Mentální a fyzická dostupnost značky Bohemia chips

There is a fundamental necessity to develop and make the brand grown to strengthen its position on FMCG market. The long-term growth can be provided by continuous mental and physical brand´s availability. Not only the brand must be available for buying at the point of purchase, but the brand must be developing its associations and brand´s links in the consumer’s minds. Based on these associations the brand becomes easier a part of the consideration set and moreover, thanks to the simple, distinctive and consistent communication perform at the first place in this set. This diploma thesis covers topics about consumer´s brain as a tool for marketers to deliver long-term brand´s growth. The aim of this thesis is to examine the mental and physical availability of Bohemia chips brand, the category leader of the Czech salted snacking market. As an academical source of information, it was used various case studies and research papers and market researchers. In the practical part it was used the content analysis method and market observation.