Pepsi vs. Coca-Cola a jejich současné pozice na trhu
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dc.contributor.advisor |
Podlešák, Petr
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dc.contributor.author |
Belková, Zuzana
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dc.date.accessioned |
2010-07-17T07:52:49Z |
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dc.date.available |
2010-07-17T07:52:49Z |
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dc.date.issued |
2009-05-11 |
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dc.identifier |
Elektronický archiv Knihovny UTB |
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dc.identifier.uri |
http://hdl.handle.net/10563/7898
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dc.description.abstract |
Bakalárska práca sa zaoberá zhodnotením postavenia značky Pepsi a Coca-Cola na súčas-nom trhu. Teoretická časť je venovaná základom brand managementu a princípom budo-vania a merania hodnoty značky vo všeobecnosti. Súčasťou je i historická evolúcia oboch značiek až do dnešnej doby. Praktická časť mapuje "kolovú vojnu", svetové a domáce trendy vývoja značiek na trhu i v televíznej reklame. Záver tvorí prieskum spotrebiteľ-ských preferencií na českom a slovenskom trhu, ktorý odhalí positioning značiek v praxi. |
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dc.format |
60 s., 12 s. obr. příloh |
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dc.format.extent |
1990670 bytes |
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dc.format.mimetype |
application/pdf |
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dc.language.iso |
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dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
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dc.rights |
Pouze v rámci univerzity |
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dc.subject |
Pepsi
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dc.subject |
Coca-Cola
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dc.subject |
brand management
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dc.subject |
konkurencia
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dc.subject |
positioning
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dc.subject |
značka
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dc.subject |
reklama
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dc.subject |
Pepsi
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dc.subject |
Coca-Cola
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dc.subject |
brand management
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dc.subject |
competition
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en |
dc.subject |
positioning
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dc.subject |
brand
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dc.subject |
advertising
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dc.title |
Pepsi vs. Coca-Cola a jejich současné pozice na trhu |
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dc.title.alternative |
Pepsi vs. Coca-Cola and their current position in the market |
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dc.type |
bakalářská práce |
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dc.contributor.referee |
Rožek, Michal |
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dc.date.accepted |
2009-06-01 |
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dc.description.abstract-translated |
The Bachelor thesis deals with the evaluation of the current position of the brands Pepsi and Coca-Cola in the market. The theoretical part focuses on the principles of brand man-agement, brand building along with brand value measurement. What is more, the historical evolution of both brands until today is stated here. The practical part concentrates on the "Cola war", together with the international and domestic trends of the brand development in the market and also TV commercials. Finally, a survey of the Czech and Slovak con-sumers' preferences will be conducted in order to reveal the positioning of both brands. |
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dc.description.department |
Ústav marketingových komunikací |
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dc.description.result |
obhájeno |
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dc.parent.uri |
http://hdl.handle.net/10563/126
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dc.parent.uri |
http://hdl.handle.net/10563/220
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dc.thesis.degree-discipline |
Marketingové komunikace |
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dc.thesis.degree-discipline |
Marketing Communications |
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dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta multimediálních komunikací |
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dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Multimedia Communications |
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dc.thesis.degree-name |
Bc. |
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dc.thesis.degree-program |
Mediální a komunikační studia |
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dc.thesis.degree-program |
Media and Communication Studies |
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dc.identifier.stag |
10490
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dc.date.assigned |
2009-01-12 |
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utb.result.grade |
A |
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