Brand Positioning Garden Gourmet
| Thesis title: | Positioning značky Garden Gourmet |
|---|---|
| Author: | Valášková, Barbora |
| Thesis type: | Diplomová práce |
| Supervisor: | Lhotáková, Markéta |
| Opponents: | Magálová, Zuzana |
| Thesis language: | Česky |
| Abstract: | Tato diplomová práce se zabývá problematikou positioningu značky Garden Gourmet, kterou má ve svém portfoliu společnost Nestlé s.r.o. Cílem bylo zhodnotit positioning značky na základě vnímání spotřebitelů a vývoji trhu alternativních náhrad masa. Bylo zjištěno, že positioning značky je velmi dobře nastaven, nicméně byly navrženy změny a úpravy na základě výzkumu práce. |
| Keywords: | Značka; Positioning; Spotřebitel; Marketing |
| Thesis title: | Brand Positioning Garden Gourmet |
|---|---|
| Author: | Valášková, Barbora |
| Thesis type: | Diploma thesis |
| Supervisor: | Lhotáková, Markéta |
| Opponents: | Magálová, Zuzana |
| Thesis language: | Česky |
| Abstract: | This diploma thesis deals with the issue of positioning the Garden Gourmet brand, which Nestlé s.r.o. has in its portfolio. The aim was to evaluate the positioning of the brand based on consumer perception and the development of the market for alternative meat substitutes. It was found that the positioning of the brand is very well set, however, changes and adjustments were proposed based on research work. |
| Keywords: | Positioning; Brand; Marketing; Consumer |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
|---|---|
| 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 International Business |
Information on submission and defense
| Date of assignment: | 6. 2. 2020 |
|---|---|
| Date of submission: | 4. 12. 2020 |
| Date of defense: | 19. 1. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/72413/podrobnosti |