Marketing mix of a selected company

Ashwin Shivaguru

Diplomová práce

Abstract:

Looking closely at Birell, a top non-alcoholic beer in the Czech Republic made by Plzeňský Prazdroj, a.s., this diploma work checks how well each part of its marketing approach works today. Instead of just listing features, it digs into real-world impact - especially how things like new product ideas, name identity, container design, and messaging shape choices people make when buying drinks. Because tastes shift fast now, especially around wellness, daily habits, and eco-awareness, standing out in crowded shelves means getting details right. Information comes from reading studies, trade reports, internal documents, plus data gathered directly through surveys filled out by drinkers in two places - the Czech Republic and India - to see differences and similarities in what matters to them. By connecting insights from books and lived experience, patterns emerge about what lifts the brand up and where it stumbles. Ending not with vague hopes but clear moves forward, the last section lines up precise actions rooted in proof, aiming to sharpen Birell’s presence so it stays strong amid constant change.

Keywords

Marketing research, Quality, Branding, Packaging, Design, Bundling, Subscriptions, Retail, E-commerce, Wholesale, Supply Chain, Advertising, Social Media, Sales, Influencers, Delivery Time, Distribution channels

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 6. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 8. 2026
• Vedoucí: Ing. Kateřina Matušínská, Ph.D.
• Oponent: Ing. Michal Stoklasa, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Economics and Management / Economics and Management