|
Strategické řízení a budování značky Pilsner Urquell
Nováková, Tereza ; Postler, Milan (advisor) ; Kraus, Karel (referee)
The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with analysis of the components of the marketing mix and their impact on building brand equity. The fourth chapter focuses on the analysis of the Czech beer market within the global context. The fifth chapter focuses Plzeňský Prazdroj, a.s. and its owner SABMiller plc. The sixth chapter introduces Pilsner Urquell brand - its history, the specifics of the beer production and its export and licensing activities. At the end of the chapter international brand management is briefly mentioned. The seventh chapter is devoted to strategic management of Pilsner Urquell in the Czech market. The target audience and typical consumption opportunities for the brand are described, as well as positioning and marketing mix. The eighth chapter focuses on the analysis of opportunities for the Pilsner Urquell brand in relation to young men between 18 and 29 years. Results of the research are summarized in the SWOT analysis and conclusions for the design of communication strategy and drawn. The last chapter outlines proposals for possible communications strategy for the Pilsner Urquell brand in relation to the above-mentioned target group. Proposals are divided into five blocks, namely on-trade and off-trade activation, activation through new media, through the special events aimed at young people and product placement in computer games and films.
|
|
Biodegradation of 17alfa-ethinylestradiol by enzymes of ligninolytic fungi
Přenosilová, Lenka ; Stiborová, Marie (advisor) ; Černá, Věra (referee)
This work is aimed at the study of the effect of 17α-ethinylestradiol (EE2) on the production and characteristics of ligninolytic enzymes (laccase, Mn-dependent peroxidase and lignin peroxidase) in I. lacteus, T. versicolor, P. chrysosporium and P. ostreatus cultures grown on two types of liquid media. Enzyme activity production in fungal cultures was affected by the composition of culture medium. In the case of P. chrysosporium, the addition of EE2 to the complex- medium cultures led to a MnP activity stimulation and simultaneously LiP production was partially repressed in these cultures. In the mineral MM medium, no effect of EE2 on enzyme production by P. chrysosporium was observed. In EE2 treated MM cultures of P. ostreatus lower MnP activities were found when compared to biotic controls. In the case of T. versicolor cultures, the addition of EE2 to the complex medium caused laccase and LiP stimulation in the cultures. In the MM medium, however, only laccase production was affected by EE2. I. lacteus MnP production was partially repressed by EE2 in MM medium. In contrast to that, significantly higher MnP activities were detected in complex- medium I. lacteus cultures after the treatment with EE2. Further EE2 degradation by the fungal cultures was studied. The highest degradation effeciency was...
|
|
Imprisonment of minor offenders
VÁVROVÁ, Kateřina
Youth criminality is a constant problem which a number of specialists, legislative bodies, and the whole public deal with. A number of negative phenomenons occurring in the area of this population, e.g. spreading of drugs among younger and younger age groups and related increase of criminality undoubtedly play a leading role. However, it is known that bare repression is ineffective and means of educational activities are much more effective. Occurrence of social pathological phenomenons, their dynamics and changes are an indivisible part of the society. Grounds enabling occurrence of these phenomenons change very little. Heritability, constitutional factors, family, school, peer pressure, inappropriate spending free time as well as media influence and ethnical origin have an impact. Responsibility of the youth for unlawful acts is laid down by the Act No. 218/2003 Coll., on the Liability of Youth for Unlawful Acts and on Justice in Matters of Youth and Amending Certain Acts (Act on Justice in Matters of Youth). The purpose of the Act is defined particularly from the view of prevention of unlawful activities of the youth that is a basic group to which the attention of the whole justice and society is to be paid, so that every member of this group who committed an illegal act, no matter he is a juvenile or a child younger than fifteen years, is treated in accordance with this Act, he contributes to rectifying the injury resulting from the unlawful act within his strengths and abilities, a convenient and appropriate measure is imposed on him, and he finds a social asserting corresponding to his abilities and intellectual and moral development as a definitive result. Preventive activities aimed against youth criminality always and in the whole scope require respecting basic children rights and rights for privacy of their family. Children rights must be observed from primary to tertiary prevention, from searching threatened children and their families to treatment of guilty children. The most significant tool of social prevention is education of children in families and education of children at school. The aim of the thesis was to find out grounds leading to custodial detention of a juvenile offender and to find indications which could help to positively or negatively affect educational impact on the juvenile in the prison.
|
|
Apartment buildings in Pardubice - Project planning and management
Skřivánek, Jan ; Sedlák,, Petr (referee) ; Motyčka, Vít (advisor)
The final thesis contains selected parts of construction technological project, this project are defined by a apartment building complex in Pardubice, Dubinská. This thesis deals with first two buildings with four flours and a basement. Coordination site plan, time and financial schedule including machinery setting, a study of main technological phases, construction site facility project, main technological machinery design, technological standard and time schedule, technological regulation for basement monolithic constructions, inspection and trial schedule with drawing of facing to it are regarded as parts of construction technological project.
|
|
The youth's idols and ideals in the media
Říman, Jakub ; Valenta, Josef (referee) ; Koťa, Jaroslav (advisor)
The thesis "The Youth's ldols and ldeals in the Media" investigates media' s influence on young people. The theoretical section presents a general introduction into the issue ofmedia's influence followed by an analysis ofthe present media situation in relation to young people and psychological aspects of the media-youth relation. A particular attention is given to the workings of advertising industry's and celebrities' influence on young people. Violence on television is also briefly considered. Based on a questionnaire research, the empirical part of the paper examines how first-year students of the Czech 4-year university-preparatory schools and the Czech apprentice vocational schools perceive the influence of celebrities and advertising on their peers.
|
|
Media education in the primary school teaching
Hamšík, Petr ; Hejlová, Helena (referee) ; Kargerová, Jana (advisor)
In my diploma thesis I am dealing with media education in primary schools in Czech republic. In theoretical part I inform the readers with foundations of media education, which come from general media studies, I present main concepts of media literacy and the evolution of media education on examples of foreign theorists. In the same time I describe a place of media education in czech education system. Research part focus with help of questionnaire on describing main trends of understanding media education among primary school teachers and tries to clarify applicability of methods and using media in contemporary education.
|
|
Taking advantage of public transport for marketing purposes
Hájek, Eduard ; Svobodová, Ivana (advisor) ; Srpová, Jitka (referee)
The aim of this diploma thesis is to guide a reader through a process of a creation of a business plan, its structure and content and above that it probes the practicability and profitability of a concrete business plan, which is focused on one of the possibilities how to effectively utilize a potential in a public transport for the marketing purposes. The main idea of this business plan arises from a conviction that existing ordinary advertising mediums in the public transport are not as attractive as they used to be few years ago and so the writer developed a business plan that utilize this scarcity and assume an establishment of a company named MetroVision which will come with a brand new and attractive product. This company is described in this plan in detail, including its financial plan for first five years.
|
|
GM crops for new food, pharmacological and technical use: inovation of secondary school study
Koblihová, Kateřina ; Opatrný, Zdeněk (advisor) ; Drda Morávková, Alena (referee)
The demand for plant and other production is increasing with the growth of human population when the territory where plants can be grown is continually decreasing. The present agricultural production of food, industrial materials and drugs of plant origin is not enough for people, as for the effort to achieve higher environmental comfort, especially in developed countries. We are trying to find a simpler, cleaner and cheaper ways of crop production. The genetic modification is one of the modern ways how to achieve this goal. Students get a lot of information about this topic from various sources, but mainly just from the internet and television. It is recommended that students should be able to compare information received from the media with school knowledge as for avoiding opinion pressure and manipulations.
|
|
The Influence of Mass Media on Society
Haladová, Jaroslava ; Stracený, Josef (advisor) ; Holubec, Stanislav (referee)
Práce nabízí v teoretické části vhled do problematiky mediálního vlivu se zaměřením na informační funkci, tedy na zpravodajství. Praktická část se zaměřila na jednu konkrétní oblast - na problematiku nastolování témat (agenda-setting). Pomocí metody kvantitativní obsahové analýzy bylo prozkoumáno 448 titulků, které se objevily na titulních stranách 76 vydání deníku Mladá Fronta DNES z období 1. prosinec 2005 až 31. leden 2006. Bylo stanoveno 37 tématických kategorií, každý titulek byl zařazen do jedné nebo několika z nich. Výsledkem analýzy je přehled četnosti jednotlivých témat na prvních stranách nejčtenějšího českého celostátního seriózního deníku. Analýza potvrdila předpoklad, že ne všechna důležitá témata jsou na prvních stranách zastoupena stejně. Největší prostor je věnován domácímu politickému dění, ovšem pouze jeho elitám, především vládním, daleko méně opozičním stranám. Na titulní stranu se v průběhu sledovaných třech měsíců ani jednou neprobojovala žádná neparlamentní strana nebo politické sdružení. Dále analýza ukazuje, že velká pozornost je věnovaná tématům obecně považovaným za masově atraktivní - katastrofám, nehodám, kriminalitě a jiným hrozbám. V závěru je práce je ke kvantitativní analýze připojen kvalitativní rozbor několika jevů, na které obsahová analýza poukázala.
|
|
Analysis of the Activities of Tourist Regions on Social Networks
Srníková, Claudia ; Musil, Martin (advisor) ; Švanda, Pavel (referee)
The purpose of this essay is to carry out a comparative analysis on the tourism regions on social media and websites. And from this anaylisis we can provide results and suggestions for more efficient communication. In this theory part, we focus especially on tourism in regionalisation Czech Republic. This work is primarily focusing on tourism regions such as Morava and then we compare them to other tourism regions around in the pre chosen foreign countries. In the next step, we summarise today's marketing communication trends and its implication/use on social media. The methodic and analytical part focuses on four main socila media sites namely Facebook, Youtube , Twitter and Google+. The analysis was conducted in 16 regions in total, 4 representatives from Poland, Austria, Slovakia and Moravia. They used the number of fans, activities of fans and the types of contribution from two of the four previously social media sites. Thanks to this conducted comparison, it shows that social media is not being much used as expected in Morovian regions as in other specific foreign regions around the world on which we were focusing on.
|
guest ::
