The aim of this dissertation was sensorial evaluation of non-alcoholic beers according technology of their production. Ten samples of non-alcoholic beers from different breweries were tested with sensorial analysis. Non-alcoholic beer Lobkowitz Premium and Radegast Birell were made with help of special types of yeasts. The rest of non-alcoholic beers was made by technology of controlled fermentation. Non-alcoholic beer Samson made by method of controlled fermentation gained the first place and Radegast Birell made with help of special types of yeasts gained the second place. It is not possible to specify, which one from used technologies of producing non-alcoholic beers have got a proven positive effect on the sensorial quality of beer, from identified data. Sample D (Samson) reached maximum values of complex perception of aroma, fullness, briskness and character of bitterness in sensorial evaluation of chosen criterions. The highest value of complex perception of taste was recorded at sample J (Radegast Birell). On the other hand, sample F (Budweiser Budvar) reached the lowest values of fullness, briskness and komplex perception of taste. The lowest values of komplex perception of aroma was noted in sample G (Dudák) and sample C (Bernard) had got the lowest values in complex perception of character of bitterness. Samples B (Platan) and D (Samson) contained additional sweetener E 954 (Saccharin). Saccharin is weaker than standard sugar but it leaves a bitter taste behind after ingestion. Men perceived sample B (Platan) in terms of aroma and taste negatively and in term of character of bitterness positively. Women registered only minimal differences in perception of aroma, intensity of taste and character of bitterness in this sample. Used sweetener could inluenced men´s view on taste because of its bitterness. The conducted survey also showed that in situations where the respondents can not give alcoholic beer , 80 % of men´s surveyed by opting for non-alcoholic beer . On the contrary, 87 % of women would prefer a different soft drink.

The main objective of this thesis is to define the term "trade marketing" and evaluate its role within the Coca-Cola Hellenic Bottling Company. With the use of internal resources and relevant literature, I will describe the use of trade marketing from both theoretical and practical point of view. I will also introduce the Coca-Cola HBC and its position on the carbonated soft drinks market in the Czech republic.

This diploma thesis deals with preparation and characterization of alcohol-free beers with different flavours. Five flavoured and four pure, commercially available beers were tested. Three alcohol-free beers were then selected and used for preparation of flavoured beers. Ingredients used for production of flavour were honey, raspberry, ginger and cranberry. Analysis was focused mainly on substances of phenolic nature. Flavoured beers were also tested in sensory analysis. Ingredients used for flavouring of beers and production of both alcoholic and alcohol-free beers are described in theoretical part of the thesis. Analysis of polyphenols, flavonoids, technological characteristics and anthocyanins was performed using spectrophotometric method. Phenolic substances were identified and quantified by HPLC/PDA. Ascorbic acid was analysed by HPLC-NH2/UV. Results proved an increase of polyphenols, ascorbic acid and anthocyanins during flavouring of alcohol-free beers in dependence of used ingredients. Sensory analysis showed that as the best rated was the Staropramen beer with raspberry flavour. On the contrary, flavoured Bernard beers were poorly rated.

Dissertation presents theoretical approaches to category management including the definition of its 8-step process. The implementation of category management is shown on examples of the Coca-Cola company, which support functionality of suggested methodology and objectives from the beginning of this dissertation.

The thesis deals with the marketing strategy of Brazilian brand of soft drinks Guaraná Antarctica. Fisrt it describes the brand marketing strategy in the domestic market in Brazil and its entry to international markets. Furthermore the thesis analyzes market opportunities of this brand of drinks with guarana extract in Czech Republic and evaluate the trasfer of marketing strategies to Czech environment. As a result changes to the marketing strategy in order to improve brand's position on the Czech market are proposed.

The aim of the thesis is to determine the value of the company Kofola a.s. as of May 1st, 2014 using only public data. The valuation is created for ordinary buyer who has the opportunity to diversify his portfolio, which means that the goal of the valuation is to find out the net market value of the company. The theoretical part is devoted to the basics of business valuation, terms, methodology and recommended practice which is focused on DCF entity approach. The practical part introduces the company, the strategic and financial analysis are processed here and result in confirmation of going concern principle, then financial plan based on value drivers is prepared and finally by DCF entity approach net market value of the company is calculated.