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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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Price building - the issue of pricing on the example of the entry fee to Gigathlon Czech Republic 2016
Kratochvíl, Tomáš ; Šíma, Jan (advisor) ; Višněvský, Andrej (referee)
Title: Price building - the issue of pricing on the example of the entry fee to Gigathlon Czech Republic 2016 Objectives: The main objective of this thesis is to determine the price rally in the endurance race Gigathlon Czech Republic 2016. Another goal is to analyze the race Gigathlon Czech Republic in 2016 and the formation of the costs (expenses) in this race. The aim of this thesis is the analysis of competitive races. Methods: The work methods were used to calculate the price of the entry fee - cost method, competitive pricing and the method according to the return on investment. Further analysis method was used, which was used in the analysis of plant Gigathlon and competitive races. The last method was an interview which was obtained information about the race Gigathlon Czech Republic in 2016 by the main organizer of this event. Results: Entry fee rates for the category Team of five and Couple were achieved using the method of competitive pricing. The single category for this method was determined while the highest price. In the final pricing has been used only a combination of methods, but also to take into account the expected number of competitors and the Swiss pricing model. The results were then compared with the actual price of the entry fee. Between the amounts are only slight...
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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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Brand personality Škoda Auto and its influence on sponsored international sport events
Višněvský, Andrej ; Čáslavová, Eva (advisor) ; Omcirk, Vilém (referee)
Title: Brand personality Škoda Auto and its influence on sponsored international sport events Objective: The aim of this thesis is to measure the brand personality of Škoda Auto and to define its effect on the sponsored international sport events Ice Hockey World Championship and Tour de France. The level of concordance of the personality characteristics will be measured by comparing the results of brand personality between the brand Škoda Auto and the brands of sponsorship. High level of concordance of personality characteristics of brands is assumed in long-term sponsorship. Methods: To identify the brand personality, the standardized method of measuring brand personality by Belgian authors Geuens, Weijters, De Wulf 2009 is utilized, which allows to measure and compare brands of different product categories. The agreement rate of personality characteristics gets measured by comparison of averages of brand personality characteristics and regression and correlation analysis. Results: Škoda Auto is perceived as a stable and responsible brand. International sport events Ice Hockey World Championships and the Tour de France are perceived as active and dynamic brand. During comparison of averages of brand personality characteristics, a higher level of concordance between the brands Škoda Auto and Ice...
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Sponsorship of TJ Spartak Čelákovice
Vedral, Marek ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Sponsorship of TJ Spartak Čelákovice Objectives: The main objective of this work is to create suitable offer by TJ Spartak Čelákovice for sponsors. We will use this offer, look for the strengths and weaknesses and modify the offer in the process. Methods: First Method will be searching documents important for creating the offer and their analysis. Then we will use the information to create the offer, we will choose communication strategy. We will evaluate the offer, find out its strengths and weaknesses. Results: We found out strengths and weaknesses of our sponsor offer thanks to a year activity looking for sponsors. We also found out, that communication and first contact is very important. Key words: Sponsoring, nohejbal, communication, sponsor offer, amateur sport
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Income Structure of Professional Football Clubs in Czech Republic and Europe
Moravec, Aleš ; Šíma, Jan (advisor) ; Višněvský, Andrej (referee)
Tittle: Income structure of Proffesional Football Clubs in Czech Republic and Europe. Objectives: The aim of this work is to create summary of financial sources for selected football clubs operating in the highest European competition including Czech Republic. Another objective is to compare different types of income and refer the main differences and distinctions. Methods: In our thesis we used a method of analysis and a method of comparison. Method of analysis we applied in analysis of each clubs, comparison in part of compare all clubs or individual incomes each other. For description each clubs was necessary to find and analysis many professional articles, annual reports and league reports which are relevant. Results: Incomes of all football clubs are growing every year. Each club is characterized with certain differences in structures of incomes, but the most differs the Czech representative. For Sparta are the most important money from commercial activities, which achieves high values also in Juventus, Borussia Dortmund and Barcelona, Arsenal London receives on the contrary the biggest sum from broadcasting. Matchday participates only with small part on the total sum in Sparta and Juventus. Keywords: Football, Financial Sources, Television Rights, Matchday, Commercial
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Evaluation ofmarketing conception of Bosu Nymburk Sport & Dancehall
Šperková, Barbora ; Čáslavová, Eva (advisor) ; Višněvský, Andrej (referee)
Title: Evaluation of marketing conception of Bosu Nymburk Sport & Dancehall Objectives: The main objective of this work is to describe a marketing concept of Bosu Nymburk Sport & Dancehall and evaluate its marketing mix 7P. Another objective is to propose measures for improvement of this concept. Methods: Information about the operation of the fitness centre was obtained thanks to the attending offered lessons. To obtain another needful information, a semi- structured interview was conducted with the founder. To determine customer opinions was used a quantitative method electronic questioning. Results: Almost all aspects of marketing mix of Bosu Nymburk were evaluated positively. Thanks to the thesis, it was possible to acquire concrete measures to improve the services of the Bosu Nymburk Sport & Dancehall and eventual realization of this measures should make customers more satisfied. Keywords: sports marketing, sports services, marketing mix of services, marketing research
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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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Price building - the issue of pricing on the example of the entry fee to Gigathlon Czech Republic 2016
Kratochvíl, Tomáš ; Šíma, Jan (advisor) ; Višněvský, Andrej (referee)
Title: Price building - the issue of pricing on the example of the entry fee to Gigathlon Czech Republic 2016 Objectives: The main objective of this thesis is to determine the price rally in the endurance race Gigathlon Czech Republic 2016. Another goal is to analyze the race Gigathlon Czech Republic in 2016 and the formation of the costs (expenses) in this race. The aim of this thesis is the analysis of competitive races. Methods: The work methods were used to calculate the price of the entry fee - cost method, competitive pricing and the method according to the return on investment. Further analysis method was used, which was used in the analysis of plant Gigathlon and competitive races. The last method was an interview which was obtained information about the race Gigathlon Czech Republic in 2016 by the main organizer of this event. Results: Entry fee rates for the category Team of five and Couple were achieved using the method of competitive pricing. The single category for this method was determined while the highest price. In the final pricing has been used only a combination of methods, but also to take into account the expected number of competitors and the Swiss pricing model. The results were then compared with the actual price of the entry fee. Between the amounts are only slight...
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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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