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Cereal raw materials, products and their significance
Hamrlová, Romana ; Divišová, Radka (referee) ; Omelková, Jiřina (advisor)
This bachelor thesis deals with cereal raw materials, products and their significance. The dominant theme of work is a breakfast cereals. The theoretical part focuses on the characterization of a cereal grains, a cereal chemistry and nutritional value. A breakfast cereals are also defined in this part as well as major cereals raw materials for their production, production technology and cereal products. At the end of this section the laboratory methods for evaluation of cereal products and raw material are described. The practical part describes the operating laboratory control of cereal and related materials. This section also includes a titrimetric determination of peroxide number, which provides rancid fats used in the manufacture of cereal products. The practical part also contains the sensory analysis of cereal products - concretely mu¨sli. There is also evaluation of the attached questionnaire about breakfast cereals and sensory evaluation of the quality of three products of various producers.
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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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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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Cereal raw materials, products and their significance
Hamrlová, Romana ; Divišová, Radka (referee) ; Omelková, Jiřina (advisor)
This bachelor thesis deals with cereal raw materials, products and their significance. The dominant theme of work is a breakfast cereals. The theoretical part focuses on the characterization of a cereal grains, a cereal chemistry and nutritional value. A breakfast cereals are also defined in this part as well as major cereals raw materials for their production, production technology and cereal products. At the end of this section the laboratory methods for evaluation of cereal products and raw material are described. The practical part describes the operating laboratory control of cereal and related materials. This section also includes a titrimetric determination of peroxide number, which provides rancid fats used in the manufacture of cereal products. The practical part also contains the sensory analysis of cereal products - concretely mu¨sli. There is also evaluation of the attached questionnaire about breakfast cereals and sensory evaluation of the quality of three products of various producers.
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Analysis of breakfast cereals market in Czech retail
Klofát, Vít ; Vávra, Oldřich (advisor) ; Müllerová, Lucie (referee)
The main goal of this diploma thesis is to make a complex analysis of breakfast cereals market in the Czech Republic in retail. The goal is accomplished by using combination of retail audit data and primary data from own research in retail. Theoretical part provides information about retail market and helps with understanding of its significant area and research methods. Research part starts with evaluation of the situation on the Czech retail market. Then the analysis is focused on breakfast cereals market where it starts on the macro level with analysing main specifics of the market such as its evolution in last years, its seasonality, evaluating the main segments, competitors and private labels. Then the analysis is aimed at the most important attributes of the market.
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