Analýza merchandisingu na trhu s energetickými nápoji

Abstract

This thesis analyzes the merchandising of energy drinks in retail store. The theoretical part describes the various tools used for merchandising, shopping environment, atmosphere of the reail store and characteristics of energy drinks market. The practical part is devoted to the data gathering, merchandising analysis of Red Bull brand and recommendations that arise from the analysis. The methods used to obtain the primary data were observations and the Total Shopscore Index. The aim of the work is based on methods Total Shopscore Index to assess the level of merchandising products company Red Bull Czech Republic s.r.o, ie. identify and compare presence, presentation and position of the brand in specific retail stores and subsequently compare between different retail formats and retail chains.