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Segmentation of the Infant Food Market
Hrůzová, Daniela ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The theoretical part covers general market segmentation, namely the marketing importance of differences among consumers, the essence of market segmentation, its main conditions and the process of segmentation, which consists of four consecutive phases - defining the market, determining important criteria, uncovering segments and developing segment profiles. The segmentation criteria, segmentation approaches, methods and techniques for the process of market segmentation are also described in the thesis. The practical part is focused on infant food market analysis and segmentation. It includes secondary as well as primary research and data analysis, which provides the basis for uncovering 3 segments, and for which I designed suitable marketing recommendations. The aim of the thesis is to analyze the infant food market, uncovering segments on this market, developing segment profiles, and proposing an appropriate marketing approach.
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Segmentation of Infant Milks Market
Čevela, Josef ; Koudelka, Jan (advisor) ; Sobol, Robert (referee)
The principal goal of the master thesis is to explore the similarities and possible differences among customers of infant milks. Based on those findings, the customers are clustered into various segments, which are extremely homogenous within each one, but significantly heterogeneous outside each of them. The second goal of the thesis is to suggest the best marketing solutions for each revealed segment. The work is divided into two parts, theoretical and practical. The theoretical part describes the process of market segmentation. The characteristics of the infant milk market and the description of infant milk types are described in the practical part. The customers' segmentation is designed according to primary and secondary research. Secondary data is based on data from project MML-TGI and content analysis. The data from my own primary research are processed by IBM SPSS statistics version 20. Among the main finding of the thesis was defining 5 segments of the infant milk customers. The work characterizes all of them and special term is chosen for each of the segment. Finally, the relevant marketing solutions are suggested for each of the segment.
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Influence of unisex rates on the life insurance market
Vondráčková, Hana ; Řezanková, Hana (advisor) ; Zemánek, Martin (referee)
The diploma thesis deals with possible reaction of life insurance companies to legislative decree, in which the European Union forbid, within the equality of sexes, to use sex as a factor for assessing different amount of premium between men and women. Using analysis of the product pricing of five important insurance companies helps to show, which risks (and to which extent) this change covers. Because there will be limited possibility to decide on the premium amount according to one of the most important parameters, it can be expected, this decision will have significant influence on the whole insurance market and it will indicate direction of life insurance to the future. Decision about business strategy is influenced also by other entries, such as position of the insurance company, its business network etc. As the most likely direction of market development is here considered new or more distinctive segmentation of clients, hence there are, on accessible data, using the hypothesis about the relative frequency, tested propositions of the new criteria, which could help determine more fair premium.
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Segmentation of antiperspirants and deodorants
Král, Tomáš ; Koudelka, Jan (advisor) ; Nývlt, Vladimír (referee)
The goal of Master's Thesis on topic Segmentation of antiperspirants and deodorants is to discover differences in consumer's behaviour, determinate and describe segments of consumers based on these differences and propose marketing strategy for the most attractive segments. Theoretical part describes market segmentation in general, process of segmentation and segmentation criteria. Analytic part characterizes Czech market of antiperspirants and deodorants, analyzes ACNielsen market data and discovers marketing communication of key producers. The main part of Thesis focuses on the process of segmentation -- market determination, key segmentation kriteria setting, questionary, segments determination and main characteristics. At the end two most attractive segments are chosen and marketing strategy for them is proposed.
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Segmentation of the facial care market
Fialová, Zdeňka ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The main goal of the Master's Thesis is to discover significant differences in consumers' behaviour. Based on these differences it determinates and describes the segmenents of consumers. An important goal is to design marketing strategies for these segments as well. The theoretical part of the thesis includes the explanation of the segmentation process. The analytical part covers the characteristics of the Czech facial care market and the analysis of the Market&Media&Lifestyle data. The practical part of the thesis focuses on the process of segmentation using questionares and the IBM SPSS Statistics programme. The output of the thesis reveals three segments of the market and suggests relevant marketing strategies for them.
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Market segmantation of dog food
Gruntová, Petra ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
This diploma thesis deals with marketing segmentation of food for dogs. The market is specified by companies existing on the market, devided into five pricing group. For better understanding of the problem there are mentioned also general principles of dog feeding and researches realized in past. Segments are revealed on basis of one segmentation criteria, other possible views are just briefly mentioned. Marketing strategy is suggested for three chosen target groups.
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