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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73856 |
| Date | January 2010 |
| Creators | Pelc, Petr |
| Contributors | Koudelka, Jan, Bil, Stanislav |
| 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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