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Market position of a private label
OSYPENKO, Yaroslava
My bachelor thesis deals with the position of the dm drogerie markt's private labels on the Czech market. The main goal of this thesis is the selection of appropriate communication tools that will result in increasing the awareness of the private labels of this retail chain. The theoretical part of the bachelor thesis is focused on brands in general, own brands and marketing research. Then follows the practical part of the thesis, which researches customer awareness of dm drogerie markt's private labels. To achieve the aim, marketing research is used, which was conducted in the form of an online questionnaire survey. A total of 156 respondents participated in the research. Through the questionnaire survey, it was found that 43.4% of the respondents purchase goods offered under private label. More than half of the respondents tend to prefer or strongly prefer private label over national brand. The survey shows that the main reasons for purchase are acceptable quality and low price. Women are the most frequent shoppers and the two largest groups are those aged 19 to 30, followed by those aged 31 to 45. Based on the results obtained, recommendations were formulated on how to improve the position of dm drogerie markt private labels on the Czech market through communication tools. These recommendations include the use of direct marketing via SMS, the development of social media, offline advertising on billboards, online banner advertising and advertising on the social networks Instagram, Facebook, YouTube and TikTok.
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Brand management of Tchibo
Hodul, Marco ; Průša, Přemysl (advisor) ; Saemann, Steffen (referee)
Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.
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Brand management
Čeřovský, Michal ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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