Výzkum pozice vybraných konkurenčních značek
This paper focuses on the analysis of competitive brands in the market and the aim of this study is to specify the position of the brands Coca-Cola, Pepsi and Kofola in the Czech Republic. Firstly, there is a theoretical part aimed at general issues of brands. In the next, empirical part, particular...
| Main Authors: | , |
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| Format: | Article |
| Language: | ces |
| Published: |
Vydavatelství ZČU v Plzni
2016-03-01
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| Series: | Trendy v podnikání |
| Subjects: | |
| Online Access: | http://www.fek.zcu.cz/tvp/doc/akt/1-2016-clanek-7.pdf |
| _version_ | 1797727400521367552 |
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| author | Jandová Lucie Eger Ludvík |
| author_facet | Jandová Lucie Eger Ludvík |
| author_sort | Jandová Lucie |
| collection | DOAJ |
| description | This paper focuses on the analysis of competitive brands in the market and the aim of this study is to specify the position of the brands Coca-Cola, Pepsi and Kofola in the Czech Republic. Firstly, there is a theoretical part aimed at general issues of brands. In the next, empirical part, particular elements of the selected brands, their product portfolio and mainly marketing communication are briefly characterized. The research study use an experiment (in-hall test) and questioning. The blind in-hall test has been supposed to reveal which coke drink respondents - students like most and whether they can actually identify it according to taste. The questionnaire consequently investigates the consumption of coke drinks and primarily the knowledge of and the attractiveness of advertising campaigns of the selected brands. The results clarify the position of the particular brands in the local market. The study contributes to research stream by examining the nature of competitive interaction between Coke and Pepsi and special local brand Kofola in local market in the Czech Republic. Implications for research, practice, and limitations are discussed. |
| first_indexed | 2024-03-12T10:59:13Z |
| format | Article |
| id | doaj.art-112f0d8f73e9465187e3baee4a99c0ae |
| institution | Directory Open Access Journal |
| issn | 1805-0603 |
| language | ces |
| last_indexed | 2024-03-12T10:59:13Z |
| publishDate | 2016-03-01 |
| publisher | Vydavatelství ZČU v Plzni |
| record_format | Article |
| series | Trendy v podnikání |
| spelling | doaj.art-112f0d8f73e9465187e3baee4a99c0ae2023-09-02T05:56:12ZcesVydavatelství ZČU v PlzniTrendy v podnikání1805-06032016-03-01616471Výzkum pozice vybraných konkurenčních značekJandová LucieEger LudvíkThis paper focuses on the analysis of competitive brands in the market and the aim of this study is to specify the position of the brands Coca-Cola, Pepsi and Kofola in the Czech Republic. Firstly, there is a theoretical part aimed at general issues of brands. In the next, empirical part, particular elements of the selected brands, their product portfolio and mainly marketing communication are briefly characterized. The research study use an experiment (in-hall test) and questioning. The blind in-hall test has been supposed to reveal which coke drink respondents - students like most and whether they can actually identify it according to taste. The questionnaire consequently investigates the consumption of coke drinks and primarily the knowledge of and the attractiveness of advertising campaigns of the selected brands. The results clarify the position of the particular brands in the local market. The study contributes to research stream by examining the nature of competitive interaction between Coke and Pepsi and special local brand Kofola in local market in the Czech Republic. Implications for research, practice, and limitations are discussed.http://www.fek.zcu.cz/tvp/doc/akt/1-2016-clanek-7.pdfbrandCoca-ColaPepsiKofolain-hall testadvertising campaigns |
| spellingShingle | Jandová Lucie Eger Ludvík Výzkum pozice vybraných konkurenčních značek Trendy v podnikání brand Coca-Cola Pepsi Kofola in-hall test advertising campaigns |
| title | Výzkum pozice vybraných konkurenčních značek |
| title_full | Výzkum pozice vybraných konkurenčních značek |
| title_fullStr | Výzkum pozice vybraných konkurenčních značek |
| title_full_unstemmed | Výzkum pozice vybraných konkurenčních značek |
| title_short | Výzkum pozice vybraných konkurenčních značek |
| title_sort | vyzkum pozice vybranych konkurencnich znacek |
| topic | brand Coca-Cola Pepsi Kofola in-hall test advertising campaigns |
| url | http://www.fek.zcu.cz/tvp/doc/akt/1-2016-clanek-7.pdf |
| work_keys_str_mv | AT jandovalucie vyzkumpozicevybranychkonkurencnichznacek AT egerludvik vyzkumpozicevybranychkonkurencnichznacek |