The thesis focuses on marketing launch of the premium tobacco product. Defining tobacco product marketing regulation, it also specifies Czech tobacco market (incl. competition, price segments, etc.) together with consumer profiles as well as company brand portfolio. Brand strategy, its vision, authorship and brand positioning are included as well. The practical part is dedidacted to each of marketing plan essential elements: SWOT analysis, marketing objectives and strategy, action plan and overall evaluation including recommendation for future activities.

Sustainability is increasing in importance nowadays and Sweden is one of the most sustainability- focused countries in the world. Environmental sustainability is considered to be a key factor for business growth and companies incorporate this aspect in their brand marketing strategies. The purpose of this study is to get a broader understanding of the field of environmental sustainability work in connection to brand equity in Sweden. The main contribution of this study derives from studying how companies work with environmental sustainability to improve brand equity from a company’s perspective in Sweden. A qualitative approach was chosen, which included semi- structured interviews with seven companies that operate in Sweden. This paper develops an analytical model in order to analyse the findings from the interviews. The findings suggest that companies can work with environmental sustainability to improve their brand equity in Sweden by using strategies and practices that fit the company. It is important to consider the local context of Sweden, the market demands and requirements of its stakeholders and adopt a holistic approach in order to improve brand equity. Companies can choose to incorporate environmental sustainability work as an add-on to their brand or base the core of the brand around their work.

Made available in DSpace on 2016-04-25T16:44:24Z (GMT). No. of bitstreams: 1 Elaine Ribeiro de Oliveira.pdf: 3212601 bytes, checksum: 0d8bce13107f4e02fde572dfdbe62408 (MD5) Previous issue date: 2011-10-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The role of integrated marketing communication for the construction of brand value is the main theme of this paper. In a global market perspective, companies and organizations need to amplify and open up to new horizons and new informational technologies. It shows then that in the face of diversities derived from new paradigms enforced by the contingencies in social, economical, political and cultural spheres, integrated marketing communication came to be one of the pillars for enterprize strategy and for branding management. In this context, this study approached the proposition of striving the goal of identifying the determinant factors of the role of communication in the construction of the brand value. Due to the great challenges that constantly arise in organizations regarding the uncertatinties in the global market, it was perceived that there was a necessity of working on the issue. In this situation, branding managers are looking for alteratives and strategies to work on the brand construction and adding values. A case study was adopted, focusing on Bunge Fertilizantes, an European company that leads the ranking in the agricultural fetilizers sector in Brazililian‟s agribusiness. According to the survey which was carried out, the company‟s export is currently at its pinnacle in the aforementioned sector. In this perspective, the company‟s effort in working with the brand was effectively determined, through the links of the integrated marketing communication / Esta dissertação tem como tema, o papel da comunicação integrada de marketing para construção do valor da marca. Na perspectiva do mercado globalizado conseguir alcançar suas metas, diante de um cenário altamente competitivo, as empresas e organizações necessitam ampliar e buscar novos horizontes e novas tecnologias informacionais. Nessa premissa, verifica-se que, perante as diversidades advindas de novos paradigmas impostos pelas contingências das esferas sociais, econômicas, políticas e culturais, a comunicação integrada de marketing passou a ser um dos pilares para as estratégias organizacionais e aos gestores de marcas. Nesse contexto, o estudo buscou explorar dentro da proposta de atingir o objetivo de identificar os fatores determinantes do papel da comunicação na construção do valor da marca. Percebeu-se a necessidade de trabalhar este assunto, em razão dos grandes desafios que constantemente emergem nas organizações devido às incertezas no mercado globalizado. Nessa premissa, nota-se que os gestores de marca estão procurando alternativas e estratégias para trabalharem a construção de marca, como também agregar valor a ela. Adotou-se o método de estudo de caso e, como enfoque, foi escolhida a empresa Bunge Fertilizantes, empresa de origem européia que lidera o ranking no setor de fertilizantes agrícolas para o agronegócio brasileiro. De acordo com a pesquisa realizada, a empresa encontra-se no auge das exportações nos setor correspondente. Nessa perspectiva, constatou-se com sucesso a veracidade dos fatos o grande empenho da empresa em trabalhar a marca, através dos elos da comunicação integrada de marketing

Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy

The submitted diploma work combines available information resources from the area of general brand management with current challenges which the Brand Management faces within the power industry in the dynamically developing Czech market with significant globalization features. This creates a structure of secondary information resources, practical experience and drawn conclusions which have never been published and are primarily relevant to optimisation of the E.ON brand but important for the entire power industry sector due to its focus and they surpass their branch in the brand migration area

Chinese companies have been an important issue in the world economy development, since China belongs to the group of emerging countries that had been gaining prominence in the last years. To gain market, ranges of companies are going abroad, aiming to develop their brands internationally. Brand positioning plays an important role when the goal of the company is to gain competitive advantage and to be positioned in the consumer’s mind. Furthermore, when Chinese companies decide to internationalize, they have to deal with the COO (country-of-origin) effect, which might influence the consumer’s perception when purchasing a product. The aim of this study is to examine how the effects of COO influence brand positioning of Chinese firms when going international, and how they deal with these COO effects. In this context, a theoretical framework presenting the brand positioning drivers with the combination of the COO effect is developed. A qualitative case study that incorporates four interviews in two different Chinese companies with subsidiaries in Brazil, called JAC Motors and ZTE, are settled. The findings from the case study are compared and contrasted with the theoretical framework, developing a cross-case analysis, identifying and complementing the elements of the theoretical framework. In this regard, it was identified that Chinese companies position their brands with a cost-benefit approach, due to the COO effect caused by different general attributes from China. The brand positioning drivers, in a certain way, are defined taking in consideration the COO effect, although the drivers were not totally affected by the COO. In order to deal with the COO effect, most drivers oppose a negative effect of the COO when it is caused by the perception of lack ofquality from Chinese products; or the COO effect is highlighted in the strategy, when it is caused by the perception of low price. These findings are eventually depicted by a theoretically anchored and empirically guided model, which allows the authors to describe the international brand positioning of Chinese brands and how they deal with the COO effect in its international brand positioning.

This diploma thesis deals with the communication mix of Garnier, one of the most famous global brands of the cosmetic company L'Oréal. The goals are to analyze brand's communication , especially TV advertisments and their effects. The main goal is to find out more about consumer perception of the ads and brand as such. The thesis also contains my own marketing research on the main topics mensioned above, which basically means revealing the communication effects of the TV ads.

This diploma thesis called "Brand positioning Carla" is focused on the analysis of the position of the brand Carla on the Czech market. My recommendations are based on this analysis. The theoretical part describes current marketing and marketing trends, the components of the marketing mix and SWOT analysis. The second chapter describes the brand's development, history, trends and brand elements. The third part of the theoretical part is focused on marketing promotional and communication activities. Last chapter describes brand positioning. The practical part of my thesis is mainly based on internal information which was provided directly by the Carla company, also other techniques as interviews with company management and a questionnaire were used. The first part is focused on company presentation and history of the Carla company. Then I evaluated its market position and analyzed strengths, weaknesses, opportunities and threats of the so-called SWOT analysis. Also an analysis of competition and description of the company's distribution channels is included. The next chapter describes the segments which are products targeted. In conclusion, I described the promotional activities of Carla and suggested promotional activities for the company's new product.

En el presente trabajo se describe el origen del nuevo modelo de negocio de los Food Trucks, así como también su crecimiento y desarrollo en el mercado peruano. Así mismo, se mencionan y describen los atributos del marketing mix de servicios relevantes en esta categoría que generan posicionamiento. Estos atributos serán comparados y analizados con el fin de determinar cuál de estos es el atributo más relevante en la generación de posicionamiento en los consumidores de esta categoría y finalmente estudiarlos a profundidad. / This investigation describes the origin of the new business model of Fodd Trucks, as well as it’s growth and development in the peruvian market. Likewise, the attributes of the marketing mix of relevant services in this category that generate positioning are mentioned and described. These attributes Will be compared and analyzed in order to determine which of these is the most relevant attribute in the generation of positioning in consumers os this category and finally study them in depth. / Trabajo de investigación

Thesis (M.A. (Communication Studies)) -- University of Limpopo, 2020 / The purpose of this study was to assess the Integrated Marketing Communication (IMC) strategies used by the University of Limpopo’s Marketing and Communication, Student Recruitment division. The study focuses on the use of IMC strategies including direct marketing, which includes marketing through branding, face- to -face interaction with customers and other elements including advertising. The other aspect of the marketing strategy is digital communication, which includes social media and web marketing that the university uses to market themselves to their prospective students. The use of marketing strategies by higher institutions of learning was addressed in the literature review and the importance of implementing the strategies was also discussed. The study focused further on direct marketing and digital communication strategies following low student number enrolments in 2016, especially in the faculties of Science and Agriculture, as well as in Management and Law. The study examined the way in which the university presents and sells itself, promotes its services and maintains the relationship between students, both international and domestic. In this work, IMC strategies were explained and outlined for understanding, which allows for proper implementation of the strategies. The use of General Systems Theory (GST) served as a theoretical outline for this study to highlight the importance of marketing strategies that operate in a systematic way. The use of GST also advocated for the implementation of marketing strategies as a system. The theory was able to link both IMC strategies and the organisation of higher learning, wherein IMC is a system itself. There are elements of IMC that work together to create a system in an organisation. GST supports education as it was stated that educational institutions deal with marketing strategies which, need to be approached in a systematic way (Buckey, 1968). Institutions of higher learning are composed of many systems, which should not be viewed as individual, separate units, but as contributing parts to the effective functioning of the whole marketing strategy. The research design utilised grounded theory for philosophical methodological underpinning. The data was collected through semi-structured interviews taken from nine, (9) high school leaners from Zimbabwe and South Africa. International high v school participants were attending an exhibition in different places in Zimbabwe, such as Harare (Gateway High School). In South Africa, data was collected from different areas, such as Capricorn, Vhembe, Mopanae and Blouberg in Limpopo province. Branding and the use of social media was also a concern. Most participants concluded that the university needs to upgrade its marketing strategies and focus more on the digital communication as teenagers spend time on their digital devices, which can be helpful in accessing the information they need.