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Marketing Strategy of the company Plzeňský Prazdroj a.s. on the French Market
Křečková, Alena ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
The diploma thesis analyzes the marketing strategy of the company Plzeňský Prazdroj a.s. The first part of the study deals with an analysis of privatization in the nineties, a characteristics of the current owner, SABMiller plc, and description of each brand of the product portfolio. The second chapter focuses on the analysis of international marketing strategy of the company. The subject of the third chapter is an analysis of the French market. The final chapter describes the marketing strategy of the company Bieres d Europe, which is, like Plzeňský Prazdroj a.s., a subsidiary of SABMiller plc.
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Analysis of Nestlé international brand strategies
Krajčová, Lucie ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
Nestlé belongs to leading food and beverages companies in the world for almost 140 years. Throughout the time of its existence it expanded geographically and broadened its product portfolio. Nowadays, Nestlé delivers its products to 130 markets worldwide and manages a wide portfolio of both food and nonfood products. To the success of Nestlé company contribute high-quality products based on long-term research and development, as well as accurate planning and strategic management decisions about launching new brands into the market and precise planning of brand expansion into international markets. The objective of this diploma thesis is to analyse strategies, which Nestlé company uses for successful managing of international, regional and local brands.
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Marketing strategy of the company Intact
Lišková, Táňa ; Halík, Jaroslav (advisor)
The goal of this thesis is to describe marketing strategy of the company Intact. After introduction of the company and market I analyse the marketing mix, customers and competitors of this business. Then I deal with the market research and in the last part of my thesis I suggest some recommendations for the improvement of the current situation.
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Market launch of the brand FTB.cz through social network Facebook
Hradil, Radek ; Halík, Jaroslav (advisor) ; Laurin, Ivo (referee)
The objective of the thesis is to assess the potential of Facebook as a sole tool for intruduction of small, internet brand into the market and to assess advantages and disadvantages of using Facebook as an exclusive communication tool. The thesis consists of four parts. First part outlines brand creation theory and basic of strategy brand management, second part describes social media and social networks, third part focuses on Facebook and its marketing tools and part four provides description and analysis of introduction of the brand "FTB.cz" into the market using the tools and methodology described in chapters one to three.
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Positioning comparison of Concha y Toro product lines
Topol, Jindřich ; Postler, Milan (advisor) ; Lochman, Alexandr (referee)
The theoretical part of this paper (chapters 1 to 3) explained the main relevant terms such as marketing, marketing mix, segmentation, targeting, positioning, brand, brand value and brand management. The practical part in its fourth chapter described the charakteristics of wine market in the world and also in the conditions of Czech republic. It also describes the chilean wines market in Czech republic and the local market competition environment. The fifth chapter introduces Concha y Toro winemaking company and also Bacchus company which is importing the Concha y Toro product into Czech republic. Sixth chapter analyses the Concha y Toro product portfolio and introduces the product lines and their role in context of the whole portfolio. This chapter also explains the influence of price and wine specific origin on the product positioning. Chapter seven focuses on more detailed analysis of the offtrade brands. It describes differences in communication activities, product characteristics and distribution channels. It also includes survey on chilean wines offered in some of the chain stores which illustrates the position of Concha y Toro wines on the czech market. Proposal of strategy to increase the sales volume in offtrade is presented as well.
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Management of the Shell brand
Skopcová, Radka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this thesis is to describe how the company Royal Dutch Shell plc takes care of its brand and find out what image of the Shell brand has in the Czech Republic. The thesis is divided into theoretical and practical part. In the theoretical part I deal with the process of brand management. I describe here brand equity and its building, brand strategies, brand valuation. Onwards I describe brand research with an emphasis on the semantic differential. Semantic differential is a method of qualitative research used in the practical part of this thesis. In the practical part I deal with the activities and history of the company Royal Dutch Shell plc and the company Shell Czech Republic a.s. This part also contains research of the Shell brand, which forms the key part of this thesis. Based on this research, I find out image of the Shell brand and I compare it with a competitive brand OMV.
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Optimization and Control of the Communication Strategy of the Prescription Drug (in cooperation with sanofi-aventis)
Norková, Silvie ; Král, Petr (advisor) ; Eretová, Iva (referee)
The thesis addresses the analysis of the marketing mix in the pharmaceutical industry with a detailed focus on the promotion and communication channels of the prescription drug. The aim is to help a company with a control and optimization of the communication strategy so that it is adapted to the new trends. The differences between the prescription drug and the over-the-counter drug in the aspects of communication, promotion and the role of branding is drawn. Several methods such as analysis, description and marketing research are used. The thesis is divided into five main chapters.
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Image of the brand Kofola
Dolinská, Tatiana ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
The aim of this work is to analyse brand awareness and brand image of soft drink Kofola and on basis of their opinions provide recommendations for improvement of its total image. Project work is divided into three chapters. It includes 4 pictures, 13 graphs, 1 table and 3 appendices. First chapter clarifies bases of a brand theory. It deals with brand value, identity, image and personality. Following chapter characterizes profile of the producer Kofola a.s. as well as with non -- alcoholic beverage Kofola and its image. Last chapeter presents results and interpretation of data obtained by conducted research. Results of research draw attention to attributes that are according to consumers, typical for Vinea brand (traditional, czech) as well as to qualities it lacks (healthy). Conclusions indicate possibilities of improvement of the brand Kofola.
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