0159ili na vytvo\u0159en\u00ed siln\u00e9 emocion\u00e1ln\u00ed asociace mezi p\u0159\u00edchut\u00ed \u0160unka S\u00fdr a rande<\/b>, jeliko\u017e spu\u0161t\u011bn\u00ed kampan\u011b prob\u00edhalo t\u011bsn\u011b p\u0159ed Valent\u00fdnem. C\u00edlem bylo nejen zaujmout, ale tak\u00e9 aktivn\u011b zapojit c\u00edlovou skupinu, kter\u00e1 p\u0159irozen\u011b reaguje na emocion\u00e1ln\u00ed a z\u00e1bavn\u00e9 marketingov\u00e9 p\u0159\u00edb\u011bhy. T\u00edm jsme cht\u011bli polo\u017eit z\u00e1klady pro nov\u00fd trend<\/b> a slang<\/b> v r\u00e1mci generace Z a Alpha.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\u0160UNKA S\u00ddR = RANDE<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\tNa podporu t\u00e9to asociace jsme zapojili vietnamsk\u00e9 influencery<\/b>, kte\u0159\u00ed dok\u00e1zali p\u0159irozen\u011b propojit t\u00e9mata ve\u010derek, vztah\u016f a popkultury. V lednu 2025 jsme odstartovali videokampa\u0148, ve kter\u00e9 se objevili nap\u0159\u00edklad Filip Dang<\/b><\/a><\/b> a LuckiLinh<\/b><\/a><\/b>. Influence\u0159i byli vybran\u00ed pro sv\u016fj vliv,  schopnost oslovit mlad\u00e9 publikum.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tInfluencersk\u00e1 videa jsme zasadili p\u0159\u00edmo do prost\u0159ed\u00ed vietnamsk\u00fdch ve\u010derek<\/b>. Vytvo\u0159ili jsme zde sc\u00e9nky, kter\u00e9 p\u0159ibli\u017eovaly popcorn \u0160unka S\u00fdr jako sou\u010d\u00e1st romantick\u00e9ho okam\u017eiku<\/b>, co\u017e pomohlo propojit produkt s konkr\u00e9tn\u00ed emoc\u00ed<\/b>.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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