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Orientation of consumer competitions of the brand Gambrinus
Blažková, Tereza ; Koudelka, Jan (advisor) ; Bémová, Radka (referee)
The aim of this thesis is to determine the potential and direction of consumer competitions of the brand Gambrinus 11 ° XCLNT at their target groups and also to design "optimal" consumer competition that could raise awareness of the brand, improve its image, and thereby increase its sales. The first part of this thesis describes the consumer competition as a part of marketing communication and reveals the importance of sales promotion as such. Then there are introduced types of consumer competitions and the all chapter is closed by the description of the procedure for preparation of consumer competitions. The fourth chapter contains the rules of competitions and treatment by the Code of Communication Agencies (AKA) and by the Code of Ethics and the Responsible Brewers Initiative (RBI). The thesis contains also theoretical marketing research process and the procedure for its implementation. The theoretical part closes the introduction of the company Pilsner Urquell and of the brand Gambrinus XCLNT 11 °. The practical part consists of secondary and primary research in the form of online questionnaire, for the evaluation and subsequent segmentation is used SPSS program. For the selected segment is designed "optimal retail competition," whose attractiveness is examined in the focus group. The conclusion summarizes the suitability and weakness of this communication channelf or Gambrinus 11 ° XCLNT.
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Consumer competition in the car workshop segment
Brož, Jan ; Vávra, Oldřich (advisor) ; Kozák, Petr (referee)
This paper deals with description and evaluation of the specific consumer competition implemented by OMV Česká republika, s.r.o. First part is devoted strictly to theory like consumer competition's place within the marketing mix, legal arrangements and tax aspects of the consumer competitions. Practical part commences with introduction of the company OMV Česká republika, s.r.o., continues with analysis of the Czech lubes market and short excursion to European legislation in the field of lubes. Furthermore, the paper introduces EPG (Engine Protection Guarantee) programme implemented by OMV Česká republika, s.r.o., the consumer competition used as support of this programme and also marketing support of the consumer competition. At the end, the paper is evaluating the whole consumer competition.
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Design of consumer competition for the company D.P.K
Knápková, Erika ; Vávra, Oldřich (advisor) ; Skokanová, Dagmar (referee)
This paper deals with specific consumer competition. The first part is devoted to defining consumer competitions in the integrated marketing communication, legislative arrangements and tax liability of the organizer. The second part outlines competition itself. Source data are internal materials and my business survey. Based on these data is selected date and place of competition and price attractive to customers. There are also determined complete contest rules. Greater attention is attached to the communications campaign, which focuses primarily on advertising on the Internet. We also can not forget the use of POS materials. The conclusion is the complete list of costs necessary to organize the campaign and evaluation of potential benefits of competition.
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Consumer contests
Schwarz, Michal ; Vávra, Oldřich (advisor) ; Pěnkava, Karel (referee)
Thesis disserts upon consumer contests and competitions. It defines their position among other sales promotion tools and studies their specifics. Describes the fundamental steps of the organization of contests as well as the legislative background. The practical part of the thesis is based on field research and aims to get an idea of consumers' attitudes to competitions. It attempts to propose an ideal model of consumer contests.
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Consumer competition for Pfanner, s.r.o.
Šťastný, Ondřej ; Vávra, Oldřich (advisor) ; Mencl, Petr (referee)
This thesis focuses on consumer competitions. Author designed the consumer competition based on theoretical knowledge, which is mentioned in the theoretical part of the thesis. This part contains all types of competitions,legal regulations and outlines present problems in this area. In the practical part of the work author describes juice market and target group. Key part is the competition design itself, including the economic impact of the competition.
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