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The chain's own brands
MARTINEC, Patrik
This bachelor's thesis focuses on the retail chain's own brands Billa and the communication strategy on the Czech market, with an emphasis on choosing a suitable communication tool leading to increase an awareness about the private brand. The work presents basis associated with the problematics of brands, private brands, communication tools and marketing research. These findings are later used in the analytical part, where a characteristic of chosen company and its private brand is. Marketing research is used to find awareness of the retailer private label and consummer behaviour. The information is obtained using a questionnaire survey shared on social media Instagram and Meta. Part of the information is obtained by filling out a printed questionnaire. The results of the questionnaire are then processed and evaluated by using Microsoft Excel and Google Sheets. Based on this information found, a solution is suggested to help the company increase awareness of its own brands.
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Market position of a private label
HAVLOVÁ, Veronika
The main purpose of my bachelor thesis is to find how do consumers perceive the private brand of Lidl chain store on the Czech market. The secondary purpose is to find out whether the consumers prefer the quality to quantity, or not. And according to the results I suggest the development of private brands in this chain store. My bachelor thesis is divided into two parts: The theoretical part of my thesis consists of a literature research. It describes the problematics of brand, private brands or the consumer´s behaviour. In conclusion, the research forms the comprehensive overview of the issue. The practical part is made up of my own research. The research is formed by an electronic or paper survey with targeted questions answered by respondents. This method allows many of respondents to answer in a short time. Thanks to these facts the distribution of this method is easy. On one hand the company of Lidl prefers an aggressive marketing policy which is focused on the lowest possible prices. On the other the company can produce the products of good quality despite prices. And this is the main reason why consumers usually buy these products. The result of my research is the development of these things thanks to the better advertisement and to the diversification of the products which consumers had not recognized before. Due to the popularity of these brands I suggest the modernisation of racks, the building of the changing room to try the clothes on. And last but not least I suggest the sales promotion through various competitions and discount coupons.
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Knowledge and Own Experience with Private Labels
KAVANOVÁ, Klára
This bachelor thesis investigates knowledge and the experience of customers with own brands of retailers which are also called private brands. The main aim of the thesis is to determine which opinions the customers have about specific private brands of the selected retail chain Albert. The theoretical part analyses the available literature in the area of brands, brands management and private brands. There are also the characteristics of private brands of retail chain Albert. Compared to that, the practical part consists of a marketing research and his results. An online questionnaire survey for determining the attitudes of customers is carry out. Based on the research suggested and recommended solutions for better position of private brands are proposed. There is also described how to increase popularity of private brands among customers of selected retail chain Albert.
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Market position of a private label
NOVÁČKOVÁ, Barbora
This bachelor thesis works with the theme "Market position of a private label". The aim of this bachelor thesis is to propose the development of the private label based on the consumers perception of the position of the label of chosen retail chain on the czech market. Secondary objet is to verify the hypotheses about the perception of the position of the same private brand. To achieve the main objectives was used qualitative research (survey). Subsequently, the processed results and suggestions for improvement.
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Analysis of private brands vs. producers brands from consumers‘ point of view.
Bukovský, Jiří ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee)
The aim of this paper is the analysis of private brands vs. producers brands from consumers' point of view. I worked with Ahold private brands (albertQuality and EUROSHOPPER). There is approximately 15% private brands market share in Czech Republic (e. g. ahold company sells about 1600 products under its brands). In the theoretical part I described all necessary terms. In the practical part I created two questionnaires and carried out an examination among the respondents through the use of private and producers brands food tasting.
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