Projekt strategie obrany proti značkám obchodních řetězců u rychloobrátkového zboží firmy Unilever

Bc. Ondřej KRÁL

Master's thesis

Project work with a FMCG company to develop strategies to keep the market share of their premier brands against private brands owned by super-market chains.

Abstract:

Diplomová práce popisuje současné trendy v zavádějí vlastních značek obchodních řetězců a jejich výrazný úspěch na trhu. Účelem práce je nalezení strategií pro udržení pozice na trhu prémiových značek nadnárodních výrobců.

Abstract:

This master thesis discusses the growing market of brands owned by the retailers themselves (Distributor Owned Brand - DOB) and their possible influence on brands of traditional producers (Manufacturer Owned Brand {--} MOB). The main focus of the paper is on Fast Moving Consumer Goods {--} FMCG. The analysis is not focused only on the situation of the retailers but also the DOBs, where they are coming from, their market penetration in the Czech Republic and last but not the least also on the producers of DOBs. The practical part includes recomended tools for the competitor´s fight with the DOBs of the FCMG market. Secondly, the practical part also includes a complete strategy for Unilever´s brand Rama. Goal of the strategy is to keep the market share of Rama brand in the market at the same position as it is now. At the end you can find costs and risks analysis of the suggested strategy.

Keywords

obchodní řetězce, značka, pozice na trhu

Language used: Czech

Date on which the thesis was submitted / produced: 13. 5. 2005

Accessible from:: 12. 5. 2010

Identifier: 1005

Thesis defence

• Date of defence: 6. 6. 2005

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / field:
Economics and management / Management and Marketing