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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Analysis of potencial positioning brand Stará myslivecká
 Pribilová, Petronela ; Vávra, Oldřich (advisor) ; Tomek, Ivan (referee)
Stará Myslivecká is a traditional Czech brand occurring on the market since 1847. The label was one of the premium products during the period of socialism. However, there was a boom of new international brands on the market after 1989, which caused a downfall of Stará Myslivecká that lost its post. Diploma thesis contains an analysis of current brand position based on secondary and primary data obtained from online questionnaire. The aim of diploma thesis is to determine objectives that should be reached by the brand in next three years and to propose a marketing strategy based on the analysis of obtained data that would help to meet the objectives. To sum up, after reviewing all aspects is there the recommendation which one of the strategies is more preferable for the company.
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Repositiong and marketing comunications of Fatra brand
 Pribilová, Petronela ; Skokanová, Dagmar (advisor) ; Kočner, Tomáš (referee)
The topic of the Bachelor's thesis is repositioning of the Slovak mineral water Fatra, which was inovated in terms of a strategy focused on a diametrically different target group in 2008. The document consists of two main parts, the theoretical one, which includes all the basic terms and their explanations, and then the practical one, which is a crux of the document. The thesis gradually analyze the "new" Fatra's marketing mix, where the main purpose is heading to a communication to a new customer, to the budget and media planning. There is also a questionaire attached at the end, which served as attestation of customer's perception of the brand and served either as the base to evaluate this step of the company and put down a koncept for improvement.
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1 Přibilová, Petra
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