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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Photography as a part of complex communicate in the news of czech dailies
Jarošincová, Jitka ; Lábová, Alena (advisor) ; Šoltys, Otakar (referee)
My diploma thesis deals with respecting the journalism ethics by two most read general- interest newspapers in the Czech Republic - Mlada fronta DNES and Hospodarske noviny, when using complex communicate including a news photo. My research sample contained just breaking news (home and world) published nationwide in March, 2014. A relationship between meanings of particular parts in complex communicates (the headline, the caption, the photo and the article) and has been my variable that I was searching for within the sample. As all the parts work together in building one sense, which should represent a reality, I suppose, that meanings of these parts should show a relationship of harmony and substitution within one complex communicate. I used semiotic analysis to analyse meanings within a communicate, both denotation and connotation level. I applied my knowledge of social and visual semiotics, semantics and pragmatics to explain the meanings of individual signs. At the end of my research I compared results of my analysis to outcomes of Magda Polmanova's research - a former Charles University student that dealt with almost the same topic as me in her bachelor thesis, analysing the same dailies however from 2011. The findings of: How many times have these dailies published complex communicates that...
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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