Analýza známosti značky nealkoholického nápoje na slovenském a českém trhu

Abstract

This essay gives to an explanation of basic conceptions of marketing and marketing research and analyses soft drinks products of Kofola. The intention of marketing research is to find out consumers perception of beverage Kofola due to the Slovak and Czech market. The research found out, that consumers perception of Kofola´s beverages is in a large extent very similar for both markets. It results especially from grounded history of both countries. The consumers are similar in beverage´s Kofola perception and there is also a possibility to use same marketing instruments on both markets. Consumers prefer healthy lifestyle and due to that they prefer mineral waters preliminary to lemonades. It is in a large extent caused by uniting mineral waters to health, therefore is very important to search into effective forms of marketing in soft drink´s segment.