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Analysis of the marketing communication of the product Kofola apricot
Keyř, Michal ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The objective of the Master's Thesis is an analysis of the marketing communication of the product 0,5l Kofola apricot. The thesis is divided into two parts: the theoretical and the practical one. In the theoretical part, there are basic terms, such as communication, the forms of commercial communication and new trends in the field of communication. The practical part contains a detailed description of the company Kofola a.s., its portfolio, its competitors and in this section, there are analyzed marketing communication of the launch 0,5l Kofola apricot. The main part covers a questionnaire survey. Based on the results, the author provides recommendations for improvement of the marketing communication and also recommendations for the future strategy of Kofola.
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Awareness of the brand Yves Rocher
Gőtzová, Lenka ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor's thesis explores the awareness and perception of the brand Yves Rocher from the customer's perspective. The aim of this thesis is to evaluate awareness of the brand Yves Rocher on the Czech market and also to assess its perception of consumers. The first part of the thesis deals with the theory of brand and marketing research issue. The second, practical part includes the presentation of the company Yves Rocher and analysis of its competitors, an important part is also the questionnaire survey and its subsequent assessment. The conclusion of this thesis contains a summary of the results and some suggestions for improving the awareness of the brand on the Czech market and also for attracting more customers.
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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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