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Labeling of food products with quality labels
Černá, Pavlína ; Zadražilová, Dana (advisor) ; Sadílek, Tomáš (referee)
A diploma thesis deals with food quality labels in the Czech Republic. Quality labels are granted by the Department of Agriculture, private companies or by retail chains. The thesis describes various food quality labels granted by various organizations. A research question is: "Prefer costumers buying food with a quality label?" An author conducted a questionnaire research focused on the quality label Klasa, which is granted by the Department of Agriculture of the Czech Republic. Results of the research were compared with a research focused on the other quality label - Regionální potravina. In the following part of the thesis are compared systems of food quality labels in the Czech Republic and in foreign countries. The problem of costs connected with working of private labels is also mentioned in the thesis. Special attention is paid to private labels of food retail chains, because they are very important and economically strong players on the food market in the Czech Republic.
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Communication strategy of the brand Klasa
Kantorová, Šárka ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This master thesis deals with the communication strategy of the brand Klasa. The aim is to analyse and evaluate the current communication strategy of the brand and based on the results of research confirm or disprove the hypothesis regarding quality labels. The work is divided into two parts: theoretical and practical. The first part contains chapters dealing with commercial and marketing communications, brand and its role in marketing and marketing research. The practical part is devoted to the analysis of existing communications of the brand Klasa and to own marketing research. The final part of my thesis contains a summary of findings and suggestions for brand communication Klasa in the future.
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Brand Management of Regional Brands
Dohnalová, Jaroslava ; Hesková, Marie (advisor) ; Bilohuščinová, Denisa (referee)
The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.
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Consumer brands and consumer protection
VLČKOVÁ, Petra
The aim of bachelor thesis is the analysis of consumer brands. The work focuses on brand BIO - organic agriculture and the national quality brand KLASA. In the beginning of this work are described and explained the theoretical background. In the practice part is realised the marketing research for determination consumer awareness of these brands. Also, controlled-depth interview is realised with representatives of these brands. Finally, results of research are evaluated and proposals for improvement are recommended.
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Ověřování kvality potravin
Košková, Veronika ; Chvojková, Helena (advisor) ; Švachová, Marie (referee)
Práce se zaměřuje na značky kvality potravin, které dokládají, že kvality byla ověřena třetí (nezávislou) stranou. Konkrétně jsou zmiňovány značky Klasa, Czech made, Tesco, Metro Quality a Bio-Produkt ekologického zemědělství. V teoretické části jsou příslušné značky charakterizovány (jsou uvedeny podmínky jejich udělení, grafická podoba, apod.). Praktická část práce vychází z dotazníkového šetření mezi spotřebiteli různých demografických charakteristik a ukazuje, jaká je znalost značek kvality potravin a vůbec vnímání kvality.
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