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3. Charakteristika Značky Kofola

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3. Charakteristika Značky Kofola VYSOKÁ ŠKOLA BÁŇSKÁ – TECHNICKÁ UNIVERZITA OSTRAVA EKONOMICKÁ FAKULTA KATEDRA MARKETINGU A OBCHODU Analýza značky na trhu kolových nápojů Analysis of the Brand in the Coke Beverage Market Student: Bc. Michaela Lippová Vedoucí diplomové práce: Ing. Velčovská Šárka, Ph.D. Ostrava 2012 Poděkování Na tomto místě bych chtěla poděkovat Ing. Šárce Velčovské, Ph.D., vedoucí mé diplomové práce, za odborné konzultace, cenné rady a připomínky. V Ostravě dne 27. 4. 2012 Bc. Michaela Lippová Obsah 1. Úvod ................................................................................................................................................ 7 2. Teoretická východiska managementu značky ................................................................................. 8 2.1 Definice značky ......................................................................................................................... 8 2.2 Atributy značky ......................................................................................................................... 9 2.3 Funkce značky ......................................................................................................................... 10 2.4 Vnímání značky ....................................................................................................................... 10 2.4.1 Pozice značky ............................................................................................................... 11 2.4.2 Identita značky ............................................................................................................. 11 2.4.3 Image značky ................................................................................................................ 12 2.5 Hodnota značky ....................................................................................................................... 13 2.5.1 Řízení značky ............................................................................................................... 13 2.5.2 Znalost značky .............................................................................................................. 14 2.5.3 Vnímaná kvalita ........................................................................................................... 14 2.5.4 Asociace spojené se značkou ........................................................................................ 14 2.5.5 Věrnost značce ............................................................................................................. 14 2.5.6 Jiná duševní aktiva ....................................................................................................... 15 2.6 Hodnocení úspěšnosti značky .................................................................................................. 15 2.7 Postoje spotřebitelů ke značkám ............................................................................................. 15 2.8 Kupní chování spotřebitelů ...................................................................................................... 17 2.8.1 Model černé skříňky ..................................................................................................... 17 2.8.2 Typy spotřebitelského chování ..................................................................................... 19 2.8.3 Typologie spotřebitele .................................................................................................. 20 3. Charakteristika značky Kofola ...................................................................................................... 22 3.1 Historie společnosti Kofola ..................................................................................................... 22 3.2 Profil společnosti Kofola ......................................................................................................... 22 3.3 Produkty společnosti Kofola ................................................................................................... 24 3.4 Značka Kofola ......................................................................................................................... 25 3.4.1 Historie značky ............................................................................................................. 25 3.4.2 Ztvárnění značky .......................................................................................................... 25 3.4.3 Slogan ........................................................................................................................... 26 3.4.4 Obal .............................................................................................................................. 26 4 3.5 Porterův model pěti konkurenčních sil .................................................................................... 26 3.5.1 Konkurence v odvětví................................................................................................... 26 3.5.2 Substituty ...................................................................................................................... 27 3.5.3 Dodavatelé .................................................................................................................... 29 3.5.4 Odběratelé .................................................................................................................... 29 3.5.5 Nově vstupující firmy ................................................................................................... 30 3.6 Charakteristika makroprostředí ............................................................................................... 30 3.6.1 Politicko-legislativní prostředí ..................................................................................... 30 3.6.2 Ekonomické prostředí ................................................................................................... 31 3.6.3 Sociálně-kulturní prostředí ........................................................................................... 32 3.6.4 Technologické prostředí ............................................................................................... 32 3.6.5 Demografické prostředí ................................................................................................ 33 3.7 SWOT analýza ........................................................................................................................ 34 4. Metodika sběru dat ........................................................................................................................ 36 4.1 Přípravná fáze .......................................................................................................................... 36 4.1.1 Definování problému a cíle výzkumu .......................................................................... 36 4.1.2 Plán výzkumu ............................................................................................................... 36 4.1.3 Časový harmonogram výzkumu ................................................................................... 37 4.1.4 Pilotáž ........................................................................................................................... 38 4.2 Realizační fáze ........................................................................................................................ 38 4.2.1 Sběr dat ......................................................................................................................... 38 4.2.2 Způsob analýzy dat ....................................................................................................... 38 4.2.3 Struktura respondentů ................................................................................................... 39 5. Analýza vlivu značky na kupní chování zákazníků ....................................................................... 40 5.1 Kritéria výběru kolových nápojů ............................................................................................. 40 5.2 Znalost a preference značek kolových nápojů ......................................................................... 41 5.2.1 Spontánní znalost značky ............................................................................................. 41 5.2.2 Podpořená znalost značky ............................................................................................ 43 5.2.3 Konzumace a preference jednotlivých značek kolových nápojů .................................. 44 5.2.4 Srovnání podpořené znalosti a konzumace značek ...................................................... 46 5.2.5 Volba značky kolového nápoje podle místa konzumace .............................................. 47 5.3 Spotřební zvyklosti u značky Kofola....................................................................................... 48 5.3.1 Frekvence konzumace Kofoly ...................................................................................... 48 5.3.2 Nejčastější místo konzumace Kofoly ........................................................................... 49 5 5.3.3 Důvody konzumace Kofoly .......................................................................................... 50 5.4 Vnímání značky Kofola ........................................................................................................... 52 5.4.1 Volné asociace se značkou Kofola ............................................................................... 52 5.4.2 Znalost sloganu značky Kofola ...................................................................................
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