Výzkum pozice vybraných konkurenčních značek

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.