Segmentace trhu energetických a sportovních nápojů

The master’s thesis deals with the segmentation of the energy and sports drinks market in the Czech Republic. Within this market, the aim of the thesis is to uncover internally homogeneous and mutually heterogeneous segments, and subsequently to propose marketing recommendations for addressing significant segments. The thesis is divided into theoretical and practical parts. The theoretical part deals with areas of consumer behaviour, market segmentation and marketing research, all of which form the basis for the quality of the practical part. The practical part first characterises the energy and sports drinks markets. This is followed by market segmentation using secondary data from MML-TGI research, which reveals a total of five segments within the defined market. To complement the segment information, research based on primary data is conducted to discover a total of four segments. After combining the findings from both segmentations, the resulting segment profiles are recorded, on the basis of which marketing recommendations in the form of marketing mix are formulated to ensure effective outreach to them.