Corporate marketing strategy and pricing from Red Bull’s perspective

Németh Petra Gabriella (2021) Corporate marketing strategy and pricing from Red Bull’s perspective. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

PDF Németh_Petra_Dissertation_2020_FIN.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)

Absztrakt (kivonat)

The energy drink market in Hungary is constantly evolving. Red Bull faces huge challenges in Hungary, as it is not only hindered by the fact that a fully domestic brand is the biggest competition, but newer and newer products appear in stores every year with a low pricing strategy. Under such conditions, in a market with a significantly more price-sensitive consumer base than the Western example, it is difficult to assert a single premium brand in a category. In my dissertation, I wondered how this pricing policy is related to the premium image developed globally, and whether it can be maintained in a market where competition is extremely intense and consumers are also more price sensitive than average. As a starting point in my dissertation, I reviewed the literature background of the topic, where I first examined marketing communication, including concepts such as corporate image, brand value or the brand of love. In the second half of my theoretical research, the concepts of pricing and pricing policy came into focus. I presented the process of developing the company's pricing policy point by point, as well as the acceptance of the consumer price and consumer knowledge.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	marketing, marketing plan, marketing strategy, pricing policy, Red Bull
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:57
Utolsó módosítás:	2021. Feb. 08. 13:57

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