The aim of this thesis is to summarize and develop a theoretical framework for brand management, which could be usable in the business practice, and apply this framework on a reality of a chosen brand in the Czech foodstuffs - wine market. In the analytical part the aim is to analyze the current status of the chosen wine brand including its current way of brand management and further develop a new system of brand management of the chosen brand using the framework developed in the theoretical part of the thesis. The Czech foodstuffs market has been chosen, because there are no works currently dealing with foodstuffs in relation to brands and the foodstuffs market is strongly affected by the present economic development, when the consumers' purchase power is going down. Very important is the market dominace of the international retail companies together with the growing significance of the private brands. The Czech wine market is even more specific -- it still has rather generic character -- consumers do not decide upon brands, the crucial decisive factor remains the price. A Chilean brand TARAPACA is used for the application part of the thesis -- imported brands account for 50 % of the Czech wine market and TARAPACA is one of the imported brands with the biggest market share in the Czech wine market. The first part of the thesis is devoted to the theoretical fundamentals, its main aim is to develop a definition of a brand, brand identity, positioning and other brand related notions, so that it is possible to work with them in the application part of the thesis. The second part brings an overview of the most important approaches currently used for the brand value assessment -- these are evaluated and criticised in this part of the thesis -- the outcome is a new set of criteria, which can be used for brand value assessment (brand equity). In the third part of the thesis an attention is paid to the problem of brand management as a process, a part of this chapter is also an analysis of the present phenomenon in brand management -- which are private brands. The fourth and fifth chapters of the thesis are based on the application of the theoretical fundamentals on a case of the chosen Chilean wine brand in the Czech wine market. In the fourth chapter an analysis of the current situation of the chosen wine brand is performed including the brand audit according to the scheme of Scott M. Davis. A special attention is paid to the analysis of sales support promotion activities -- as regards their sales and communication impacts (impact on the brand awareness). In the fifth chapter a new complex system of brand management of the chosen Chilean wine brand for the Czech market is developed according to the scheme of Scott M. Davis.

Submitted by Antoine Morel de Boncourt (antoinedeboncourt@gmail.com) on 2015-05-13T17:04:01Z No. of bitstreams: 1 ANTOINE MARIE JEAN GERARD MOREL DE BONCOURT THESIS.pdf: 5500759 bytes, checksum: e8646bc114caa08b7b1baaa052181241 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-05-13T18:18:31Z (GMT) No. of bitstreams: 1 ANTOINE MARIE JEAN GERARD MOREL DE BONCOURT THESIS.pdf: 5500759 bytes, checksum: e8646bc114caa08b7b1baaa052181241 (MD5) / Made available in DSpace on 2015-05-13T18:34:58Z (GMT). No. of bitstreams: 1 ANTOINE MARIE JEAN GERARD MOREL DE BONCOURT THESIS.pdf: 5500759 bytes, checksum: e8646bc114caa08b7b1baaa052181241 (MD5) Previous issue date: 2015-03-11 / In a more and more competitive international wine market, French exporters are looking at new markets to spread their activity. Brazil presents today a considerable potential market for wine, and it is very important for French wine exporters that are looking gain market shares to understand better its dynamics in order to shape efficient marketing strategies. The first and step is to understand the behavior of the end consumer in order to offer the right product the right way. The following dissertation has for object the analysis of the consumption habits as well as the consumer’s perception of the French wines in the Brazilian wine market. The analysis will be conducted in the light of consumer behavior; therefore special attention will be paid to Brazilian demographics, consumer habits, and market trends for wine products. More precisely, research will try to identify different groups of consumers with similar patterns, based on demographics, their consumption or potential consumption of wine, and their particular perception of French wine. The idea behind that process is to construct a frame that can help developing marketing strategies for French wines professionals in Brazil, giving potential exporters a better understanding of who they should target and how they can do it effectively. The realization of this dissertation was an important challenge, as wine consumer behavior in Brazil was not addressed entirely before. It is very difficult today for French wine exporters wishing to understand better the Brazilian wine consumer to find any study or analysis. This dissertation was thus conducted in the hope of offering them an interesting tool for constructing more efficient marketing strategies. In order to do so, literature was reviewed addressing Brazilian wine market (product specificities, production, consumer data etc). It also covered decision factors that influence consumers in their buying decisions, which is a very complex matter when it comes to wine products. Finally, literature about wine-marketing strategies was reviewed, in order to evaluate their respective potential impact as well as their relevance to the Brazilian Market. The second step of the study was the submission of questionnaires to Brazilian consumers and analyzed in order to determine their preferences and understand their perception of the French wines. The objective was to identify potential target groups for French wine producers. / Em um mercado internacional de vinhos cada dia mais competitivo, exportadores franceses estão procurando novos mercados para expandir suas atividades. Nesse cenário o Brasil aparece como um mercado potencial enorme e, por isso, é necessário aos empreendedores o perfeito entendimento das dinâmicas de mercado, a fim de moldar estratégias de marketing eficientes. A primeira etapa é entender o comportamento do consumidor final, a fim de oferecer o produto certo de maneira certa. Essa dissertação tem por objeto a análise dos hábitos de consumo, bem como a percepção do consumidor sobre os vinhos franceses no mercado do vinho brasileiro. A análise será efetuada em função do comportamento do consumidor; portanto, uma atenção especial será dada à demografia, aos hábitos de consumo e as tendências do mercado para os produtos vitivinícolas. Mais precisamente, a investigação tentará identificar diferentes grupos de consumidores com padrões semelhantes, baseados em dados demográficos, consumo atual ou potencial de vinho, e sua percepção particular sobre o vinho francês. A idéia por trás desse processo é a construção de um quadro que pode ajudar a desenvolver estratégias de marketing para profissionais do mercado de vinhos franceses no Brasil, fornecendo a potenciais exportadores uma melhor compreensão sobre como direcionar o seu posicionamento e atingir metas de forma eficaz. A realização desta dissertação foi um desafio importante porque o comportamento do consumidor de vinho no Brasil nao foi estudado inteiramente. É muito difícil hoje para exportadores franceses que desejam compreender melhor o consumidor brasileiro de vinho encontrar qualquer estudo ou análise. A fim de fazer isso, a literatura sobre o mercado do vinho brasileiro foi utilizada (especificidades dos produtos, produção, dados de consumo, etc.). A literatura também inclui os fatores de decisão que influenciam os consumidores nas suas decisões de compra, o que é uma questão muito complexa quando se trata de vinho. Finalmente, a literatura sobre as estratégias de marketing foi revista, a fim de avaliar o tanto o impacto potencial como a relevância para o mercado brasileiro. A segunda etapa do estudo foi a apresentação de questionários a consumidores brasileiros e a análise, com o intuito de determinar as preferências dos consumidores e compreender a percepção do vinho francês. O objetivo foi identificar potenciais grupos alvos para os produtores franceses de vinho.

No description available.

The objective of the thesis is evaluation and proposal of marketing and communication strategy of Znovín Znojmo. In the first part, I explain the theory of marketing and creation of marketing and communication strategy. In the second part, I analyze the Czech wine market as seen by both producers and consumers, and I introduce current trends. Furthermore, I analyze marketing activities of the company and its competitors and evaluate its current situation. Based on the identified issues, I propose new marketing and communication strategy.

The aim of this Diploma´s thesis is to analyze the international wine trade and to characterize the position occupied by wine from France and more specifically by wine from the Alsace region. The author also seeks to specify the status of these wines on the Czech market. The thesis firstly focuses on the international wine trade, thus the wine history, world's wine regions, production, export, import, consumption, international organizations and characteristics of the wine sector within the EU. Then, it deals with the topics mentioned above in direct connection with France and the Alsace region. The last part of the thesis evaluates with help of surveys conducted among Czech consumers, importers and French wine exporters the status of French and Alsatian wines on the Czech market.

Few different goods or beverages are as particular as wine in History of humanity, even being the main symbol of luxury and status from days of Rome. Its particular intoxicating effects together its complex and long-term elaboration makes wine one of the biggest attractions for food and beverages lovers.Unfortunately, being one of the most famous beverages in History does not provide wine to be a competitive good without proper commercial strategies. Due the big local offer and costs reduction, markets are saturated and the competitiveness versus other wines and other kind of drinks make more difficult to survive in a diverse and constantly evolving sector. Therefore, internationalization and marketing strategies become the key of success for small and medium size wineries to survive in this business ecosystem.The following thesis explores different marketing strategies developed on different wine markets, taking a small Spanish winery as a case study. In order to give an insight of the current strategies carried out by the company, the author interviews the main direction of the winery and analyse the data collected versus the theoretical framework developed. In addition, two other interviews on different levels of the wine market will be added to reinforce the empirical framework: from a wine import company and form a public institution for the promotion of the Spanish companies.

The aim of my dissertation is forming of bussiness plan for providing of accommodation services without boarding, situated in a small vinicultural village, considering and choosing of the most suitable form of its financing. The project begins with a vision of owners, it continues with marketing analyses and a market research, a preliminary financial calculation and it finishes with choosing of the suitable investor.

Made available in DSpace on 2010-04-20T21:00:33Z (GMT). No. of bitstreams: 4 Flavia Lobo Naslavsky - Turma 2006.pdf.jpg: 2522 bytes, checksum: 45aa1671294a8605427b6b076354d87f (MD5) Flavia Lobo Naslavsky - Turma 2006.pdf.txt: 154811 bytes, checksum: 71773ec041ce57f54f22fde91c22469c (MD5) license.txt: 4712 bytes, checksum: 4dea6f7333914d9740702a2deb2db217 (MD5) Flavia Lobo Naslavsky - Turma 2006.pdf: 2339224 bytes, checksum: 6bd328dda9754332daaaa46e472fca1f (MD5) Previous issue date: 2010-02-04T00:00:00Z / Tendo em vista a completa transformação do mercado de vinhos no Brasil ocorrida nos últimos 10 anos, e o seu ainda enorme potencial de crescimento, esta dissertação se propõe a identificar, através da Metodologia de Preços Hedônicos, os preços implícitos de características de rótulo, sensoriais e informativas de vinhos no mercado brasileiro. A análise destes preços, que não são isoladamente transacionados nos pontos de venda, mas que são indiretamente praticados em equilíbrio de mercado, é de fundamental importância para o entendimento dos critérios de decisão e do comportamento do consumidor. O modelo mostra, entre outras conclusões, que o mercado brasileiro valoriza vinhos mais encorpados, com longa permanência em barris de madeira, que têm como sugestão de uso a guarda (e não o consumo imediato) e que são procedentes, nesta ordem, da França, Itália, Portugal e Espanha. / Given the complete transformation that the Brazilian wine market has gone through in the last decade, and its still great growth potential, this work intends to identify, using the Hedonic Prices Methodology, the implicit prices of label, sensory and informative characteristics of wines in the Brazilian market. The analysis of such prices, which are not individually practiced, but that are indirectly negotiated in market equilibrium, is of great importance for the understanding of the consumers‟ decision criteria and behavior. The model shows, among other conclusions, that the Brazilian consumer values wines that are full-bodied, which stayed for long period in oak barrels, which have cellaring potential (as opposed to those which are to be consumed immediately), and that were produced in France, Italy, Portugal and Spain, in this order.