Marketing of the Guimaras island (Philippines) concerning mango as a symbol of the region

Hrušovský, Tadeáš

This bachelor thesis is dealing with marketing practices of the Guimaras island, Philippines, concerning mango as a symbol of the region. Goal is to make assessment of strengths and weaknesses of the branding and marketing on the Guimaras island based on mango as a symbol of the island with a recommendation towards specific fields. Firstly, desk research is presented in order to gain information about online promotion practices and how mango is used in online marketing. Then, the analysis of the practices on the Guimaras island is shown with interviews, collecting of the promotion materials and documents linked to the key players affecting marketing of the island (local government, mango producers) and local products with its packages’ evaluation. Results are that on the Guimaras island they are using mango as a symbol in the marketing practices and in the brand building process, just as in online marketing, also through marketing strategies and local products on the island. There is a space for improvement, especially in the packages of the local products and usage of the indication marks.

host :: přihlásit Digitální repozitář
		Hledej		Nový záznam		Nápověda		O repozitáři