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The Zwack company - After a short introduction of the company's past we analyze its market share and current sales and head to its trade and exports.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Success through tradition by Péter Hivatal & Adrien Keszthelyi Executive Summary After a short introduction of the company's past we analyze its market share and current sales and head to its trade and exports. We review their public relations followed by the study of brand image and brand equity. In that we examine what effect the emerging of fake and cheap brands have on consumer behavior and what a firm producing premium quality drinks can do in order to create strong brands. Then we depict the premium segment where also Unicum can be found. The description of advertisements begins with the image, POS, afterward its costs. Finally we evaluate Unicum's billboard and TV advertisement campaigns. The Roots of Tradition The Zwack company was founded in 1840 in Budapest by Jozsef wack. It made several dozens of types of liquors and brandies. It also had the title of "Sole Purveyor to the Imperial and Royal Court of Austria and Hungary". Still...
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