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Analyse of the stategy of personal selling of the Kofola company
Strachová, Stanislava ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The theoretical part of this thesis contains the general characteristics of the Kofola company, aspects of personal selling and the most important atributes of a successfull sales representative. The fourth chapter is focused on the review of the personal selling by the Kofola company and the fifth chapter summarizes concrete activities and specifics of the workweek of the sales representative of this sompany. The sixth chapter decsribes instruments of sales promotion often used by the Kofola company: special offers for customers and consumers. The last part of this thesis is focused on the performance measurement of the sales representatives, which is a part of a motivation system of the Kofola company.
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Launch of "Vinea" Brand in the Czech Market
Šušnyák, Viktor ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
Vinea is a traditional Slovak brand of grape-flavoured non-alcoholic beverage. It is owned by one of the largest producers of soft beverages in Central Europe - Kofola Group. Kofola is expected to launch the brand in the Czech market in the near future. This thesis deals with identification of Kofola's current position on the market and with formulation of an advisable launch strategy for Vinea. An online survey was used in order to acquire information necessary to formulate the strategy. The survey results can be found in the thesis. The theoretical part of the thesis contains a description of the most commonly used theoretical concepts related to situation analysis, strategies and brandbuilding.
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The analysis of the renewal and success of the brand Kofola
Dopitová, Šárka ; Pešek, Ondřej (advisor) ; Boček, Martin (referee)
The thesis analyses the successful return of the Czech brand Kofola to the Czech market. The main examined areas are marketing mix, financial analysis and the position of the brand Kofola in the Czech market. The first part deals with marketing mix. It describes the form of which Kofola occurred in the market and how it was presented there. The financial analysis brings essential information about economic results which were reached by the company Kofola. These numbers are not fully related to this particular brand but it is important to mention them though, because the financial strength of the company influences the contemporary and future development of the brand. The last area that puts the finishing touches to the actual standing of the brand is its position in the market and among its competitors.
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Comparison of Coca-Cola and Kofola in term of additional substances
Homola, Martin ; Kořánová, Helena (advisor) ; Hůlová, Marie (referee)
HOMOLA, Martin. Comparison of Coca-Cola and Kofola in term of additional substances. Praha: The university of economics, The faculty of business administration, The department of management, 2009. 42 s. The aim of this task is a characterization of additional substances, an examination of the influence of Coca-Cola and Kofola on human's health, a discovery of these beverages popularity and a reference on health's hazards resulting from theirs repeated consummation.
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Procedure of introducing Kofola brand onto the german market
Procházka, David ; Sztogrynová, Miroslava (advisor) ; Mišovská, Soňa (referee)
Cílem práce je popsat možný nenákladný vstup značky a produktu Kofola na německý trh, resp. do Bavorska. Hypotézou práce je domněnka, že na bavorském trhu existuje mezera, kde cílový segment tvoří mladí lidé ve věku 18-30 let, kteří touží žít po svém a hledají svůj nápoj. V práci je dále rozpracována myšlenka vstupu vytvořením vlastní sub-kofola-kultury a rozšíření nápoje mezi jedince cílové skupiny pomocí multiplikace. Práce popisuje jeden možný proveditelný způsob vstupu ve městě Norimberk a nabádá k dalšímu výzkumu a zpracování dané tématiky. Podkladem práce bylo provedené dotazníkové šetření.
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Finanční analýza Kofola, a.s.
Kocián, Marek ; Lodr, Jakub (advisor) ; Tyll, Ladislav (referee)
Obsahem této bakalářské práce je finanční analýza společnosti Kofola, a.s. s cílem zhodnotit výsledky hospodaření za roky 2001 ? 2005. Bakalářská práce se skládá z několika hlavních částí. První část reprezentuje souhrn teoretických pojmů, které jsou v druhé části prakticky na podnik aplikovány. Závěr práce hodnotí výsledky finanční analýzy, majetkovou strukturu a celkové finanční zdraví společnosti Kofola a.s.
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The advertising campaign of Kofola
Kubovčíková, Veronika ; Horová, Olga (advisor) ; Engel, Filip (referee)
This thesis is about advertising campaing of Kofola. It answers the questions: Who is the consumer of Kofola and who isn't? Do people like the advertising campaings of Kofola? Do consumers and non-consumers know the advertising campaings of Kofola? Do people buy the product Kofola thanks to the advertising campaings? All findings are deduced from the questionary survey.
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Advertising, measuring of advertising efficiency
Žemlička, Martin ; Koudelka, Jan (advisor) ; Hospodský, Richard (referee)
Advertising as every day phenomenon of our live. First part discusses s this issue theorethicaly, advertising message, consumers. Broader context of advertising - market segmentation, brand building, modern issues. Second part is about practice. On the basic of real market research are discussed basic ananlytical methods - advertising evaluation of companies Coca Cola and Kofola. Part of this work is attachment of summary of this research.
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