Zvýšení relevance značky Pickwick pro generaci Z

This Master’s Thesis focuses on enhancing the relevance of the Pickwick brand for Generation Z in the packaged tea category in the Czech Republic. The aim is to explore how young consumers perceive the brand, which factors influence its attractiveness, and which barriers prevent more frequent consumption of its products, and to derive brand recommendations from these findings. The theoretical part defines the concepts of brand, brand equity, and brand relevance in the FMCG context and describes the consumption behavior of Generation Z in the tea segment. The practical part is based on qualitative research conducted through individual semi-structured in-depth interviews with members of Generation Z, who are active consumers within the tea category and consume tea products from various brands. The results show that Pickwick is perceived as a traditional and accessible brand, but with limited distinctiveness and a weaker connection to the values and lifestyle of young consumers. The thesis therefore proposes adjustments to the brand’s portfolio, packaging design, and communication activities to strengthen the perceived relevance of the Pickwick brand within this target group.