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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The integrated positiong of the brand Pilsner Urquell on foreign markets
 Burianová, Lenka ; Gullová, Soňa (advisor) ; Klosová, Anna (referee)
The aim of this thesis is to present the international marketing strategy of Pilsner Urquell beer on foreign markets and to analyze the brand's positioning. The thesis is divided into three chapters. After the first chapter the reader is familiar with the basic theoretical concepts and methods of the brand and its management. The second chapter introduces the company Pilsner Urquell, a.s. It describes a company profile, its historical development, brand portfolio and export. The third chapter is focused on practice. It includes analysis of the international policies related to the brand Pilsner Urquell and the specific forms of positioning of this brand.
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Marketing strategy of Jan Becher - Karlovarská Becherovka a.s. on domestic and export markets
 Kouřilová, Martina ; Zamykalová, Miroslava (advisor) ; Čížek, Erik (referee)
This diploma theses executes an internal and external analysis of marketing strategies on Czech and international markets by company Jan Becher - Karlovarská Becherovka a.s. External analysis is assessed with respect to current economic downturn and evaluates alcohol market situation, competition and media markets. Latter internal analysis appraises company's standings on liqueur markets. This particulary includes analysis of market shares, pricing policy, distribution strategy and public perception. Final chapter follows up on the initiation and marketing strategy of a new product - Becherovka Lemond - on local and international markets.
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