Příležitosti pro růst značky Nestlé Purina na českém trhu

The market of Pet care category on the Czech and world markets has shown a growing trend in recent years. In general, this is a very important market, not only in terms of its size, and yet the number of academic publications dealing with this topic is very limited. The aim of the presented diploma thesis is to approach this issue and to characterize the preferences and behavior of consumers of the Pet care category on the Czech market. In the theoretical part, firstly will be presented the key topics, i.e. marketing and growth strategies, the market of Pet care products, including its target segments. Next, will be presented the Nestlé Purina brand, which the work focuses on, its goals, their portfolio and the main competitors. This will be followed by the own research, where the key point will be a questionnaire survey, which will aim to show what are the current preferences of Czech consumers on the market of Pet care products. The goal of the thesis is to propose recommendations that the Purina brand could apply in order to continue to achieve growth in the category.