|
|
Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
|
|
|
Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...
|
|
|
Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
|
|
|
Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
|
|
|
The evaluation of the brand's entry strategy to a foreign market.
Kovářová, Alena ; Klosová, Anna (advisor) ; Tročil, Jan (referee)
The thesis "The evaluation of the brand's entry strategy to a foreign market" analyses mexican beer market and reflects the key factors, that are to be considered when entering the market. The first chapter examines the theoretical aspects of the company's entry to any foreign market and sums up the the current situation at the world beer market. In the second chapter the mexican beer market is researched, particularly its consumption specifics and the main companies that rule this market. The third chapter focuses on the entry strategy considered for Pivovary Staropramen. It suggests ways that can help the company to enter the market successfully.
|
|
|
Cenový výzkum piva Staropramen
Volák, Jindřich ; Postler, Milan (advisor)
Práce rozebírá výsledky vlastního dotazníkového výzkumu mezi českými spotřebiteli piva. Mezi zkoumané okruhy patří znalost domácích pivních značek, maximální únosná cena piva Staropramen, její cenové porovnání s konkurenty a škálové hodnocení její současné obvyklé ceny. Respondenti jsou segmentováni podle věku, vzdělání, místa bydliště a průměrné týdenní spotřeby lahvového piva. Součástí práce je také marketingový profil firmy Pivovary Staropramen.
|
|
|
The valuation of the company Pivovary Staropramen, a.s.
Zbožínek, Pavel ; Kislingerová, Eva (advisor) ; Sieber, Martina (referee)
The main objective of this thesis is to determine market value of the company Pivovary Staropramen, a.s. before the merger. Master's thesis is divided into two parts - methodological and practical. Methodological part includes individual steps a procedures, that are used to total value determination of the company. Practical part of the thesis consists especially of strategic and financial analysis, financial planning and company valuation. There is used the model DCF in variant FCFF to determine the market value. For the comparison there is used the book value method. At the end of the thesis there is performed a sensitivity analysis on value growth.
|
|
|
Company evaluation
Podola, Petr ; Scholleová, Hana (advisor) ; Mikan, Pavel (referee)
The aim of this bachelor thesis is to carry out the evaluation process and on its basis evaluate chosen company. Company Pivovary Staropramen was chosen for this purpose. This company belongs to most important companies, which produce beer within Czech Republic. In the first part author describes the most widely used methods for company valuation in practice. In the following part author carries out financial analysis, which is used to describe current financial situation of evaluated company. Next part of this bachelor thesis is devoted to strategic analysis, which aim is try to estimate future market situation. The aim of this analysis is to prepare financial plan. Company is evaluated by cash flow based method DCF and valuation used WACC as discount rate for individual cash flows.
|
|
|
Mezipodnikové srovnávání
Bartoš, Michal ; Vávrová, Hana (advisor) ; Doláková, Helena (referee)
Ve své diplomové práci jsem provedl mezipodnikové srovnávání společnosti Staropramen a.s. s konkurenčními společnostmi v odvětví pivovarnictví za období 2006 - 2008. Byly použity jak metody finanční analýzy (vertikální analýza účetních výkazů, analýza čistého pracovního kapitálu) tak i metody mezipodnikového srovnání: pořadí, bodovací, normované proměnné a vzdálenosti od fiktivního objektu.
|
|
| |
guest ::
