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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Event Marketing
Martinková, Anna ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
The diploma thesis deals with problems of event marketing and its position in the communication mix of the companies Karlovarské minerální vody, a.s. and EMCO spol. s.r.o.. First of all it describes basic theory aspects of event marketing. The practical part of the thesis faces the two brands application of event marketing strategy. According to defined aspects the thesis describes and weighs one of Mattoni events and one of Emco events.
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Mezinárodní aktivity firmy Emco
Jahodová, Lucie ; Kostková, Hana (advisor) ; Král, Petr (referee)
Bakalářská práce "Mezinárodní aktivity firmy Emco" se skládá ze tří částí. V první části je charakterizována společnost Emco, její historie, ekonomické výsledky, struktura tržeb a jsou zde popsány její importní aktivity. V druhé části se autor zabývá současnou situací českého maloobchodu a vliv na firmu Emco. V třetí části jsou detailně popsány exportní aktivity firmy Emco.
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