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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Slave Narratives as a variation on motivational self-help books
Klimt, Vojtěch ; Ženíšek, Jakub (advisor) ; Topolovská, Tereza (referee)
This thesis aims to examine the representative of classic Enlightenment self-help text, Benjamin Franklin's Way to Wealth, and two representatives of the slave narrative genre, Frederick Douglass's and Olaudah Equiano's works, in terms of their possible affinity. The thesis compares and contrasts the individual texts and seeks to find analogies in structure and content which would indicate the influence of the self-help genre in American literature on the narratives and demonstrate the presence of the self-improvement element in the reading of slave narratives. The thesis consists of two key parts, the theoretical introduction onto the issues and practical part which analyses the texts themselves. KEY WORDS Frederick Douglass, Olaudah Equiano, Benjamin Franklin, slave narratives, self-help books, self-improvement, US history, uplift, autobiography, slavery, Enlightenment, 18th Century, 19th Century
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Slave Narratives as a variation on motivational self-help books
Klimt, Vojtěch ; Ženíšek, Jakub (advisor) ; Topolovská, Tereza (referee)
This thesis aims to examine the representative of classic Enlightenment self-help text, Benjamin Franklin's Way to Wealth, and two representatives of the slave narrative genre, Frederick Douglass's and Olaudah Equiano's works, in terms of their possible affinity. The thesis compares and contrasts the individual texts and seeks to find analogies in structure and content which would indicate the influence of the self-help genre in American literature on the narratives and demonstrate the presence of the self-improvement element in the reading of slave narratives. The thesis consists of two key parts, the theoretical introduction onto the issues and practical part which analyses the texts themselves. KEY WORDS Frederick Douglass, Olaudah Equiano, Benjamin Franklin, slave narratives, self-help books, self-improvement, US history, uplift, autobiography, slavery, Enlightenment, 18th Century, 19th Century
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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