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Výběr maloobchodního formátu u rychloobrátkového zboží
Brydláková, Veronika
The diploma thesis deals with consumer behavior in the purchase of fast-moving consumer goods and the choice of retail format for these purchases. The aim of the thesis was to characterize the behavior of customers in the market for fast-moving goods such as food, drugstore goods etc. and to identify factors that influence the choice of the place of purchase. Based on secondary data, an analy-sis of the market in the Czech Republic was carried out and a questionnaire sur-vey was also carried out in order to determine the behavior of consumers when purchasing fast-moving goods. The obtained data were further assessed using the Excel program and the statistical program Statistica 14. The results of the ques-tionnaire survey highlighted the growing popularity of discount stores and su-permarkets and the factors that influence the choice of store, particularly store availability and price. Based on the findings, recommendations were formulated for subjects operating on the Czech market.
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Business of the vietnamese community in the Czech Republic in FMCG
Nguyen, Hue An ; Cimler, Petr (advisor) ; Zeman, Jiří (referee)
The aim of this bachelor´s thesis is to characterize business of the vietnamese community in FMCG in the Czech Republic. The thesis has three parts. The first part follows up migration of the Vietnamese to the Czech Republic, the development of the number of the Vietnamese and economic activity the vietnamese community. The second part of the thesis describes vietnamese shops, way how they purchase goods, chosen contract alliances and an example of one vietnamese shop. The last part of the thesis is the practical part, which is made up by evaluation of a questionnaire survey. The aim of this part is to find out the attitude of customers to vietnamese shops with food.
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Application of marketing campaign management system on the retail FMCG market
Pivovarník, Jan ; Novotný, Ota (advisor) ; Šperková, Lucie (referee)
This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.
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Brand management of selected brand
Machová, Markéta ; Průša, Přemysl (advisor) ; Kraus, Karel (referee)
The thesis engages in the subject of brand management. The objective of the thesis was to conceive the subject of brand management and to apply the knowledge gained to a particular brand, i. e. to analyze and critically evaluate current brand management of the brand selected and to suggest recommendations for leading the brand in the future. The theoretical part of the thesis focuses on brand, brand elements and functions and engages in particular phases of the brand management process. The practical part of the thesis introduces the market of the chosen brand, the brand producer and the brand itself. The practical part also includes evaluation of survey concluded. The final part of the thesis engages in describing and evaluating the current management of the brand selected and in composing recommendations for leading the brand in the future.
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A sell-out data analysis of a particular company with focus on fast moving consumer goods
Kořínková, Martina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis deals with data analysis importance for decision making process. The theoretical part focuses on characteristics and specific attributes of the business intelligence, its history and development, limitations and opportunities. The data processing as well as steps or techniques necessary for the analysis are further examined. The practical part deals with sell-out data analysis of a particular retailer from its supplier point of view. The sell-out data analysis is based on real business examples and results in recommendations for a business team.
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