Analýza pozice značek českých piv na ruském trhu

Abstract

The aim of this thesis was to analyze position of Czech brands, their image and popularity among Russian consumers. Partial goal of the research was to determine spontaneous and supported knowledge of selected brands (Velkopopovický Kozel, Radegast, Budweiser, Pilsner Urquell, Krušovice) and customer‘s evaluation of these brands’ product attributes. In this work were also examined factors influencing brand preferences and certain buying habits, such as consumption place, favorite beer packaging, preferred alcohol content. The work is divided into five main parts. The second chapter is devoted to brand management, including the creation, implementation and measurement of effectiveness. The third chapter contains a general characteristic of the Russian beer market, trends and an overview of key companies. The fourth chapter contains procedures and research methodology, the fifth chapter deals with the analysis results. The final chapter summarizes the results of the analysis and suggests proposals and recommendations.