The influence of brand JUPÍK on its target group

This thesis focuses on brand of children's soft drinks JUPÍK and its influence on the target group. First chapter introduces fundamental marketing terms, defines a brand and its management. Second chapter summarizes the marketing segmentation of the market focusing on children as consumers and describes the principals of the marketing research. Third chapter introduces the brand JUPÍK and its marketing strategy, fourth and fifth chapter is concerning proper marketing research and its results. The objective of this thesis was to analyze the attitude of children consumers to the brand JUPÍK and propose a change in the future according to these results