Vnímání značek Coca Cola a Kofola na českém trhu

The bachelor thesis explores perception of the brands Coca-Cola and Kofola on the Czech market. The objective of this thesis is to analyse and compare perception of these brands by the Czech consumers and consequently propose proceedings to improve marketing strategies of these comapnies. In the theoretical part I attend to brand issue and methods of marketing research. In the practical part I present companies Coca-Cola and Kofola, proceed quantitative research by the method of semantic differential and conseqential qualitative research by the group interview. By conclusion of these results and my discretion I propose the marketing changes for both brands. This thesis shows the strenghts and weaknesses of these two brands: Coca-Cola is percepted by the consumers worse than Kofola in the point of slogan or tune of the company only. But the following research schows that the reason for it may be the poor awareness of the slogan, so I propose to boost the familiarity of the Coca-Cola slogan. On the other side Kofola is evaluated negatively in aspects of design, ditribution and sales promotion, so it should modify its logo, the shape of the bottle, reinforce distribution and sales promotion. Both brands could also improve the quality of consumer competition.