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Repositioning značky jachtařské společnosti Navigatour
Morávková, Šárka
The bachelor thesis deals with how to change the long-term perception of the Navigatour yacht brand in the mind of customers. The theoretical part deals with the essence and importance of the brand, companies corporate culture and the process of repositioning. The practical part describes recreational yachting, the functioning of company Navigatour and on the basis of collection and analysis of primary data is proposed the procedure of reposingioning campaign in the area of change of perception of the company in the mind of costumers.
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Repositioning of Birell brand as a tool for potential growth and entry to other categories
Jáchymovský, Oliver ; Machek, Martin (advisor) ; Kraus, Karel (referee)
Positioning is a key element of brand's strategic management and it is often a driver for success on given market. In every brand's life cycle there can be a moment, where current positioning simply doesn't work anymore, so there is need to reposition the brand to modify the current one or develop a new one. The main goal of this master thesis is to give readers full detail of the whole process of repositioning and to create ideal scenario for this process in FMCG market. I describe all most important parts of the brand and its strategic management related to positioning in the theoretical part. In the practical part I use a method of case study of Birell brand to describe real example of repositioning. This case study also includes reasons and consequences of the repositioning. In conclusion of the thesis, there is compiled ideal scenario of the whole process, that can serve as a basis for further research or as a instruction for future projects.
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Repositioning job fair of career opportunities – Career DAYS
Vodák, Ondřej ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This bachelor's thesis maps the change of prestigious job fair Career DAYS into an informal festival. For the process of change it uses various analysis of the consumer's perceptions which are used as basics for the product differentiation and positioning strategy. Opinions about the subject were gathered from professionals such as Kotler and Trout. This work examines the process from segmentation to targeting and differentiation of marketing offer with the branding and repositioning. The goal of this thesis is to objectively evaluate the process of repositioning Career DAYS and propose further recommendations for long-term successful campaign and also to provide information to other stakeholders and an overview for organizations into the issue of positioning and job fairs.
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Foldable Containers and their utilization in Intermodal Transport
Pernikář, Jan ; Kolář, Petr (advisor) ; Polák, Josef (referee)
The aim of the thesis is to characterize the folding containers as one of the potential solutions to the problem of the repositioning of empty containers and to evaluate the possibility of their practical use in intermodal transport. The theoretical part characterizes contemporary development in international trade, intermodal transportation, the issue of empty containers and also characterizes foldable containers together with the assumptions of their successful introduction to the market. The practical part deals with current concepts of foldable containers, there is also an example for comparing the costs of transport when using standard or foldable containers and the opinion of a representative of one of the leading shipping companies on use foldable containers in practice. To obtain information used in the practical part of the thesis a secondary research was carried out, where most information comes from research papers and websites, and also primary research was done in the form of an interview with a representative of the shipping company. In conclusion is the evaluation of the possibility of using foldable containers in practice which is based on the information obtained through research.
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Repositioning značky Frisco
Klimešová, Nikola ; Král, Petr (advisor) ; Tisovski, Marija (referee)
The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.
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Repositiong and marketing comunications of Fatra brand
Pribilová, Petronela ; Skokanová, Dagmar (advisor) ; Kočner, Tomáš (referee)
The topic of the Bachelor's thesis is repositioning of the Slovak mineral water Fatra, which was inovated in terms of a strategy focused on a diametrically different target group in 2008. The document consists of two main parts, the theoretical one, which includes all the basic terms and their explanations, and then the practical one, which is a crux of the document. The thesis gradually analyze the "new" Fatra's marketing mix, where the main purpose is heading to a communication to a new customer, to the budget and media planning. There is also a questionaire attached at the end, which served as attestation of customer's perception of the brand and served either as the base to evaluate this step of the company and put down a koncept for improvement.
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Repositioning the Scholl Brand
Zlámalová, Michaela ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals.
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Corporate identity and corporate image of PRIM
Janečková, Barbora ; Postler, Milan (advisor) ; Prokop, Jan (referee)
The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the description of typical Czech customer. The major attention is paid to the evaluation of PRIM's corporate identity elements and its strategic brand management. At the end of the practical part, there is a presentation of my own proposals for possible improvements of the current brand strategy and consideration of the possibility of expansion into the foreign market.
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Rebranding of a company (real example)
Korčák, Jaroslav ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis deals with rebranding of a real company. In the theoretical part I explain the basic marketing and rebranding terminology. Individual terms are described on real examples of big well-known companies. The term positioning is being explained further. In the practical part I analyze the situation of a concrete company. The firm had to step back from the position of the world's number one printing software company. But instead of this the company succeeded with developement of new software (hybrid mail technology) which has a competitive edge. At the same time the company decided to rebrand and reposition itself. In the thesis I outline the contemporary situation and the possibilities of further trends. In the conclusion the whole process is sumed up.
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