Výzkum pozice vybraných konkurenčních značek
Date issued
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Západočeská univerzita v Plzni
Abstract
This paper focuses on the analysis of competit
ive 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
e
lements 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 r
espondents
-
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
s
elected 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 C
zech Republic. Implications
for
research, practice, and limitations are discussed.
Description
Subject(s)
značka, in-hall test, reklama, brand, in-hall test, advertising
Citation
Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2016, č. 1, s. 64-71.