|
|
Celebritization of czech youtubers and bloggers as part of marketing of czech food companies
Soukupová, Patricie ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
The topic of this bachelor thesis is "Celebritization of Czech Youtubers and bloggers as a part of marketing of Czech food companies" and tries to define four research questions (one main question and three secondary questions) using qualitative research. The introductory part of this work provides an explanation of why it differs from the original thesis, in which it is explained that the name Youtuber or blogger is summarized by the unified term micro-celebrity. The thesis focus on research of only one social network - Instagram, because of the complexity of this platform and its great popularity among young people. In any case, adolescents are not the only age group that it is focused on, the research also focuses on the cross-section of age groups. The theoretical and practical part of the thesis focuses on ways of interaction between micro-celebrity - followers - product (or company, which is by micro-celebrities promoted). Individual ways of interaction are described separately, for example how the company establishes cooperation with micro-celebrity. The practical part of the work contains description of the main monitored product Coca-Cola, research questions and the course of qualitative research, which includes a graph representation. Several research methods were needed to complete the research -...
|
|
|
Marketing Communication of Cola-based Beverages Producers
MACHALOVÁ, Marie
This dissertation deals with marketing communication of three brands: Coca-Cola, Pepsi and Kofola on the Czech market. The aim of the work was to analyse and assess the current state of marketing communication of these three brands and with the help of research among consumers to propose activities that could help them in their communication. Information from consumers of cola based beverages of these three brands were gathered by means of a questionnaire survey.
|
|
|
Analysis of mass media communication of selected manufacturers of cola-based drinks on Czech TV market
Menšíková, Šárka ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This master's thesis is focused on the analysis of mass media communication of three manufacturers of cola-based drinks, which are Kofola, Coca-Cola and Pepsi. Its aim is to provide a comprehensive overview of mass media communication, to map the progress of marketing campaigns on television and to compare activities of key players in the category of cola-based drinks on Czech television market at the period 2010-2015. The thesis contains theoretical and practical part. The theoretical part contains of literary research and there are also described main areas associated with this thesis such as advertising or mass media planning and there is also summarized the situation on television market and market of soft drinks. The second part of this thesis is devoted to analysis of mass media communication of selected manufacturers of cola-based drinks in the Czech Republic. At the beginning of the practical part there are described all used methods, based on data mining of the set of advertising investments which are available from the company Nielsen Admosphere, a. s.
|
|
|
Respect for Human Rights and Transnational Corporations: Coca-Cola Case Study
Hyšková, Kateřina ; Zemanová, Štěpánka (advisor) ; Trávníčková, Zuzana (referee)
This bachelor thesis deals with the issue of violation of human rights by transnational corporations on a case of Coca-Cola. The theoretical part explains the international legal responsibility of individual subjects of the international environment and the issue of non-binding international legal standards for the issue of transnational corporations and human rights. In the empirical part, the thesis tries to answer the question of to what extent and which specific human rights Coca-Cola violates and analyses the behaviour of the company when confronting states and their citizens for violating their rights.
|
|
| |
|
| |
|
|
Analysis of the Coca-Cola Company´s position on non-alcoholic beverages market in the Czech Republic
Hankeová, Lucie ; Machková, Hana (advisor) ; Richter, Stanislav (referee)
The aim of this master thesis is to analyze the position of the Coca-Cola Company on the Czech market of non-alcoholic beverages using retail audit data. First of all, the information about non-alcoholic beverages market in the Czech Republic is provided as setting the context for the analysis itself. This includes the facts such as size, market structure and trends both in terms of covered categories and producers operating within the market. Subsequently, the Coca Cola Company as the globally largest producer of non-alcoholic beverages is presented into the given context and in relation to the main producers on the Czech market with emphasis on the segment of cola flavored drinks is assessed its position. The analysis primarily using hard retail audit data is in the final part of the thesis enriched with the results of the consumer survey delivering the important insights of consumers themselves.
|
|
|
Marketing strategies of the brands Coca-Cola, Pepsi and Kofola in the Czech market
Tvrdý, Aleš ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
This diploma thesis in the first chapter characterises the concepts of brand and marketing strategy including their main components. In the second chapter deals with the brands Coca-Cola, Pepsi and Kofola and their elements, image, positioning and marketing mix. In the final part, the results of two surveys are presented - a survey of the retail chains and a survey among consumers of those brands, which are dealing with analysis of the market positiong of those brands and their perception by the consumers.
|
|
| |
|
|
Business strategy for the Chinese market - an example of Coca-Cola HBC
Kyselová, Karolina ; Machková, Hana (advisor) ; Olšanová, Květa (referee)
This thesis deals with the business strategy in the Chinese market, which is introduced a concrete example of the business strategy of Coca-Cola. According the breadth of the topic there is not included the overall business strategy of mentioned company, but corporate social responsibility, which is the third pillar of the strategy. The aim is to compare by values of social responsibility and setting the Coca-Cola's current situation on the Chinese market and local governments attitude to the main problems of this area. The first chapter is describe the economic growth and current economic development of China, which is marked by the global financial crisis. In the context of sustainable development of Coca-Cola is worth mentioning the Convention and the obligations arising from the country for membership in the ILO. This issue is devoted to the second chapter. The last chapter describes the business strategy (including the basic pillars of the strategy "4A"), with a focus on ensuring sustainable growth. This information is used not only to approach the business strategy, but also for possible access to government compared with the real situation in the country.
|
guest ::
