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Marketing strategy of BIG SHOCK! brand
Besperát, Tomáš ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
Diploma thesis analyses current marketing strategy of Big Shock! brand, active on the energetic products market. It includes competition monitoring, consumer behaviour study and the latest trends on the energy drinks market in the Czech Republic. Part of the thesis is based on my own quantitative on-line research among energy drinks consumers. The conclusion contains current strategy analysis and some recommendations ensuing either of the market development and research made.
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Analysis of skincare market in the Czech republic
Krňávek, Tomáš ; Koudelka, Jan (advisor)
The Master Thesis cover field of cosmetic and skincare market. It starts with a brief excurs into history of cosmetics followed by description of main product categories. Further it analyses the competition on cosmetic market and compare czech market to western markets. It covers widely the marketing mix in different market segments. Than an internet questionaire is analysed and that data is later used for segmentation, using IBM SPSS Statistics program. Discovered segments are than developed and autor prepare a short marketing mix for each segment.
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Brand building of SCA Packaging
Velínová, Monika ; Halík, Jaroslav (advisor) ; Dibelka, Jaroslav (referee)
The aim of my final thesis is to explain important terms which the marketers should know while wanting to build the successful brand. I would like to outline terms as promotion, distribution, indentity and brand value. Furthermore I willfocus on terms such as marketing mix and its parts. The aim of the practical part is to present the firm SCA Packaging and to compare the theory with brand building of this firm.
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How consumers perceive the brand of selected company
MAŘÍKOVÁ, Lucie
The work is divided into two parts - theoretical and practical part. The theoretical part includes a description of the concept and brand image. Part of the application includes the preparation and subsequent application of an electronic questionnaire from the perspective of the selected target group.
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Analysis of Application of the Regional Brand Prácheňsko
NIKRMAJEROVÁ, Monika
The subject of this thesis is to evaluate the regional brand name Prácheňsko. The exordium contains the regional labelling valid throughout the Czech Republic. The following section is focused on the topic of the implementation of the regional brand name ´Prácheňsko´ and the single brand name ´Prácheňsko ? the regional product ?´. The main part of the following thesis comprises the questionnaire survey results that were organized by one of the local action groups. The conclusion of thesis is based on the primary and secondary detective data and suggestions of their solution.
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Regional brands and their role in the consumer food market
KUČERA, Jaroslav
The bachelor work is focused on the tasks of regional brands in the food market. In the theoretical section describes marketing, marketing research, brand, regional brand and consumer behavior. The practical part is focused on a survey by questionnaire. The aim was to discover how ordinary consumers are responding to regional food labeling.
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Brand perception
TOMŠÍ, Pavlína
The aim was to compare whether there are different perceptions of the brand of ČEZ, as by its employees and from the public. Literature review dealt with the brand and its history, brand management and brand positioning. This chapter also included information on marketing research. The practical part introduced company ČEZ. Using quantitative and qualitative methods of marketing research, I tried to find out if employees perceive the brand more positively than public. Research results are displayed using a semantic differential scale and obtained values were compared. Based results then I confirmed or refuted the contrary, the hypotheses at the beginning of work. At the end of part I tried to suggest possible measures to improve the brand perception.
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Regional brand as a tool of regional development
TRUHLÁŘOVÁ, Jiřina
The aim of this thesis Regional brand as a tool of regional development was to analyze the contribution of regional brand ?Šumava ? original product? to regional development in tourism sector, specifically at service providers. In the theoretical part were identified marketing terms and also other terms concerning of work theme ? as regional brand, regional development and to it related sustainable development are. The practical part is focused on collecting and analyzing primary data by using interviews with service providers ? with one uncertified pension and with one pension certified by certificate ?Šumava ? original product?. For both types of pensions were formulated similar questions concerning of brand ?Šumava ? original product? and for possibility to its contribution to regional development. The answers were then summarized and compared.
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Regional brands awareness
HLAVÁČOVÁ, Nora
The topic for this thesis was Regional Mark Awareness. Its aim was to find out, how aware are entrepreneurial subjects in a chosen region of the Regional Mark Šumava-originální produkt.The first part of my thesis is dedicated to information about the above mentioned topic. Necessary secondary data were obtained from expert publications, magazines, newspaper (especially newspaper called Doma na Šumavě), and from Regional Development Agency Šumava web pages. I gathered primary data in the second part. These data were obtained by quantitative method and a questionnaire was used. The questionnaire consisted of 11 questions and I asked various subjects from Šumava region in districts Český Krumlov, Prachatice, Klatovy and Domažlice. Traders and small and medium entrepreneurs who have business in the area of services and accommodation, in catering, shop services and the last category was other, where asked subjects could write down specific areas of business.
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Analysis of selected brand from the Czech Quality Programme: Q21 - 21st century store
BEZEMKOVÁ, Aneta
The aim of this thesis was to present and subsequent analysis of quality brand Q21 - 21st century store. Through a questionnaire survey conducted at the level of brand holders, brand manager and customers of two certified retail units have been identified its strengths and weaknesses. Since 2010 is this brand part of the Czech Quality Programme, which currently covering together 20 independent brands. This Programme should help consumers in shopping orientation, but also assist entrepreneurs in bringing new quality products and services to market.
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