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The impact of positioning on consumer perceptions of co-branding campaigns in the FMCG category with a focus on Gen Z
Hofmanová, Kristýna ; Průša, Přemysl (advisor) ; Konrádová, Marcela (referee)
This paper examines the impact of brand positioning on consumer perceptions of co-branding campaigns in the FMCG category from the perspective of Generation Z. Specifically, it focuses on the influence in linking brands with functional and hedonic positioning, and also looks at the perception differences between local and global brands. The theoretical part of the thesis analyses existing research on branding in general, but also in relation to FMCG and Gen Z preferences. The practical part includes the analysis and interpretation of interviews with members of Gen Z, in which they were asked to evaluate fictional collaborations of existing brands that were designed to tap into all the aforementioned types of positioning. The binding element of the fictional collaborations was the Czech ice cream brand Prima, which appeared in all the proposals. The results showed the importance of the presence of a common brand attribute and its use in joint communication in all fictional collaborations. The authenticity of the cooperation, the added value for them or their surroundings was also important for the respondents, and they also evaluated the linking of local brands very positively.
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Customers' preferences for particular retail stores in a location
PILNÁ, Kristýna
This diploma thesis deals with the causes of division of customer preferences towards individual retail units in the town of Blatná in order to recommend proposals for improvement for the consumer cooperative COOP. The theoretical overview provides basic information about food retailers in the Czech Republic, presents the formats of stores, attitudes of shoppers to food stores, individual elements of the retail mix or other factors influencing customer attitudes towards the store which can be influenced by retailers. The practical part relates to the food chains in Blatná and it is focused on identifying the respondents' favourite and main shopping place, the reasons for dividing customer preferences towards retail units, researching attitudes toward retail units and evaluating the retail mix of these stores. The practical part consists of two parts, a questionnaire survey focused on customers of food stores in Blatná, and research from these stores. Subsequently, it is possible to define respondents' attitudes towards food retailers in Blatná and their buying behavior. The survey in retail formats is used to identify and evaluate the core elements of the retail mix of individual stores. Thanks to these procedures it is possible to define improvement suggestions for COOP Tip in Blatná.
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Analysis of Weather Effect on Sales in the Czech FMCG Market
Kubišta, Michal ; Krištoufek, Ladislav (advisor) ; Brož, Václav (referee)
In this work, we aim to study the effect of weather conditions on the sales of the FMCG market. For this purpose, we have collected an extensive dataset consisting of weekly category sales of over 1000 stores in the Czech Republic for years 2015 to 2017, coupled with various meteorological variables for over 80 different weather stations. We introduce a novel approach to analysis, using tree-based machine learning algorithms. These flexible non-parametric methods can estimate complex relationships as well as performing an automatic variable selection. Both of those attributes are critical in our work, as the final dataset consists of over 130 variables. The central point of this thesis is to either conclude there is only a negligible relationship or to provide a model with robust performance and explainable results. We manage to show a significant sales reactions based on changing weather conditions for three top-selling categories, producing a model that significantly outperforms both benchmarks, lasso regression and tree-based model trained on non- meteorological variables only. Ultimately we present two conclusions, firstly that linear regression, a commonly used methodology in similar studies, is not a suitable approch for modeling the weather effects and secondly that the weather variables...
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Retail trends in the Czech Republic
Kolmačková, Zuzana ; Cimler, Petr (advisor) ; Průša, Přemysl (referee)
The diploma thesis deals with six retail trends that influence significantly food retail chains located in the Czech market. It includes (1) trend in structure of stores in terms of sales area surface, (2) trend in investment in store remodeling, (3) trend in grocery offer supporting Czech regional products, (4) trend in offering healthy grocery, (5) trend in innovation technologies in stores and (5) integration of e-shops and stores. The diploma thesis analyses these trends relating to consumer behaviour via questionnaire survey. Practical contribution of the thesis is to complement existing researches with additional knowledge and possible recommendations that can be used from retailers side.
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Sales promotions actions at a customer of an international enterprise
Hudec, Dávid ; Cimler, Petr (advisor) ; Fuchs, Jan (referee)
The aim of the bachelor´s thesis is the analysis of the processes and procedures used in the environment of international FMCG enterprises and during preparation, execution and evaluation of sales promotion actions organized at retail buyers of products of an FMCG enterprise in the Czech Republic. The theoretical part includes definitions of key terms from international marketing, which are subsequently used in the practical part. The practical part at first considers sales promotion actions. It sets the basic functioning of a selected enterprise and, by using examples, it explains the procedure of the preparation of such an action, the communication with all the parties involved, such as the retailer or the graphic studio, and the individual phases of the action. Next, it describes a part of regular sales promotions of the enterprise in the form of preparation and utilization of displays for displaying products in the retailers´ stores.
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Corporate Social Responsibility of Firms in Practice
Stachová, Šárka ; Fiala, Roman (advisor)
The diploma thesis evaluates the concept of corporate social responsibility(CSR), and its use in practice in selected companies. At the beginning of the thesis are defined the theoretical starting points of the thesis. One of the benefits of the CSR concept is an increase of competitiveness that will help company Bel to meet the strategic goal they set for 2025. In the practical part, the CSR activities in Bel are reviewed and compared with the biggest competitor company Savencia. On the basis of their comparison, the author proposes recommendations for possible improvements and development of CSR activities at Bel.
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Comparsion of marketing activities of cider producers on Czech market within years 2011-2016
Dostál, Jaroslav ; Báča, Ladislav (advisor) ; Hrabánková, Markéta (referee)
The topic of this thesis is comparison of marketing activities of the four leading hard cider brands on the Czech market: Somersby, Kingswood, Carling Brisith Cider and Strongbow. The main objective of this work is to compare their communications using the method of comparative analysis. Other goals are to describe how individual marketing activities of concrete brands contributed to the building of a new market segment and to find out identical and different approaches in marketing communication of the brands. In the introduction, this work presents market segment of hard ciders and gives information about its formation and development in the Czech Republic. Then, the thesis analyze different brands, their positioning and the concrete marketing activities. There is an emphasis on online communication, which is due to the characteristics of the target group, a crucial part of ther communication mix. The conclusion contains a comparison of marketing activities and their possible generalizations for the future new product categories. Powered by TCPDF (www.tcpdf.org)
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Communication activities in flavoured beer segment: Staropramen Cool in 2011-2014
Kohoutová, Barbora ; Klimeš, David (advisor) ; Strielkowski, Wadim (referee)
The bachelor thesis deals with communication activities of Staropramen Cool brand in the timeframe 2011-2014. Its main objective is to compare communication activities in individual years by the method of comparative analysis and to describe how they changed over the years. The secondary objective is to determine what are the common and different elements of communication in the segment of flavoured beer. The first part of the thesis deals with the segment of flavoured beer, explains its origin and development. Then, the thesis is focused on the competing brands of Staropramen Cool brand and analyses their communication activities. The next part introduces Pivovary Staropramen company, whose portfolio includes Staropramen Cool brand. The following part is focused on Staropramen Cool brand and its marketing aspects and includes coparative analysis of its communication activities. Most attention is paid to advertising, sales promotion, sponzoring, online communication and public relations as tools by which the brand communicates with consumers. The final part includes the results of the comparison of the brand communication activities in the defined timeframe and evaluate communication problems. Then, the common and different elements of communication in the segment are revealed.
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Influence of commodity costs on the price of FMCG products
Baituyakova, Danagul ; Tyll, Ladislav (advisor) ; Machek, Ondřej (referee)
The goal of this thesis is to provide a reader with a comprehensive outlook on the cost-pricing process in a real FMCG company. Firstly, the thesis concentrates on the theoretical background of cost methodologies and pricing strategies from a perspective of a private firm. Secondly, the thesis presents a tool, which calculates the reflection of the change in the commodity cost on the shelf price of a good. Thirdly, statistical testing is applied in order to identify if the model could correlate with reality based on historical data. In this part the thesis discusses the limitations of the model and gives more real life examples of how the price is set, besides the commodity influence. Thanks to it, a reader will be able to draw conclusions from the given information and deeper understand the complexity of the FMCG market industry.
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