Original title: Komunikační strategie při zavedení nového produktu - illy - společnosti Coca Cola na český trh
Translated title: Communication strategy while launching new product illy by The Coca-Coĺa Company
Authors: Doškářová, Pavlína ; Halík, Jaroslav (advisor) ; Smažilová, Petra (referee)
Year: 2009
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: The aim of this paper is to introduce two companies - Coca-Cola Czech republic and illy caffé SpA and their joint-venture Ilko Coffee International and to focus on their new product illy. Inthis paper there is analyzed communication strategy while launching this product, the process, evaluation, confrontation and suggestions for improvements.
Keywords: Coca-Cola; illy; strategy
Document type: Bachelors thesis
Institution: University of Economics, Prague - http://www.vse.cz

Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/15361

Permalink: http://www.nusl.cz/ntk/nusl-11331
 Record created 2011-07-01, last modified 2013-11-29




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