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The Proposal of Product Communication Mix
Slavík, Roman ; Tomášková,, Eva (referee) ; Kaňovská, Lucie (advisor)
The goal of the bachelor thesis „The Proposal of Product Communication Mix“ is the proposal for improvement of communication mix based on the analysis of the selected protuct‘s present communication mix in selected company. The bachelor thesis is divided into two parts, theoretical and practical. Theoretical part describes particular tools of marketing communication, it’s principles in the theoretical level and methods of analysis of a company internal and external environment. Introduction of practical part describes selected the company and the selected product. Further takes place analysis of current state of the selected product, analysis of particular tools of promotion and analysis to evaluate the strengths, weaknesses, opportunities and threats involved in the product. Last part contains proposals to improve the current communication mix.
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Chování spotřebitele na trhu s nealkoholickými nápoji
Lorencová, Kateřina
Lorencová, K., Consumer behaviour on the market of non-alcoholic beverages. Diploma thesis. Brno: Mendel University, 2019. This diploma thesis deals with consumer behaviour on the market of non-alcoholic beverages in the Czech Republic. Thesis examines consumer behaviour, the Czech and foreign markets of non-alcoholic beverages, determines the development of consumption of non-alcoholic beverages, preferences, attitudes and opinions of consumers. It primarily focuses on identifying the factors that affect consumers most in a given market. Techniques that are used in the thesis are marketing research, namely questionnaire survey (n = 503) and cluster analysis. The output of this thesis is the determination of the main factors influencing consumer behaviour in the non-alcoholic beverages market, which are previous experience associated with the taste of the drink, reduced price and quality. Another output is segment characteristics and suggestions for sellers of non-alcoholic beverages to increase their sales.
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Spotřební chování na trhu s nealkoholickými nápoji v České republice
Pražský, Roman
Pražský, R. Consumer behaviour on the non-alcoholic beverages market in the Czech Republic. Diploma thesis. Brno: Mendel University in Brno, 2019. The thesis deals with the identification of factors affecting consumers on the non-alcoholic beverages market in the Czech Republic and the affordability of these beverages compared to alcoholic beverages. Based on the results, thesis suggests appropriate recommendations for state institutions and entities operating in this market. The first part of the thesis describes the current situation on the non-alcoholic beverages market in the Czech Republic, namely production and sale, consumption, foreign trade and prices in shops and restaurants and its comparison with the price of alcoholic beverages. In restaurants, non-alcoholic beverages are much more expensive than alcoholic beverages. The results of the questionnaire survey showed a taste as a factor with the greatest impact on consumers. The highest acceptable price of non-alcoholic beverages in shops and restaurants was also examined. Prices of soft drinks in restaurants are perceived by people as high. There was a dependence between the preference of non-alcoholic beverages from the point of view of sugar content and sex. Lastly were made recommendations for state institutions and entities operating in the non-alcoholic beverages market.
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Technologické možnosti výroby vybraných nápojů
Haluzová, Klára
In the theoretical part of the diploma thesis: “Technological possibilities of selected beverages production” basic theoretical knowledge concerning the problematics of ingredients and the production technology of beer and fermented malt beverages is summarized. In the subsequent part of the thesis production possibilities of low-alcohol and non-alcoholic variations of these beverages are stated. It is focused mainly on production methods with the use of special yeast strains and characteristics of these strains. The practical part of the thesis deals with experimental production of alcoholic and low-alcoholic malt beverages and beer fermented with special yeast strains. Over 30 various beverages were prepared. The following special yeast strains were used for the production: RIBM BS 197/z Zygosaccharomyces bailii, RIBM C5 Wickerhamomyces anomalus, DSM 2531 Zygosaccharomyces rouxii, RIBM Spk 78 and RIBM T3 Torulaspora delbrueckii, DSM 70551 and DSM 70550 Saccharomycodes ludwigii and DSM 70576 Schizosaccharomyces pombe. Strains W 95 Saccharomyces cerevisiae ssp. uvarum carlbergensis and Saccharomyces cerevisiae ssp. cerevisiae were used for checking samples. Malt, malt with the addition of apple juice and wort prepared in the Mendel University minibrewery were fermented by these strains. After finishing the beverages analytical measuring by HPLC Ecom, pH metre 7-XS and automatical device FermentoFlash were carried out, as well as sensory analysis using a five-point scale, ten-point scale and verbal description and finally the result appraisal.
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Charakteristika jakosti nealkoholických nápojů z hlediska jejich nutriční hodnoty
Turková, Michaela
The theme of this bachelor thesis is „Characteristics of the quality of soft drinks in terms of their nutritional value“. In this thesis, we can find a division of soft drinks according to technological and legislation, furthermore basic raw materials for their production or basic technological processes of selected beverages. The thesis summarizes the requirements for the quality of beverages, their labeling, packaging and market launch. It presents customer knowledge - what influences their purchasing decisions. The thesis deals with the consumption of soft drinks in the Czech Republic and in the world. It compares the most popular drinks, describes their composition, their nutritional values, and the positive or negative effects of individual beverage ingredients. In conclusion, the recommendations for consumption are presented and summarized.
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Moderní technologie nealkoholických nápojů
Langová, Markéta
ABSTRACT The main purpose of this balechor thesis was describe technology of non-alcoholic drinks and focus on modern ways of its processing. The next purpose was focus on trends by raw material which are used, by methods of preservation and packaging of final products. The bachelor thesis with topic Modern technology of non-alcoholic drinks was created in years 2017-2018 at the Faculty of Agriculture, Mendel University in Brno at the Department of Food Technology.
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Přidatné látky používané při výrobě nealkoholických nápojů
Prokop, Jiří
The topic of the thesis is Additives used in the production of soft drinks. In the literary section, the additives are grouped according to the properties of the soft drinks affects. The additives are divided into preservatives, carbon dioxide, vitamins, dyes, acidic substances, bitter substances, flavorings, sweeteners and physical properties agents. The groups are briefly described and the most common representatives of these groups are listed and described. All additives are subject to legislation to be followed. In the experimental part the content of additives used in the production of soft drinks was determined. The method of high performance liquid chromatography was used to analyze the content of preservatives, acidifying agents and ascorbic acid content. Titrated acids were also determined for beverages by the alkalimetric method.
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Využití náhradních sladidel v nealkoholických nápojích a jejich vliv na senzorickou jakost
TOLKNEROVÁ, Denisa
The subject of this thesis was to evaluate the use of sweeteners in a selected group of soft drinks from the viewpoint of the sensory quality. Using selected methods of sensory analysis were evaluated four samples of soft drinks with lemon flavor. The first sample A - Sprite contained aspartame, acesulfame K and fructose - glucose syrup. The second sample B - Slice consisted of the aspartame and acesulfame Ksweeteners. Sample C - Lemon contained only sugar and last sample D - Santerre, was composed of aspartame, acesulfame K and sodium saccharin. The evaluators were divided into two groups according to age. The first group of respondents was composed of students from the University of South Bohemia in the age of 18-27 years. The second group was composed of randomly selected people aged 40+. The aim of the thesis was to determine whether there is a disparity between the groups. Top rated sample became the sample A - Sprite. Differences occurred in sample B and C. Sample B which contains aspartame and acesulfame K was preferably evaluated bythe first group, whereas the second group consisting of older respondents evaluated preferably sample C Lemon. Lemon sample contains only sugar and its taste is therefore less noticeable or even perceived as without flavour, based on the evaluated results.The lowest rated sample was unambiguously sample D, which contains sweetener aspartame, acesulfame K and sodium saccharin. Part of this work was a questionnaire for consumers.Its main aim was to find out what mostly influences respondents when buying soft drinks, what attitude artificial sweeteners they have and if they find the composition of soft drinks determinative.
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