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Launching a new product on the market
Hrdličková, Barbora ; Zamazalová, Marcela (advisor) ; Titlbachová, Klára (referee)
Under BeBe Brumík, which is in its category a strong growing brand, an innovation BeBe Brumík Breakfast focusing with its positioning on new consumption occasion was launched in 2011. The target of my work is to verify setting and perception of BeBe Brumík Breakfast's positioning after few months after launch and to give recommendations for product support and positioning in the future. The theoretical part is devoted to strategic and tactical brand management and applied marketing research. The practical part is devoted to the context in which the innovation was launched i.e. category, consumer and brand. I introduce the new product, its positioning and marketing mix. And in my own qualitative research I verify perception of positioning and setting of the marketing mix, which is also followed by my recommendations for further marketing support in 2012.
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Marketing strategy of brand Zlaté
Kučerová, Jana ; Postler, Milan (advisor) ; Titlbachová, Klára (referee)
Goal of the thesis Marketing strategy of brand Zlate is to evaluate newly formulated marketing strategy of the brand and after that on the basis of own questionaire to suggest future brand activities that will strenghten Zlaté brand on the Czech and Slovak markets. Theoretical part deals with marketing in general, strategies and planning and applicatin of marketing plan to individual parts of marketing mix. Practical part describes brand Zlate as such, its position in Kraft Foods, evaluation of past marketing strategy of the brand, way of creation of the new one and its implimentation to product and product portfolio, price and distribution strategy and communication as advertising, sales promotion and PR. Own questionaire looks into perception of the brand, its consumption and a short exploration into preferences of consumers as for suggestions of new products.
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Analýza marketingové strategie značky Telka
Titlbachová, Klára ; Postler, Milan (advisor) ; Bojdová, Lenka (referee)
Práce analyzuje marketingovou strategii značky Telka společnosti Opavia-LU. Teoretická část shrnuje poznatky o strategickém řízení, nástrojích marketingu a budování hodnoty značky. Aplikační část obsahuje analýzu vnitřního a vnějšího prostředí značky Telka, dále analýzu marketingové strategie do roku 2007 a důvody její neúčinnosti. Na základě výsledků spotřebitelského výzkumu je sestavena nová marketingová strategie značky, která je v roce 2007 implementována.
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