The master thesis "The role of in-store promotion in the launch of Nescafé Dolce Gusto brand in the Czech market" analyses the importance of in-store tasting as one of the fundamental tool of the whole launch. The thesis is divided into two parts -- theoretical and practical. The theoretical part results from the area of marketing mix and focuses on commercial communications with all their tools and emphasizes the sales and in-store promotion. The thesis also deals with a brand theory. Firstly, the practical part considers the Nescafé Dolce Gusto brand and the coffee market and then it analyses particular means of the launch, included the in-store promotion. The thesis also contains own questionnaire research which gives a basis for the evaluation of current strategy with in-store promotion as one of the fundamental tool of the launch of the Nescafé Dolce Gusto brand. The thesis is ended by recommendations for future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:11213 |
| Date | January 2009 |
| Creators | Skalická, Martina |
| Contributors | Postler, Milan, Juhász, Juraj |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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