The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

This thesis investigates employee attitudes to corporate citizenship (CC) and the impact on employer brands. It addresses the practice of CC in the German FMCG industry, considers employee understanding of CC, and examines which CC initiatives influence perceptions of employer brands. The research is driven by the dual challenges of sustainable development and the ‘war for talent’ in attracting, motivating and retaining employees. It is underpinned by the extant literature on CC dimensions, stakeholder theory and employer brands. The research approach is based on two case studies, comprising three phases: analysis of corporate documentation followed by two phases of semi-structured interviews exploring employees’ perceptions of CC and the link to employer brands. Key findings: An understanding of the positioning of CC in the corporate sustainability strategy and differing foci of CC, including environment, sustainable supply chain and people/culture. The study highlights employee understanding of eight CC dimensions, revealing economic responsibility toward employees as a new dimension. With respect to employer brands, CC initiatives focused on discretionary responsibility towards the natural environment and economic responsibility towards customers are seen as essential; legal, ethical and discretionary responsibility towards community are limited; and discretionary and economic responsibilities towards employees have a strong relationship. A focus on economic responsibilities towards owners has a strong but negative relationship. The theoretical contribution is a conceptual framework of all identified CC dimensions in practice and their relationship to employer brands. Contributions to practice include the importance of benefit packages, work-life balance support, employee development and work environment.

The goal of this thesis is to provide a reader with a comprehensive outlook on the cost-pricing process in a real FMCG company. Firstly, the thesis concentrates on the theoretical background of cost methodologies and pricing strategies from a perspective of a private firm. Secondly, the thesis presents a tool, which calculates the reflection of the change in the commodity cost on the shelf price of a good. Thirdly, statistical testing is applied in order to identify if the model could correlate with reality based on historical data. In this part the thesis discusses the limitations of the model and gives more real life examples of how the price is set, besides the commodity influence. Thanks to it, a reader will be able to draw conclusions from the given information and deeper understand the complexity of the FMCG market industry.

Diploma thesis studies the topic of brand loyalty within the digital media and is specifically targeted on FMCG segment. Brand loyalty is defined as a commitment to re-buy a specific product or service in the future, no matter of any external influences. In case of FMCG, there are several influencers of brand loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet. The objective of this thesis is to define a digital strategy for a dairy product brand, which aims at increasing its brand loyalty. In order to achieve that, the author has reviewed academic literature on the topic of brand loyalty, as well as on digital media and their influence on loyalty. The digital strategy, defined in the final part of the thesis, is based on the author's research dealing with brand's online performance, analysis of competitive digital activities, analysis of related online content and analysis of Czech digital environment.

The main goal of my master thesis is to conduct a complex analysis of the confectionery market in Czech Republic, as one of the most profitable and dynamic category. The methodology that is used to analyse the market is the retail audit analysis, that provides an independent insight into the problem and helps to analyse the market from various perspectives. The first part is focused on the total confectionery market with the goal to introduce the market with its specifics, then the analysis goes deeper into the chocolate confectionery market and is extended by consumer research, that provides a useful consumer insight. As a result, the thesis emphasizes the importance of retail audit data, while at the same time gaps of the analysis are shown by using the consumer research as a secondary methodology.

Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.

This Diploma Thesis, Analysis of on-shelf-availability in FMCG industry, describes and analyses the project of Unilever CR company and one of its retail customers. Its theoretical part defines the supply chain and its specifications in FMCG (fast moving consumer goods) industry. It tries to find out why there are several cases when goods are not available on shelf for final buyer (project OSA- on shelf availability). The results and project itself is a part of analytical part of this Thesis. Last but not the least is the part analyzing the measures to avoid the out of stock situation in next occasions.

The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity endorsement and to which extent is Czech beauty shopper influenced by it. Thanks to these analyses I was able to identify the most influencing factors, position celebrity endorsement within this group and create set of recommendations regarding most important tools when promoting skin care and hair care products on Czech market.

Fast-moving consumer goods (FMCG) companies are being an innovative way to develop successful products in the market. This project focuses on the development of a salicylic acid cleanser using the development procedure implemented by a FMCG company, Vivere. Insights into cosmetology, material types, emulsion concepts, key parameters and important steps in the development of a cosmetic product are described in the report.  Such fabricated product did undergo different tests to assure the quality and stability of the product during long period of times, showing great stability, especially in good storage conditions for more than 120 days.  Furthermore, a scale-up test was made using two different homogenisers machines, JF-A 4000 and PMC-3000. The results were astounding, JF-A 4000 product samples showed great results with similar behaviour and quality to the laboratory sample, meanwhile, PMC-300 product samples showed a 3,04-fold higher viscosity than the laboratory sample and showed low homogenisation. Therefore, only JF-A 4000 homogeniser will be used for the future productions of the material.  Finally, an economic analysis was executed, concluding that the estimated number of units that should be sold before the project becomes profitable is 2190 units.