The Role of the Premium Brand Marlboro in the Product Portfolio of the Company Philip Morris ČR a.s
| Thesis title: | Role prémiové značky v produktovém portfoliu vybrané tabákové společnosti |
|---|---|
| Author: | Kobolková, Edita |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Štepanovič, Boris |
| Thesis language: | Česky |
| Abstract: | Trh tabákových výrobků představuje velmi specifickou oblast trhu rychloobrátkového zboží. Marketingové aktivity jsou zákonem přísně limitovány a správné rozložení komunikačních nástrojů je někdy obtížné. A to i vzhledem k tomu, že v případě tabákových výrobků hovoříme o téměř naprosto totožném produktu, který je společný pro všechny značky cigaret. Diplomová práce se zabývá rolí prémiové značky Marlboro v produktovém portfoliu společnosti Philip Morris ČR a.s. |
| Keywords: | brand; mix; BCG; analýza; marketing; portfolio |
| Thesis title: | The Role of the Premium Brand Marlboro in the Product Portfolio of the Company Philip Morris ČR a.s |
|---|---|
| Author: | Kobolková, Edita |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Štepanovič, Boris |
| Thesis language: | Česky |
| Abstract: | The market of tobacco products presents a very specific area of fast moving consumer goods. Marketing activities are strictly limited by law and the correct establishment of communication tools is sometimes considerably difficult. In addition to the above, in the case of the tobacco industry, we are talking about almost the same product for every particular cigarette brand. My diploma thesis deals with the role of the premium brand Marlboro in the product porfolio of the company Philip Morris ČR a.s. |
| Keywords: | mix; BCG; portfolio; marketing; brand; analysis |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 19. 2. 2009 |
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| Date of submission: | 30. 6. 2009 |
| Date of defense: | 3. 2. 2010 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/18955/podrobnosti |
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