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The rebranding of Kofola and the analysis of its communication strategy in the years 2001-2012
Štarman, Ondřej ; Klimeš, David (advisor) ; Shavit, Anna (referee)
In post-revolutionary years on the Czech market there was a resurgence of some domestic brands which benefited from its socialist past. These certainly include Kofola which, however, chose an innovative approach to re-build the brand consisting in the use of new themes in communication. This bachelor thesis describes the theoretical basis of rebranding and application possibilities to the specific case such as a resurgence of a socialist brand. The paper also describes the communication strategy of Kofola which illustrates innovative approaches in the communication. The work also includes a survey which explores perceptions of the Kofola communication messages and perception of concrete brand elements which has changed during the rebranding. The assessment of the whole rebranding process and subsequent communication strategy appears in the end of the paper. There is also a recommendation for Kofola - which elements should be used in the communication of the brand. This recommendation is made on the basis of the aforementioned survey.
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Importance of caffeine in the diet of pubescents
RUBEŠOVÁ, Jitka
The topic of this thesis is importance of caffeine in the diet of pubescents. The theoretical part deals with caffeine and its effect on the human body, describes the best known sources of caffeine. Furthermore, the period of pubescence is characterized in terms of development, nutrition and movement. The graduation thesis presents a quantitative research in which a questionnaire is used as the main research method. The targeted group comprises pupils aged 12-15 years. The practical part describes a representation of caffeine in the diet of pubescents including frequency of consumption of various kinds of drinks containing caffeine. It also points to preffered sources of caffeine on pubescents and the reasons for their consumption.
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Marketing strategy of Kofola company
Ouřadová, Pavla ; Odehnalová, Jitka (advisor) ; Halásová, Eva (referee)
The objective of this thesis is to monitor and to describe marketing strategy of Kofola company on the Czech market, especially the marketing strategy of Kofola brand, to analyze it and make suggestions how to improve it. The thesis is divided into three main parts. The first part is theoretical. The second part describes Kofola company and its brand. This part is focused primarily on description of brand marketing strategy. The third part of the thesis is dedicated to research. The research includes PEST analysis, SWOT analysis, marketing mix analysis, analysis of marketing communications and questionnaire survey. The survey is focused primarily on perception of the Kofola brand and its marketing communications by customers. At the end of this part suggestions how to improve the current strategy are mentioned.
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