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The analysis of private labels at the czech retail market
Křepelová, Soňa ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this diploma thesis is the analysis of private labels and the consumer perception of private labels. The theoretical part is focused on brands, brand management, private labels and development at the world and the czech market. The practical part deals with research private label products and research among consumers. Based on the analysis, recommendations suggest retail chains to increase the share of private labels in total sales.
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Internet marketing of the Vichy brand
Rusková, Ivana ; Stříteský, Václav (advisor) ; Shamma, Marvan (referee)
The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.
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Brand Extension
Nováková, Jana ; Koudelka, Jan (advisor) ; Štědroň, Bohumír (referee)
The goal of this Master`s Thesis is to clarify issues and significancy of association bridging between parent brand and its extension. By analysing secondary and primary data and by using free association method I researched five brands (Michelin, Cosmopolitan, Duracell, BIC and Aquila) and their interesting extension. Within the analysis is highlighted the dominance of associations, their internal meaning and connection of associations between the extension and the parent brand. In conclusion, in response to found bottlenecks of researched brands are some recommandations about the internal meaning of associations, hidden meaning of category, artificiality of associations, fake success of extension and minor meaning of a product category.
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Analysis and advice of marketing communication strategy for Philip Morris company on the Czech market
Charopkin, Aliaksandr ; Král, Petr (advisor) ; Jurek, Martin (referee)
Thesis is dedicated to characteristics of marketing and communication mix, to analysis and evaluation of marketing and communication tools and processes of Czech branch of Philip Morris company and to possible advices. Thesis is divided into three parts. The first part is a theoretical one, dedicated to general marketing definitions. The second one deals with the specific of tobacco market and with extend and impacts of existing regulation. The last one describe the company this thesis is dedicated to, its tools and processes and also include the evaluation and some advices to improvement.
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Analysis of target groups and brand communications of Mercedes-Benz on the passenger car market in the Czech Republic
Dudinská, Daniela ; Průša, Přemysl (advisor) ; Burianová, Lenka (referee)
The thesis aims to identify the weaknesses, threats and opportunities in local marketing activities of the brand Mercedes-Benz in Czech Republic and to suggest ways to upgrade the communication of the company with the current, as well as the potential target groups. The theoretical part of the thesis brings basic knowledge of brand management, consumer behaviour, market research and marketing communications. The practical part of the thesis introduces the company Daimler AG, its historical development, current activities, brand portfolio structure and competition of the brand Mercedes-Benz. This brief presentation of the parent company is followed by description of the Czech daughter company and the positioning, identity and brand image of Mercedes-Benz in the country. The main chapter of the practical part is the analysis, divided into analysis of target groups and analysis of brand communications of Mercedes-Benz Czech Republic in 2011. The following chapter contains recommendations based on the analysis results. The recommendations are related to the optimization of marketing activities of Mercedes-Benz Czech Republic with respect to target groups and planned business activities in the future.
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Private brands in a chosen trading unit
KOVANDOVÁ, Martina
My bachelor thesis is aimed at private labels in a selected retail unit. The main aim of my thesis has been carrying out market research for private labels in a selected retail unit and comparing the results with other retail unit. The thesis consists of two parts. The first part contains a review of literature in which are explained basic concepts related to the theme of thesis. The second part is practical part. In this part I have done market research. In the end are evaluated the results of the research and was proposed several recommendations to improve the situation.
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Relationship of young people towards brands
Klimentová, Jana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The goal of my diploma thesis is to describe and evaluate relationship of young people in Czech Republic towards brands. In first chapter I describe historical development of marketing approach towards brands, the function of a brand, its elements and the differences between brands and products. I mention and compare two diverse concepts of brand management - Kellers CBBE concept and Roberts Lovemarks concept. In the second chapter I characterize young Czechs at the age between 15 and 30. I do so thanks to information gathered from different sociological studies and from papers about phenomenom of generation Y. Last chapter follows the previous two and is purely about relationship of young pepople towards brands. I used for it facts described in the thesis above and data that I get from particular qualitative research as well as quantitative research that I realised by myself.
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