Relaunch produktu Hollandia Snack2Go v kontextu spotřebitelského chování generace Z

This diploma thesis focuses on the relaunch of the Snack2Go product by the Hollandia brand on the Czech market in the context of Generation Z consumer behavior. The aim of the thesis is to identify the main motivators and barriers influencing the purchase of yogurt drinks among this target group and, based on the findings, to propose recommendations to increase the product’s market success. The theoretical part of the thesis is based on a review of academic literature and addresses the characteristics of the fast-moving consumer goods (FMCG) market, consumer behavior, the 4P marketing mix, and the specific features of Generation Z. The practical part includes an analysis of the dairy market in the Czech Republic, an evaluation of the marketing mix of the Snack2Go product, and the implementation of primary marketing research. The primary research combines a qualitative focus group with eight participants and a quantitative questionnaire survey conducted among 149 respondents aged 18–25. The results indicate that the main issue is not the Hollandia brand itself, which is perceived very positively by Generation Z, but rather a mismatch between its traditional brand image and the current form of the product, particularly in terms of packaging, composition, package size, and price perception. Based on these findings, recommendations for the product relaunch are proposed.