Water brand Bonaqua belongs among well established brands on the Czech beverage market. In July 2007 was launched campaign "možná ti ulehčí cestu", which was primarily designed to provide much better market performance. Although this campaign was very successful, today, after three years, it is obvious that a basic goal of this campaign was not fulfilled. This thesis deals with detailed characterization of the whole campaign and with following testing and effects evaluation by using of series in-depth interviews and one focus group. Due to large amount of the gathered data about campaign I was able to identify strong and weak elements of this campaign. If it was possible I designed improvement of the weak elements. These designs were tested again to verify their potential effects.

The rate at which the integration of distributed generation (DG) penetrates the public power supply has started to put various demands on the distribution system, since they are directly connected to the network. Distribution level protection is based on a time-overcurrent design. The design is to clear faults with as little impact and minimum time on the equipment and the customer. The increasing demands placed by grid services on the DGs, especially the PV types have a serious impact on the distribution system. For example, special protective devices are required to prevent the risk of danger in the event of mains interference. In this thesis, the main focus was on the contribution of fault currents to the distribution networks, and how the high penetration of DGs especially the renewable energy resources (R.E.S.) types affect the coordination of overcurrent (O.C.) protection. In view of the changes in the international regulations, the DGs are expected to stay connected and perform grid-related control functions, instead of shutting down at the first sign of a fault. This problem becomes more acute when the DGs stay connected during faults, known as voltage ride through (VRT). This thesis presented its findings on the impact of the DGs of various types of DGs (synchronous generator, asynchronous and power electronic) on the protection coordination by the high increase of fault currents, and the mitigation techniques of the impact of the inverter interfaced DGs (whose fault current contribution was not so high) on the overcurrent protection. The impact on system’s over-current protection coordination in such hybrid AC and DC microgrid, how the fault current changes by the high penetration of DGs in the hybrid microgrid and their effects on the protection over-current coordination were presented, as the name microgrid was adopted for networks having a point of common connection (PCC). The inverter interfaced-equipment were never in the conventional systems, the few that were there were all on the load side of the distribution system. The inverter interfacing DGs (PVs) and the synchronous types are the types of DGs that affect over-current protection of the distribution system and these were mitigated accordingly, considering the first few cycles of the fault events of the ride through capabilities. The analysis of the different penetration levels of the DGs in an existing 33kV in the Nigerian distribution network, (CocaCola-Challenge Industrial feeder) was thoroughly analysed, for less than 20%, more than 60% and 100% of the feeder load. Most of the DGs, presently existing in that network are the synchronous types, but they are only used as standby sources of power, and the renewables (RES) like the photovoltaics (PV), run of flow (RoF) Hydo and the wind turbine generators (WTG) are proposed additions. The objective of this thesis was to explain the fundamentals of distribution generation (DG) and especially the RES, in relation to distribution protection relay coordination to see why there should be urgency in carrying out the study especially in a developing environment where the grid is unstable, the load is rapidly expanding and RES is intermittent. The radial distribution system (DS) with high penetration of DG was introduced. The motive was to critically investigate protection coordination problems and the solutions to the problems. The main objective was to optimally recommend the type, size and location of the DG for an actual distribution feeder in an unstable environment where the grid supply is not steady. The effect of 100% and above of feeder load penetration on such feeders formed the objective of this research. The literature review which was for investigating in greater details the technical aspects of the operation and control of the high penetration of RES in the distribution system were thoroughly analysed. The review of the existing radial distribution protection system and the effects of high penetration of DG on the protective relaying were thoroughly investigated. The issues of power electronic based inverters and the protection coordination problems, were investigated. The protection coordination as regards to fault level changes and grounding, intentional and un-intentional islanding were major important aspects which were treated in the technical review.

In my thesis I am looking into the comparison of communication strategy of the Coca-Cola company and its representative competitors in the Czech Republic and abroad. Each company has its own communication strategy and its communication mix, with help of which it is pursuing the successfulness of the communication strategy. The objective of my research is to find out to what extent it is successful and how strongly the communication mix affects the consumers. Based on the results of the research, I constitute my own recommendations for respective companies regarding the means of adjusting their communication mix in order to reach desired results.

[pt] A presente tese tem como objetivo discutir o que é marketing a partir de três momentos. No primeiro momento, uma apreciação histórica do conceito é apresentada, analisando eventos que nos dão pistas de como pôde ter surgido um pensamento de marketing, com o intuito de compreender a raiz cultural do conceito. O segundo momento se dá através de conceitos e teorias propostos pelos autores reconhecidos no campo de estudos do marketing. Para isso, foram entrevistados professores na área de marketing, que apontaram um conjunto de autores e livros relevantes. A pesquisa analisa as obras indicadas pelos especialistas, problematizando os sentidos e as matrizes teóricas do conceito de marketing para esses autores. Por fim, no terceiro momento, a pesquisa propõe uma análise do marketing na prática, cujo objetivo é entender como as empresas entendem marketing e que papéis elas desempenham nas organizações. Para isso, será desenvolvido um estudo de caso da Coca-Cola Brasil, através de entrevistas com funcionários e ex-funcionários do departamento de marketing da empresa. Depois de realizar esta triangulação – história das práticas culturais do marketing, conceitos e teorias de marketing e estudo de caso – a pesquisa aponta as convergências e divergências entre esses três âmbitos. As conclusões sugerem que o marketing possui como um de seus principais fundamentos os processos comunicativos e suas representações culturais, sociais e históricas. O conceito de marketing converge em alguns aspectos na história, na teoria e na prática e sua aplicação constrói novas teorias à medida que o marketing se transforma. / [en] The present thesis aims at discussing what marketing is from three moments. In the first moment, a historical appreciation of the concept is presented, analyzing events that give us hints of how a marketing thought could have arisen, in order to understand the cultural root of the concept. The second moment occurs through concepts and theories proposed by recognized authors in the field of marketing studies. For this, were interviewed teachers in the area of marketing who pointed out a set of relevant authors and books. The research analyzes the works recommended by the specialists, problematizing the meanings and theoretical matrices of the marketing concept for these authors. Finally, in the third moment, the research proposes a marketing analysis in practice, whose objective is to note how companies understand marketing and what roles they play in organizations. For this, a case study of Coca-Cola Brazil will be developed, through interviews with employees and former employees of the company s marketing department. After promoting this triangulation - history of cultural marketing practices, concepts and theories of marketing and case study - the research points out the convergences and divergences between these three scopes. The conclusions suggest that marketing has as one of its main foundations the communicative processes and their cultural, social and historical representations. The concept of marketing converges in some respects in history, theory and practice and its application builds new theories as marketing changes.

This thesis will examine the conceptual strategies articulated by a corpus of six works created within the first seven years of Colombian conceptual artist Antonio Caro’s career (1970-1976.) The works—Cabeza de Lleras (1970) [Head of Lleras], Aqui no cabe el arte (1972) [Art Does Not Fit Here], Manuel Quintín Lame información y variación visual (1972) [Manuel Quintín Lame, Information and Visual Variation], El imperialismo es un tigre de papel (1973) [Imperialism is a Paper Tiger], Colombia—Marlboro (1973-1975), and Colombia—Coca-Cola (1976)—despite stressing dematerialization, displaying simple designs, and communicating concise messages addressing political and cultural issues that are tied to a historical and geographic specificity, have been repeated until acquiring an iconic status. As a crucial tactic that is central to Caro’s work, this thesis will analyze both the advantages and disadvantages inherent in the strategy of repetition and how these have altered or enhanced the meaning of the works through time. Furthermore, five out of the six works in question employ text in a very particular way that results from Caro’s keen awareness of the visual potential of words. Likewise, they display anti-conventionalisms particularly with regards to the implementation of informal procedures (i.e. photocopying, posters, art actions, etc…) and the utilization of precarious materials (i.e. salt) that are often charged with historical meanings; the inherent short-lived nature of the materials used by Caro also points to the ephemeral quality of his production and to the rejection of the notion of art as a commodity. Finally, the works enact institutional critique on two fronts: they criticize the art institution from within, while simultaneously denouncing the politics of the state apparatus and the hegemonic values imposed by the dominant sectors of society. All in all, the salient features present in these six works point to Caro’s commitment to his environment while also contributing to the development of contemporary Colombian art. / text

Submitted by Joaquina Mimoso Fachada (joaquina.mimosofachada@gmail.com) on 2011-07-27T19:38:13Z No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-07-28T12:49:51Z (GMT) No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-07-28T12:51:15Z (GMT) No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Made available in DSpace on 2011-07-28T15:40:15Z (GMT). No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) Previous issue date: 2011-06-28 / As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). No entanto, o debate adaptação contra padronização foi amplamente discutido. Centra-se na definição de como uma empresa internacional deve construir a sua estratégia: ao padronizar sua estratégia de marketing ou, adaptando para melhor atender a cultura e às necessidades locais (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar e Vemmervik , 2004; Heerden e Barter, 2008). No entanto, este assunto não foi discutido no contexto específico do consumo alternativo oferecido por concorrentes locais específicos. Hoje em dia, um aumento na oferta de produtos alternativos é observado. O consumo socialmente responsável está crescendo (Sen e Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte e Valette-Florence, 2006). O mercado dos refrigerantes de cola é de interesse particular. Colas alternativas são refrigerantes de cola que surgiram durante a última década em algumas regiões ou zonas específicas do mundo. Estas colas claramente posicionam-se como uma alternativa ao refrigerante global Coca-Cola. A alternativa não é baseada no preço mas nas características especiais dos produtos que constituem uma proposição de valor específica, diferente da Coca-Cola. Na França, desde uma década, o número de colas regionais aumentou, sendo mais de quinze hoje. O refregirante Breizh Cola foi lançado em 2002 e atinge quase uma quota de mercado de 10% na região Bretanha hoje. Em 2009, a Coca-Cola Entreprise iniciou uma campanha de marketing específica, na Bretanha, baseada em recursos visuais e parcerias regionais. Este caso de adaptação em um contexto de concorrência local específico é explorado nesta dissertação que incide sobre as razões da preferência para Breizh Cola, de um lado, e sobre as acções empreendidas pela Coca-Cola na Bretanha, do outro lado. Este estudo mostra que a Coca-Cola anda nos passos de Breizh Cola, a fim de melhor atender às expectativas local. / Global brands have retained much attention in the marketing field (Kotler, 1997; Holt, Quelch, and Taylor, 2004; Özsomer and Altaras, 2008) while local brands have often been underestimated (Ger, 1999; Schuiling and Kapferer, 2004). Nevertheless, the adaptation-standardization debate has been widely discussed. It focuses on defining how a an international company should build its strategy: by standardizing its marketing strategy or by adapting to better fit with local needs and culture (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar and Vemmervik, 2004; Heerden and Barter, 2008). However, this subject has not been discussed in the specific context of alternative consumption offered by specific local competitors. Nowadays, an increase in the offer of alternative products is observed. The socially responsible consumption is growing (Sen and Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte and Valette-Florence, 2006). The cola soft drink market is of particular interest. Alternative colas are cola soft-drinks that have been emerging during the last decade in some regions or specific zones of the world. These colas clearly position themselves as an alternative to the global Coca-Cola soft-drink. The alternative is not built on price but on special characteristics of the products that usually constitute a specific value proposition, different from Coca-Cola. In France, for one decade, regional colas have grown in number, being more than fifteen today. Breizh Cola has been launched in 2002 and achieves almost a 10% market share in the Brittany region today. In 2009, Coca-Cola Entreprise started a specific marketing campaign in Brittany based on regional visuals and partnerships. This case of adaptation in a context of specific local competition is explored in this thesis which focuses on the reasons of the preference for Breizh Cola on the one side, and on the actions undertaken by Coca-Cola in Brittany on the other side. This study shows that Coca-Cola walks in the footsteps of Breizh Cola in order to better meet local expectations.

Made available in DSpace on 2014-06-11T19:35:38Z (GMT). No. of bitstreams: 0 Previous issue date: 2008-07-04Bitstream added on 2014-06-13T20:46:38Z : No. of bitstreams: 1 oliveira_scrd_dr_sjrp.pdf: 2615783 bytes, checksum: 8046c7f4f86da950ffe53d7b0b6836d6 (MD5) / Literatura pop foi a designação criada por Roberto Drummond para definir um tipo de escritura que buscou romper com o conceito tradicional do fazer literário. Quatro livros fizeram parte deste projeto, o chamado Ciclo da Coca-Cola: A morte de D. J. em Paris (1975), O dia em que Ernest Hemingway morreu crucificado (1978), Sangue de Coca-Cola (1980) e Quando fui morto em Cuba (1982). Neste trabalho, buscamos mostrar a influência da Arte Pop na confecção destas obras, uma vez que o autor nunca negou ter sido este movimento artístico o alicerce de seu projeto, sobretudo em relação aos temas e procedimentos. Entretanto, Roberto Drummond não se limita a eles. Apropria-se de referências insólitas e, por meio delas, explicita as violências impostas à sociedade brasileira da segunda metade do século XX: a da ditadura militar, da indústria cultural e da cultura de massa. Num verdadeiro “jogo-de-armar” novas possibilidades, ele faz com que personalidades do mundo real interajam com personagens ficcionais, incitando o leitor a retomar referências, muitas vezes, perdidas e/ou esquecidas pelo tempo. / Pop Literature (literarily, Pop Literature) was the name coined by Roberto Drummond to define one kind of writing that aimed to break up with the traditional concept of literary doing. This project was composed by four books, a serie known as the Coca-Cola Cycle: A morte de D. J. em Paris (1975), O dia em que Ernest Hemingway morreu crucificado (1978), Sangue de Coca-Cola (1980) and Quando fui morto em Cuba (1982). In this study we try to show the Pop Art influence in these works’ composition, considering the author never denied this artistic movement had been the foundation of his project, especially referred to themes and procedures. Nevertheless Roberto Drummond doesn’t limit himself by them; he owns remarkable references and, through them, explains the violence imposed to the Brazilian society of the second half of Twentieth century: by military dictatorship, cultural industry and mass culture. In actual building blocks of possibilities, he makes real people to interact with fiction characters, encouraging the reader to take references, sometimes lost and/or forgotten through time.

Orientador: Arnaldo Franco Júnior / Banca: Maria Lúcia Outeiro Fernandes / Banca: Luciene Azevedo / Banca: Sérgio Vicente Motta / Banca: Álvaro Luiz Hattnher / Resumo: Literatura pop foi a designação criada por Roberto Drummond para definir um tipo de escritura que buscou romper com o conceito tradicional do fazer literário. Quatro livros fizeram parte deste projeto, o chamado Ciclo da Coca-Cola: A morte de D. J. em Paris (1975), O dia em que Ernest Hemingway morreu crucificado (1978), Sangue de Coca-Cola (1980) e Quando fui morto em Cuba (1982). Neste trabalho, buscamos mostrar a influência da Arte Pop na confecção destas obras, uma vez que o autor nunca negou ter sido este movimento artístico o alicerce de seu projeto, sobretudo em relação aos temas e procedimentos. Entretanto, Roberto Drummond não se limita a eles. Apropria-se de referências insólitas e, por meio delas, explicita as violências impostas à sociedade brasileira da segunda metade do século XX: a da ditadura militar, da indústria cultural e da cultura de massa. Num verdadeiro "jogo-de-armar" novas possibilidades, ele faz com que personalidades do mundo real interajam com personagens ficcionais, incitando o leitor a retomar referências, muitas vezes, perdidas e/ou esquecidas pelo tempo. / Abstract: Pop Literature (literarily, Pop Literature) was the name coined by Roberto Drummond to define one kind of writing that aimed to break up with the traditional concept of literary doing. This project was composed by four books, a serie known as the Coca-Cola Cycle: A morte de D. J. em Paris (1975), O dia em que Ernest Hemingway morreu crucificado (1978), Sangue de Coca-Cola (1980) and Quando fui morto em Cuba (1982). In this study we try to show the Pop Art influence in these works' composition, considering the author never denied this artistic movement had been the foundation of his project, especially referred to themes and procedures. Nevertheless Roberto Drummond doesn't limit himself by them; he owns remarkable references and, through them, explains the violence imposed to the Brazilian society of the second half of Twentieth century: by military dictatorship, cultural industry and mass culture. In actual building blocks of possibilities, he makes real people to interact with fiction characters, encouraging the reader to take references, sometimes lost and/or forgotten through time. / Doutor

Made available in DSpace on 2014-06-11T19:29:49Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-05-28Bitstream added on 2014-06-13T20:20:12Z : No. of bitstreams: 1 specian_mm_me_sjrp.pdf: 1393899 bytes, checksum: 230b9f81c830783ddf614bf55e1f6dce (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / O presente estudo analisa a alegoria que estrutura o romance Sangue de Coca-Cola (1980), de Roberto Drummond. A teoria sobre a alegoria utilizada é a proposta por Walter Benjamin, principalmente em Origem do Drama Barroco Alemão (1984). Realiza-se um breve percurso explicativo sobre a alegoria e os modos como ela foi interpretada no decorrer de sua história. De um modo geral, há uma alternância entre seu uso convencional, unívoco, e seu uso expressivo, referente ao momento histórico em que foi criada e cujo sentido é atribuído ao longo do tempo. Sangue de Coca-Cola, romance escrito durante a decadência da ditadura militar brasileira, refere-se ao momento histórico confuso no qual não havia mais um inimigo claro a ser combatido. A alegoria constituinte de Sangue de Coca-Cola não apresenta um sentido claro e definido: forma um “mosaico” de múltiplos fragmentos que se comunicam e que se contrapõem, articulados num painel expressivo da realidade histórica naquele momento de crise. / This study examines the allegory that structures the novel Sangue de Coca-Cola (1980), by Roberto Drummond. The theory of the allegory used is that proposed by Walter Benjamin, especially in Origem do drama barroco alemão (1984). Is held a short course on the explanatory allegory and the ways in which it was interpreted in the course of its history. In general, there is an alternation between its conventional use, unambiguous, and its expressive use, referring to the historical moment in which it was created and whose meaning is allocated over time. Sangue de Coca-Cola, novel written during the decadence of the Brazilian military dictatorship, refers to the confused historical moment in which there was not one clear enemy to be fought. The allegory constituent of Sangue de Coca-Cola does not present a clear and definite meaning: as a mosaic of multiple pieces that communicate and are opposed to each other, articulated in a panel of significant historical reality at that moment of crisis.

The Purpose of this thesis is to briefly describe the company but also the whole branch of soft drinks production. The Dissertation investigate financial structure and analyzes the company through particular instruments of financial analysis such as absolute and ratio indexes, Du Pont decomposition, Altman index, Model IN and Economic value added. Also comparison with the biggest and most dangerous competitors on the market is the other essential part. Output of this thesis presents the evaluation of the financial health and condition of the company, its market position and last but not least some little recommendations, if needed.