Potential re-branding strategies for the Unicum bitter in the Hungarian market

Kajdon Dorottya (2021) Potential re-branding strategies for the Unicum bitter in the Hungarian market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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

Absztrakt (kivonat)

In my thesis I write about one of the oldest and most historic companies and brands in Hungary. The Zwack family and the Unicum brand itself is a curiosity in Hungary. In my thesis, I am looking for answers to how an ageing brand can be rejuvenated and what strategic steps the company has taken or will take to rejuvenate the perception of the Unicum brand among consumers.In my research I used a mixed method approach by  interviewing the Marketing Director of Zwack Unicum Nyrt and a questionnaire in order to discover the consumer point of view about the brand and the Unicum products.After my research I would say that the Unicum brand is a love brand in our country  but it is clear that we are not talking about an easy-to-drink alcohol that any generation would be happy to consume. In my opinion, the company should develop so that not only the over-30s feel that they want to drink Unicum, but also launch a drink that can be enjoyed by everyone. I think once this has been achieved, it is easier for the company to build a new marketing strategy with more social media presence and thus get closer to consumers.

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:	brand building, brand loyalty, corporate success story, marketing communication, marketing strategies
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:18
Utolsó módosítás:	2022. Már. 22. 08:18

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