Srovnání marketingového mixu nápojů Coca-Cola a Kofola

This bachelor’s thesis deals with the marketing mix of drinks Coca-Cola and Kofola. The aim of this thesis is to compare marketing mix of these drinks and to suggest recommendations for their improvement. First, the focus is on a definition of terms like marketing, marketing environment and all the parts of the marketing mix that includes product, price, place and promotion. Drinks Coca-Cola and Kofola are introduced and compared according to all these components of the marketing mix. Suggestions for the improvement of both marketing mixes are based on their comparison supported by the results of the questionnaire. The task of this questionnaire was also to confirm or disprove two stated hypothesis whose wording is “A maximum of 40 % of respondents know that Coca-Cola Energy is being sold in the Czech republic.” and “More than half of the respondents connect Christmas TV commercial for Kofola with Christmas”. Both stated hypothesises were confirmed in the questionnaire in the end. One of the suggested recommendations for Coca-Cola is to raise awareness about drink Coca-Cola Energy. Another recommendation for Kofola is related to its draught version which could be newly sold in Kofola Citrus flavour.