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Perception of advertising campaign
BABKA, David
The thesis is focused on the evaluation of the selected campaign.Recommendations and suggestions for future advertising campaign are based on the results of the survey. For this thesis was chosen the company Kofola a.s..
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The return of old brands like a phenomenon ostalgia in Czech republic
MAXA, Ondřej
The goal of this thesis is to describe and explain the process of comeback of the Czechoslovakian trademarks and products from the time of socialism. The thesis is divided into the theoretical and the practical part. The beginning of the theoretical part focuses on the genral introduction of the "ostalgia", including the brief description of the process of "ostalgia" in other countraies of the former Eastern Block. Another part of this thesis focuses on the reasons why today´s population of Czech republic tends to these nostalgic memories. What´s the reason of the comeback of trademarks like Kofola, céčka, botas etc. Why do people tend to these old trademarks and if it is somehow connected with people´s wish to get the time and way of living in socialism back. Or if this is just the regular nostalgia or the real "ostalgia"? The practical part of my thesis consists of the questionnaire regarding the "ostalgia", the fact hbow the middle generation remembers their youth in the socialism, how they feel about the comeback of the old trademarks or if there´s some more former trademarks they wish to come back. The questionnaire was also presented to a young generation to be able to compare the different opinions of two generations. The final part of the thesis consists of the analysis of the questionnaire and its results.
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Marketing communication of company Kofola a.s.
Šlemrová, Lucie ; Horová, Olga (advisor) ; Leitner, Šimon (referee)
The aim of the bachelor's thesis is to conduct a marketing research aiming to find out how consumers perceive Kofola's marketing communication and then to recommend other marketing activities that could be implemented. Theoretical part of work will focus on basic terms of marketing communication, new trends and marketing research. In practical part of bachelor's thesis will be introduced company Kofola a.s., its marketing communication and communication campaigns from year 2010 to 2012. Practical benefit from this work will be realization of marketing research. Aim of the research will be to find out, how people perceive Kofola's marketing communication. On the basis of the research results will be recommended several suitable marketing activities, which could be used by the company for improving its marketing communication.
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Marketing strategy of Kofola company
Ouřadová, Pavla ; Odehnalová, Jitka (advisor) ; Halásová, Eva (referee)
The objective of this thesis is to monitor and to describe marketing strategy of Kofola company on the Czech market, especially the marketing strategy of Kofola brand, to analyze it and make suggestions how to improve it. The thesis is divided into three main parts. The first part is theoretical. The second part describes Kofola company and its brand. This part is focused primarily on description of brand marketing strategy. The third part of the thesis is dedicated to research. The research includes PEST analysis, SWOT analysis, marketing mix analysis, analysis of marketing communications and questionnaire survey. The survey is focused primarily on perception of the Kofola brand and its marketing communications by customers. At the end of this part suggestions how to improve the current strategy are mentioned.
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Perception of the brands Coca-Cola and Kofola on the Czech market
Svobodová, Julie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brands Coca-Cola and Kofola on the Czech market. The objective of this thesis is to analyse and compare perception of these brands by the Czech consumers and consequently propose proceedings to improve marketing strategies of these comapnies. In the theoretical part I attend to brand issue and methods of marketing research. In the practical part I present companies Coca-Cola and Kofola, proceed quantitative research by the method of semantic differential and conseqential qualitative research by the group interview. By conclusion of these results and my discretion I propose the marketing changes for both brands. This thesis shows the strenghts and weaknesses of these two brands: Coca-Cola is percepted by the consumers worse than Kofola in the point of slogan or tune of the company only. But the following research schows that the reason for it may be the poor awareness of the slogan, so I propose to boost the familiarity of the Coca-Cola slogan. On the other side Kofola is evaluated negatively in aspects of design, ditribution and sales promotion, so it should modify its logo, the shape of the bottle, reinforce distribution and sales promotion. Both brands could also improve the quality of consumer competition.
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Comparative analysis of organizational architecture of czech and foreign multinational companies (on the example of companies Coca Cola, Pepsi Cola and Kofola)
Jurka, Petr ; Malý, Milan (advisor) ; Theodor, Michal (referee)
The thesis explains the theoretical concepts of multinational corporation, organization, different types of organizational structures and indicators used for the analysis of organizational structures. In the practical part, the author describes the structure of Coca Cola, PepsiCo and Kofola, analyzes the selected indicators for individual companies and also focuses on similar and different features of the organizational structures of these companies. In conclusion, the author establishes the general conclusions and recommendations for companies that want to expand into foreign markets, or already doing business in these markets and are considering a change in organizational structure. Organizational structure of analyzed multinational companies may pose an inspiration for them.
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Analyse of the stategy of personal selling of the Kofola company
Strachová, Stanislava ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The theoretical part of this thesis contains the general characteristics of the Kofola company, aspects of personal selling and the most important atributes of a successfull sales representative. The fourth chapter is focused on the review of the personal selling by the Kofola company and the fifth chapter summarizes concrete activities and specifics of the workweek of the sales representative of this sompany. The sixth chapter decsribes instruments of sales promotion often used by the Kofola company: special offers for customers and consumers. The last part of this thesis is focused on the performance measurement of the sales representatives, which is a part of a motivation system of the Kofola company.
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