Relaunch of the product Simply Cola in Czech Republic
| Thesis title: | Relaunch produktu Simply Cola v České republice |
|---|---|
| Author: | Hölclová, Sára |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Jíchová, Eva |
| Thesis language: | Česky |
| Abstract: | Tato diplomová práce se zabývá problematikou znovuuvedení produktu Simply Cola od Red Bullu na trh České republiky. Simply Cola byla poprvé uvedena na český trh v roce 2012, avšak bez jakékoliv reklamní kampaně. Relaunch produktu proběhl poté v letech 2016 a 2017 a cílem této práce je analyzovat, zda byl úspěšný.V teoretické části práce jsou informace týkající se marketingu, marketingové komunikace, značky a její role v marketingu a inovací. V úvodu praktické části je charakterizována společnost Red Bull Česká republika, s.r.o. a její produktové portfolio. V následujících kapitolách je rozebrán relaunch a to jak v rámci prodejní, tak i marketingové strategie. V současné době je velmi důležité, aby spolu tato dvě oddělení komunikovala, protože jen tak je možné zasáhnout cílovou skupinu účinně. |
| Keywords: | marketing; marketingová komunikace; značka; relaunch; Simply Cola; Red Bull |
| Thesis title: | Relaunch of the product Simply Cola in Czech Republic |
|---|---|
| Author: | Hölclová, Sára |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Jíchová, Eva |
| Thesis language: | Česky |
| Abstract: | This master thesis deals with the matter of relaunching the product Simply Cola in Czech Republic. The first launch of Simply Cola to czech market was in 2012 but there was no marketing campaign around it. Relaunch of the product was then in 2016 and 2017 and this work aims to analyse that the relaunch was successful.In theoretical part of the thesis there is information about marketing, marketing communication, brand and its role in marketing and innovations. At the beggining of the practical part, which forms the most important part, there is characterised the czech branch of Red Bull Company and its product portfolio. In the following chapters, there is the analysis of relaunch in the sales and marketing sphere. In these days it is very important to cooperate across the departments, because it is the only way how the company can effectively reach the target group. |
| Keywords: | marketing; marketing communication; brand; relaunch; Simply Cola; Red Bull |
Information about study
| Study programme: | Ekonomika a management/Arts 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: | 29. 11. 2017 |
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| Date of submission: | 27. 4. 2018 |
| Date of defense: | 30. 5. 2018 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/64044/podrobnosti |