The theoretical part of this paper (chapters 1 to 3) explained the main relevant terms such as marketing, marketing mix, segmentation, targeting, positioning, brand, brand value and brand management. The practical part in its fourth chapter described the charakteristics of wine market in the world and also in the conditions of Czech republic. It also describes the chilean wines market in Czech republic and the local market competition environment. The fifth chapter introduces Concha y Toro winemaking company and also Bacchus company which is importing the Concha y Toro product into Czech republic. Sixth chapter analyses the Concha y Toro product portfolio and introduces the product lines and their role in context of the whole portfolio. This chapter also explains the influence of price and wine specific origin on the product positioning. Chapter seven focuses on more detailed analysis of the offtrade brands. It describes differences in communication activities, product characteristics and distribution channels. It also includes survey on chilean wines offered in some of the chain stores which illustrates the position of Concha y Toro wines on the czech market. Proposal of strategy to increase the sales volume in offtrade is presented as well.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15733 |
| Date | January 2009 |
| Creators | Topol, Jindřich |
| Contributors | Postler, Milan, Lochman, Alexandr |
| 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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