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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
We grew up on Sunar-mark. communication in the area of infant formula
 Fišer, Ondřej ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The bachelor thesis We grew up on Sunar - marketing communication in the area of infant formula examines the issue of advertising infant formula, with special focus on the communication of the brand Sunar. A brief outline of the history of breastfeeding and development of artificial infant formula, offering a comprehensive insight into the subject matter, is followed by a case study of the Nestlé company. This case brought on significant changes in the perception of the issue of infant feeding marketing as well as in the regulations limiting greatly the options of marketing communication in this segment. Important legislation is briefly introduced. The work then presents a concise history of the Hero company and its brand Sunar and in detail analyzes and describes individual elements used in selected samples of advertising; these are placed in a larger social and historical context and confronted on the basis of common marketing communication theories. The work also mentions the most significant non-governmental breastfeeding organizations and their activities. The aim of this work is to explore the communication of the brand Sunar resulting from the consumer perception of the brand and to sum up the facts from the area of communication strategies of infant and child nutrition companies.
Detailed record
We grew up on Sunar-mark. communication in the area of infant formula
 Fišer, Ondřej ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The bachelor thesis We grew up on Sunar - marketing communication in the area of infant formula examines the issue of advertising infant formula, with special focus on the communication of the brand Sunar. A brief outline of the history of breastfeeding and development of artificial infant formula, offering a comprehensive insight into the subject matter, is followed by a case study of the Nestlé company. This case brought on significant changes in the perception of the issue of infant feeding marketing as well as in the regulations limiting greatly the options of marketing communication in this segment. Important legislation is briefly introduced. The work then presents a concise history of the Hero company and its brand Sunar and in detail analyzes and describes individual elements used in selected samples of advertising; these are placed in a larger social and historical context and confronted on the basis of common marketing communication theories. The work also mentions the most significant non-governmental breastfeeding organizations and their activities. The aim of this work is to explore the communication of the brand Sunar resulting from the consumer perception of the brand and to sum up the facts from the area of communication strategies of infant and child nutrition companies.
Detailed record

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