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Analysis of the bitter spirits category and the perception of the brand Becherovka Original in the czech market
Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of the thesis is to analyse the bitter alcohol drinks market and to evaluate the brand image of the Becherovka Original on the Czech market and to suggest appropriate recommendations for improvements in perception of the brand amongst the younger generation of customers. The theoretical basis is defined to understand the terms as customer behavior, consumers buying process, brand elements, brand equity, brand value and brand image. In order to achieve the main objective the primary research was carried out. The research was provided by online customer survey. Based on the collected data the whole Czech alcohol market was analysed, with emphasis on the spirits market, especially on the bitter spirits category. Also, the brands marketing strategy was analysed. At last, the perception of the brand Becherovka Original on the Czech market was analysed. The data for the analysis were obtained by the theoretical basis and by the research. The conclusion contains suggested recommendations for the future prosperity of the brand.
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Komerční komunikace značky Plzeňský Prazdroj
Vasak, Sophie Marienka ; Průša, Přemysl (advisor) ; Machek, Martin (referee)
The title of this thesis is : Commercial communications of Pilsner Urquell. This subject has been chosen because of the importance of beer on the Czech market and the fact that Czechs have a special relation regarding beer. Plus the company Pilsner Urquell holds a strong position on the Czech market and has an interesting price premium strategy. The aim of this thesis was to confirm or infirm the following research question: Is the current image in line with the current communication of the brand? Answering this question would permit people to prove the true relation Czechs have with beer and leave behind different assumptions. In addition the place Pilsner Urquell holds on the Czech market would be verified and the image it has on the Czech market will be affirmed. This problematic has mainly been solved using a market research I conducted. The problems encountered were the fact that people might not have been always entirely sincere when answering the survey. Furthermore this market research has mainly been conducted on Internet and different results could have been found if more results were found face to face. These problems were surpassed with a large survey size (more than 100 respondents). As a result it has been possible to confirm the hypothesis. Thus now people can have a verified insight of the Czech beer market and the position of Pilsner Urquell. Reading this thesis will provide people with true information on the communication strategy of Pilsner Urquell and its image in the Czech Republic.
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Creation of CSR report by using GRI reporting framework: case study Siemens Czech Republic
Cacková, Silvie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
This Master´s Thesis is focused on reporting of Corporate Social Responsibility (CSR reporting). The purpose of this thesis is to create CSR report for company Siemens Czech Republic for the year 2014. Theoretical part is dedicated to introduce the concept of Corporate Social Responsibility and Stakeholder concept. The next part is focused on relation between CSR concept and CSR reporting, its benefits and trends. The last theoretical part introduces applicable standards regarding CSR reporting, the attention is put on company GRI and its reporting framework. Practical part deals with Siemens Czech Republic, there is described process of reporting with disclosed CSR report for this chosen company. The version G3.0 of GRI standard was used for create this report.
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Marketing communication analysis in Foundation Fund J&T
Šťastná, Petra ; Kolouchová, Daniela (advisor) ; Machek, Martin (referee)
The bachelor thesis deals with the marketing communication of non-profit organizations focusing on foundations and foundation funds with the example of the Foundation Fund J&T. In the theoretical part the thesis outlines the theory of the non-profit sector with emphasis on foundations and foundation funds. The second half of the theoretical part focuses on the theory of marketing, marketing mix and marketing communications and marketing specifics again in foundation funds. The practical part is devoted to a specific example Foundation Fund J&T, its history, general characteristics and marketing communication. The practical part also includes its own survey, which assesses the awareness of the Foundation among students of the University of Economics in Prague.
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Analýza a návrh marketingové komunikace startupu CleanMyPlace
Tolstykh, Anastasiia ; Kolouchová, Daniela (advisor) ; Machek, Martin (referee)
This bachelor thesis is focused on the proposal of marketing communication for new start-up company CleanMyPlace, the winner of VŠE Exports 2015, aimed at increase of its brand awareness and improvement of existing marketing strategies and tactics. The theoretical part is devoted to marketing tools, most improtantly to marketing online communication, as soon as this brand provides its services via internet. In the practical part are defined and analysed the current marketing communication. The following practical part of the thesis presents the performed questionnaire and discovered results. In the final part are proposed particular solutions and recommendations aimed at improvement of the offered services and a suggested marketing communication for the purpose of increaing the brand awareness.
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Brand Personality in a Social Networking Environment
Kučerová, Kristýna ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.
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The concept of a brand identity in the Czech Republic
Mužíková, Iveta ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Strong brand is a significant element of the differentiation in the highly competitive environment. The first step in the systematic brand building is to define its identity, which ensures the consistency of a brand over time. The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by using conceptual content analysis. Qualitative research was used to find out approaches to the brand identity of czech consultants. Results of the qualitative research and the synthesis of the theoretical and practical part revealed that czech consultants get inspired from abroad, where some of them use models and some of them approach to defining brand identity instinctively. The master's thesis brings the primary insight into this field within the Czech Republic and can be used as a base for mapping the whole situation in the Czech Republic.
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Marketing communication of InBIO s.r.o
Ondrová, Michaela ; Machek, Martin (advisor) ; Stříteský, Václav (referee)
The aim of this Bachelor thesis is to describe the marketing activities of the company InBIO Ltd. The emphasis is placed on e-marketing communication and improvement in the competitive company position in the market. The work is divided into two parts: theory and practice. The theoretical part includes initial expertise of certain issues, which are crucial for the practical part. The practical part contains important information about the company and market analysis with emphasis on competitor analysis, customer analysis, site analysis, product portfolio analysis and SWOT analysis. Market analysis uses Porter's model. Customer analysis is based on the recently conducted survey. In-depth expert interviews were carried out to cover the e-shop and Facebook evaluations. The analysis utilises secondary and primary data. As a conclusion, proposals for improving marketing communication are set out. The final outcome of this thesis is the marketing plan of the company for year 2016 and a summary of data usable for other companies in the industry.
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Fashion blogs as a mean of promotion for companies in the fashion industry
Jenisová, Veronika ; Král, Petr (advisor) ; Machek, Martin (referee)
This diploma thesis concerns the use of fashion blogs as a mean of promotion for companies in fashion industry. With cooperation with GANT Czech republic, s.r.o. I will give an overview how a practical cooperation of a company and fashion bloggers might look like. Based on which criteria company chooses a blogger to interact with, how the work is done and what are the posibilities for the future. Thesis consists of two parts. First one is theoretical and touches topics as brands, fashion industry and new phenomenon of blogs in this indrustry that companies started to use heavily as a promotional tool for brand awareness. Second part is practical giving the characterisctics of a blogger and a reader or follower of a blog a exact steps how to cooperate with a blogger.
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