This diploma thesis deals with the analysis of the actual situation of cereal drinks category, focusing on the Caro brand, and uses marketing research oriented to public and their perception to cereal drinks category and Caro brand. Based on this, it formulates results and recommendations that can be useful for potential help in the area of the brand marketing activities. The diploma thesis is divided into two parts. First part focuses on theoretical and methodic fundamentals, such as marketing and its specific characteristics related to the grocery, marketing environment, marketing mix and the concept of marketing research. Second part deals with the Caro brand marketing, cereal drinks category, analysis of the actual offer situation and marketing research, which is focused on the public perception of cereal drinks category and brand awareness. Based on the ascertained results of analysis and marketing research, recommendations are formulated with respect to brand marketing activities.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:142260 |
| Date | January 2012 |
| Creators | Pokorná, Anna |
| Contributors | Horová, Olga, Řezníková, Jitka |
| 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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