Zwack Unicum Zrt. Marketingstratégiája

In: Business and Management

Submitted By letifer1
Words 3173
Pages 13
BUDAPESTI CORVINUS EGYTEM

A Zwack Unicum italcsalád marketingje

Nemes Máté

2013

1. A vállalat alapvető bemutatása
1.1.Rövid története
A Zwack Unicum Nyrt. azon kevés magyar vállalatok egyike, mely sikerrel őrizte meg több, mint két évszázadnyi hagyományát, és a XXI. században is nemzetközi elismertséget tudhat magáénak.
1790-ben a legenda szerint a bécsi udvar orvosa, Dr. Zwack József nyújtotta az első pohár gyomorkeserűt II. József császárnak. Az uralkodó, megízlelvén az orvosságot a következőket mondta: „Dr. Zwack, das ist ein Unikum!” – így kezdődött a mai napig tartó sikere az Unicumnak. Majdnem száz évvel később védették le a keserű gyógyitalt, mely hamarosan nagy népszerűséget szerzett. A századfordulóra a növekvő kereslet hatására bővült a gyár, ekkor költözött a Soroksári útra, ami a mai napig a Zwack cég otthona. Az 1920-as évekre már világszerte ismerték, az amerikai szesztilalom jelentős bevételkiesést okozott a cégnek. A Magyarországra is begyűrűző gazdasági válság hatására csökkent a piac és visszaesett a termelés. A felszabadult kapacitást fénycsövek gyártására használták fel.
A II. világháborúban súlyos találatot kapott a gyárépület, amit az újjáépítés után röviddel kártalanítás nélkül államosítottak. A Zwack család fiatalabb tagjai az Egyesült Államokban és Olaszországban talált menedékre. Az itthon maradó szülők egyszerű munkásként folytatták az ital gyártását egy ideig, majd vidékre deportálták őket is. A család a valódi recept helyett egy hamisítványt adott át a hatóságoknak, ám a „hamis Unicum” is töretlen sikernek örvendett. Zwack János az Egyesült Államokban precedensteremtő pert nyert az akkori kommunista magyar állammal szemben, így megvédve a Zwack és Unicum márkaneveket. Fia, Zwack Péter később szerződést kötött az amerikai Jim Beam céggel, és Zwack márkanév alatt forgalmaztak gint, vodkát és slivovicát.…...

Similar Documents

Alternatív Hitelszolgáltatások Megjelenése Magyarország Fogyasztói Hitelpiacán

...növekedési potenciája..........................................72 5.4 Gyorskölcsönzı pénzügyi vállalkozások – Kereskedelmi, profit orientált .......73 5.5 Hitelközvetítık, ügynökök, tanácsadók – Kereskedelmi, profit orientált......... 75 5.6 Szövetkezeti hitelintézetek – Kereskedelmi, társadalom orientált .....................77 5.6.1 Takarékszövetkezetek .............................................................................78 5.6.2 Hitelszövetkezetek ..................................................................................79 5.6.3 A szövetkezeti hitelintézetek növekedési potenciája. .............................80 5.7 Csoportos hitelezés – Kereskedelmi, társadalom orientált, és non profit ................ 80 5.7.1 Mikrohitel Zrt. .........................................................................................80 5.7.2 Esélykassza..............................................................................................81 5.7.3 A csoportos hitelezés növekedési potenciája ..........................................81 5.8 Diákhitel – Non profit ...................................................................................82 5.9 NOBA – Non profit .......................................................................................84 5.9.1 A NOBA mőködése. ...............................................................................84 5.9.2 A NOBA feltételei, és konstrukciói. .......................................................85 5.9.3 A NOBA......

Words: 22739 - Pages: 91

Közösségi Közlekedés Finanszírozása

...KÖZGAZDASÁGTAN SZAKIRÁNY Megoldási javaslat a hatékonyabb közösségi közlekedés finanszírozására Közgazdaságtan szakirány felvételi dolgozat 2012. június Perge Bianka Budapesti Műszaki és Gazdaságtudományi Egyetem Nemzetközi gazdálkodás pergebia92@gmail.com Perge Bianka Mathias Corvinus Collegium I.évfolyam Megoldási javaslat a hatékonyabb közösségi közlekedés finanszírozására 2012.június Tartalomjegyzék Bevezetés: ..................................................................................................................................................... 3 BKV Zrt.: ........................................................................................................................................................ 3 Volán Zrt.:...................................................................................................................................................... 5 MÁV Zrt.: ....................................................................................................................................................... 7 Finanszírozási, bevétel növelési javaslatok, megoldások: ............................................................................... 8 Menetdíjak árának emelése: ...................................................................................................................... 8 Menetdíjak ÁFÁ-jának csökkentése:......

Words: 3774 - Pages: 16

Minmen Analysis

... | | | | | | | | | | | | | | | | Concorde Befektetési Alapkezelő Zrt ( a vizsgálni kívánt cég bemutatása) A Concorde alapkezelő cég, egyike a magyar pénzügyi világ ismert és elismert szereplőinek. Azonban ismertsége a „nagyközönség” körében meglehetősen korlátozott, melynek okaira az alábbi cégismertető adhat majd választ. A Concorde név mára már három részvállalatból tevődik össze. Elsőként alakult meg a Concorde Értékpapír Zrt 1993-ban, majd ez bővült ki még két, szintén pénzügyi tevékenységet folytató részleggel, a Concorde Vállalati Pénzügyek Kft.-vel és a Concorde Befektetési Alapkezelő Zrt.-vel. A két leányvállalat 15 éve van jelen a hazai pénzpiaci szereplők közt. A Concorde Csoport Magyarország legnagyobb független befektetési társasága. A Concorde Csoport szolgáltatásai az értékpapír-forgalmazástól a vagyonkezelésen és az elemzési tevékenységen, valamint a vállalati pénzügyi és befektetési tanácsadáson át a tőkepiaci tranzakciók szervezéséig terjednek. Ezen tevékenységek széles palettáját fedi le a csoportot alkotó három vállalat, melyek közül......

Words: 8405 - Pages: 34

Value Chain Management

...Házi dolgozat az „Értékteremtő folyamatok menedzsmentje” c. tárgyhoz Félévközi nagyfeladat Készítette: Bakos József Szőnyi Ádám Vezetői összefoglaló Jelen elemzésünkben megvizsgáljuk az Egyesített Motorkerékpárgyár Zrt. tulajdonában lévő Motorkerékpárgyár működési folyamatait, stratégiáját, beszállítóit, egyszóval az egész gyár működése górcső alá kerül. Elsőként fontos kiemelni, hogy a gyár működését tekintve korántsem mondható ideálisnak, ugyanis a rendszerváltásra komoly problémákkal küzdő vállalat hiányosságait nem sikerült megoldani a külföldi felvásárlással, hiszen a külföldi anyavállalat a lehető legkisebb befektetéssel kívánta elérni a lehető legnagyobb nyereséget. Így a modernizálás, sem technológiai részen, sem a folyamatok tekintetében nem ment végbe. Ennek következtében kaptunk egy mára már elavult gyárat, ami az elavult termékeit főként a posztszovjet és távol-keleti országokba exportálja. A gyár működési folyamatainak javítására tett elképzeléseinket, illetve legfontosabb észrevételeinket pontokba szedve is bemutatjuk: * A fejlesztéseket követően fokozott figyelmet kell fordítani a minősítő és a rendeléselnyerő kritériumokra, hiszen ezek a gyár fennmaradását biztosíthatják. Meg kell alapozni a vállalat hosszú távú sikerességét, és termékeinek megkülönböztető jellegét. * Az értékteremtési stratégia „befelé semleges” szakasza nem megfelelő, és így hosszú távon nem fenntartható a Motorkerékpárgyár működése tekintetében. * Az ideális......

Words: 915 - Pages: 4

History of the Illuminati Master Conspiracy W/ Annotated Bibliography

...throughout France was give to Bode (Aurelius) and Busch (Bayard). So well did the Illuminati missionaries work that by 1788 every lodge under the French Grand Orient is said to have been indoctrinated with the system of Weishaupt. The Illuminatus Duke of Orléans was the leader of the Grand Orient Lodge in Paris. While key instructions were being sent to the Jacobin Club houses in Paris (which the Illuminati-dominated Grand Orient lodges created and controlled) from the directorate under Weishaupt's command in Bavaria, the Elector of Bavaria uncovered the entire plot. A courier sent from Frankfort to Paris in 1785 was accidentally killed by a bolt of lightning. On his body were found incriminating papers about the Order and the name of Xavier Zwack. His home in Landshut was raided by the Elector's police and his copy of Weishaupt's writings was taken. The Elector publicly outlawed the Order and closed many of the freemasonic lodges known to be under its control. The Elector also sent printed copies of the Order's writings to all the important monarchs in Europe. It was from copies of the Order's writings that Prof. Robison and the Abbé Barruel gathered the information contained in their books. When Weishaupt was banished from Bavaria by his sovereign in 1785, he was received at the court of the Duke Ernest-Louis of Saxe-Gotha who, besides a pension, gave him the title of Honorary Councilor. Several of Weishaupt's principal subordinates, including the Marquis de Constanza and......

Words: 5399 - Pages: 22

Marché Cosmétique

...Group 0.1 0.1 0.1 0.1 0.1 0.1 STR8 Sarantis SA, Group 0.1 0.1 0.1 0.1 0.1 0.1 Makler Bi-Es Polska Sp zoo - - 0.1 0.1 0.1 0.1 Fa Henkel AG & Co KGaA 0.3 0.2 0.2 0.1 0.1 0.1 Ralon Atlantic Grupa dd 0.1 0.1 0.1 0.1 0.1 0.1 Astor/Margaret Astor Sté Bic SA 0.1 0.2 0.2 0.1 0.1 0.1 Alen Mak Alen Mak AD 0.1 0.1 0.1 0.1 0.1 0.1 Alpa Alpa as 0.0 0.0 0.0 0.0 0.0 0.0 Fabergé Unilever Group 0.1 0.1 0.0 0.0 0.0 0.0 Graphite PZ Cussons Plc 0.1 0.1 0.1 0.1 0.1 0.0 Konsul Dzintars AS 0.0 0.0 0.0 0.0 0.0 0.0 Krasnaya Liniya Krasnaya Liniya KF OOO 0.1 0.1 0.1 0.1 0.2 - Kolastyna Grupa Kolastyna SA 0.3 0.3 0.3 0.3 - - Lider Grupa Kolastyna SA 0.4 0.3 0.3 0.3 - - Phyto Expert Kalina Concern OAO 0.1 0.1 0.2 0.1 - - Barbon Caola-Alfa Zrt 0.1 0.1 0.1 0.1 - - Makler Grupa Kolastyna SA 0.1 0.1 - - - - Sputnik Procter & Gamble Co, The 0.4 - - - - - Pitralon Setuza as 0.1 - - - - - Tet-a-Tet Kalina Concern OAO 0.0 - - - - - Fax Evyap Sabun Yag Gliserin San ve Tic AS 0.0 - - - - - Page 3 of 19 Green Mama Green Mama 0.0 - - - - - Voskhod Svoboda OAO 0.0 - - - - - Astra Gillette Co, The - - - - - - Barbus de Miclén as - - - - - - Gillette Gillette Co, The - - - - - - Lider PZ Cussons Plc - - - - - - Makler PZ Cussons Plc - - - - - - Nestor Nevskaya Kosmetika OAO - - - - - - Nord-Ost Kalina Concern OAO - - - - - - Schick - Wilkinson Sword Pfizer Inc - - - - - - Sputnik Gillette Co, The - - - - - - Wars PZ Cussons Plc - - - - - - Private......

Words: 18207 - Pages: 73

Directorial Executice

...THE DIRECTORIAL EXECUTIVE The Directorial Executive is a unicum, it exists in only one country in the world, Switzerland. Historically the origins of this Form of Government can be traced back to the French Constitution of the Thermidorian Reaction which established a five-man Directory. This model, which proved to be unsuccessful in France, was then brought to Switzerland by the French Army in 1789 and it is still applied. Using Elgie’s dispositional properties we can underlie the essential features of this Form of Government. First of all the Directorial system is characterized by the presence of just one institution, which is both the Head of Government and Head of State, the Federal Council, composed of 7 members. A peculiar feature which comes to surface is therefore the constitutional body not being monocratic as in the Presidential Form of Government but collegial. All the 7 members are formally and legally the Head of Government and Head of State though, for obvious practical reasons, Parliament after having elected the 7 members also proceeds to the election of the President and Vice-president, both in office for one year with a nonrenewable mandate. The only institutional body that is popularly elected is the Federal Parliament(2nd dispositional property) Between the Federal Parliament and the Council there is no relationship of confidence as in a Parliamentary system, therefore once the members of the Council are appointed by Parliament they will remain in......

Words: 386 - Pages: 2

Green Environment

...improvement of social values by the responsible operations, and contributes to the realization of important social goals. Our goal is to convert risks into opportunities, reinforcing the Group's long-term sustainability and the strengthening of trust.” (OTP) “The key element of the company's strategy is the sustainability. For the Company, this management approach means striking a long-term balance between the interests of stakeholders in the course of implementing the company’s strategy and operation. Based on this, it does not wish to make interests of any one group of stakeholders dominant to the detriment of the others.” (E-Star Alternatív Nyrt) Corporate Example MOL Nyrt. Audi Kft., CIB Zrt., E. ON Hungária Zrt., K&H Bank Nyrt., Gedeon Nyrt., Richter, OTP Nyrt., Vodafone Zrt., Zwack Unicum Nyrt. Taking into consideration the interests of all the stakeholders together E-Star Alternatív Nyrt. Source: own elaboration based on company reports, 2012 24 Green Accounting for Corporate Sustainability Eco-efficiency (the efficiency of the use of natural resources) is a relative indicator, which is the ratio between the added value and environmental damage (with added ecological impact). The added value can, for instance, be the difference between the sales and acquisition costs of the purchased inputs, whereas the added ecological impacts can be the natural resources, energy, or water consumption of a product or activity, the amount of waste or pollution......

Words: 6871 - Pages: 28

Hungary and Food

...food and wine & traditional therapies involving food and herbs Unni ancient Hungarian wine has a long history of ethnic Hungarian wine, made from 40 kinds of herbs. Austro-Hungarian Empire, Hungary Royal Medical Zwaak in 1790 to heal the Habsburg emperor configurations health wine, by the time of the Emperor and Empress, Sissi is the favorite, given the 'Unikum' unique evaluation, and later became the phrase reviews The wine's name. Unni ancient Zwaak family will this recipe has been in use until today, the sixth generation descendant Zwaak Sandor has not changed hands. Until now, their wine over 200 years old. There is not only Hungary wine has therapeutic uses, but also the food has therapeutic uses, for example, unicum is a special blend of herbs and spices that Hungarians swear by as an aid to digestion. V. Food and wine within the main religion of the group Today's Hungarian cuisine is a synthesis of ancient Asiatic components mixed with Germanic, Italian, and Slavic elements. The food of Hungary can be considered a melting pot of the continent, with its own original cuisine from the Magyar people. As I mentioned in Hungarian history, Magyar people are nomads, so the food is mainly poultry, pork and beef. The later, great numbers of Saxons, Armenians, Italians, Jews and Serbs settled in the Hungarian basin and in Transylvania and brought with them their own recipes. And I also wrote in the history......

Words: 1745 - Pages: 7

Gender Sensitivity

...Sign of the Cross: In nomine Patris, et Filii, et Spiritus Sancti. Amen Credo: Credo in Deum Patrem omnipotentem, Creatorem caeli et terrae. Et in Iesum Christum, Filium eius unicum, Dominum nostrum, qui conceptus est de Spiritu Sancto, natus ex Maria Virgine, passus sub Pontio Pilato, crucifixus, mortuus, et sepultus, descendit ad infernos, tertia die resurrexit a mortuis, ascendit ad caelos, sedet ad dexteram Dei Patris omnipotentis, inde venturus est iudicare vivos et mortuos. Credo in Spiritum Sanctum, sanctam Ecclesiam catholicam, sanctorum communionem, remissionem peccatorum, carnis resurrectionem, vitam aeternam. Amen. Pater Noster: Pater Noster, qui es in caelis, sanctificetur nomen tuum. Adveniat regnum tuum. Fiat voluntas tua, sicut in caelo et in terra. Panem nostrum quotidianum da nobis hodie, et dimitte nobis debita nostra sicut et nos dimittimus debitoribus nostris. Et ne nos inducas in tentationem, sed libera nos a malo. Amen. Ave Marai, Gratia Plena: AVE MARIA, gratia plena, Dominus tecum. Benedicta tu in mulieribus, et benedictus fructus ventris tui, Iesus. Sancta Maria, Mater Dei, ora pro nobis peccatoribus, nunc, et in hora mortis nostrae. Amen. Gloria Patri: Gloria Patri, et Filio, et Spiritui Sancto. Sicut erat in principio, et nunc, et semper, et in saecula saeculorum. Amen. The Stone Cutter Once upon a time there lived a stone cutter ,in a small village. All day long he worked hard, cutting the hard stones and making the shape which were......

Words: 759 - Pages: 4

Pestel Analysis of SzerencsejáTéK Zrt

...PESTEL analysis of Szerencsejáték Zrt. 2013 Word counted: 3308 Executive summery The object of this report is to assess the nature and the external environment that a business operates in. Any kind of changes can affect and influence the operation of the business. To examine the environment of the firm we can develop the PESTEL analysis (which stands for political, economic, social, technological, environmental and legal environment). This model helps us to understand the environmental factors which can affect the activities of a company. The stability of the government and functioning of the parliament can have great impact on the company. Furthermore, the extent to which the government intervenes to the activities of the companies is crucial for the company. Economic conditions also have a huge role in the business; the company has to take into consideration the domestic economic situation and trends in order to remain successful. As far as the social factors are concerned, we have to examine social changes, trends, different consumer patterns and not last but least, how the costumers react to different goods and services. As technology develops it provides more opportunities for the firm to be more profitable. New innovations may curb the company’s cost or increase the efficiency of production. Environmental surrounding of the company is also a major aspect which includes natural resources climate change or any other impact on the environment. Legal environment......

Words: 3486 - Pages: 14

Sdfasdf

...F.4 P = 2 atm superheated vapor ideal gas v = RT/P = 2 53.34 × (68 + 459.7) = 6.6504 ft3/lbm 2 × 14.6 × 144 c. Ar T = 300 F, P = 30 lbf/in. Table F.4 Ideal gas: v = RT/P = 38.68 (300 + 459.7) / (30 × 144) = 6.802 ft3/lbm Sonntag, Borgnakke and Wylen Review Problems 3.149E What is the percent error in specific volume if the ideal gas model is used to represent the behavior of superheated ammonia at 100 F, 80 lbf/in.2? What if the generalized compressibility chart, Fig. D.1, is used instead? Solution: Ammonia Table F.8.2: v = 4.186 ft3/lbm RT 90.72 × 559.7 Ideal gas v = P = = 4.4076 ft3/lbm 5.3% error 80 × 144 Generalized compressibility chart and Table D.4 Tr = 559.7/729.9 = 0.767, Pr = 80/1646 = 0.0486 => Z ≅ 0.96 v = ZRT/P = 0.96 × 4.4076 = 4.231 ft3/lbm 1.0% error Sonntag, Borgnakke and Wylen 3.150E A cylinder is fitted with a 4-in.-diameter piston that is restrained by a linear spring (force proportional to distance) as shown in Fig. P3.16. The spring force constant is 400 lbf/in. and the piston initially rests on the stops, with a cylinder volume of 60 in.3. The valve to the air line is opened and the piston begins to rise when the cylinder pressure is 22 lbf/in.2. When the valve is closed, the cylinder volume is 90 in.3 and the temperature is 180 F. What mass of air is inside the cylinder? π Solution: V1 = V2 = 60 in3; Ap = 4 × 42 = 12.566 in2 P P2 = 22 lbf/in2 ; V3 = 90 in3 , T3 = 180°F = 639.7 R 3 ks(V3-V2) Linear spring: P3 = P2 + Ap2 2 400......

Words: 3608 - Pages: 15

Online Magazine Analysis

...administraciji, etika, komparativni administrativni sistemi Broj stranica radova: 9-25 Mail: redactia@rtsa.ro Website: www.rtsa.ro/tras/index.php/tras/index Uputstvo za pisanje radova: www.rtsa.ro/tras/index.php/tras/pages/view/forauthors Izdavač: Babes-Bolyai University, Faculty of Political, Administrative and Communication Sciences, Public Administration Department 21.VERBUM – Hungary Jezik na kojem se objavljuju radovi: Engleski, Francuski Jezik rezimea: Latinskih Oblast iz kojih se objavljuju radovi: Filozofija, Lingvistika, Umjetnost Broj stranica radova: 20-35 Mail: journals@akkrt.hu Website: http://www.akademiai.com/loi/094 Uputstvo za pisanje radova: http://www.akademiai.com/redirect/094/submissions Izdavač: Akadémiai Kiadó Zrt 22.WAR &SOCIETY - Australia Jezik na kojem se objavljuju radovi: Engleski Jezik rezimea: Engleski Oblast iz kojih se objavljuju radovi: Uzroci, iskustva i uticaj rata u svim historijskim periodima Broj stranica radova: 10-25 Mail: acquisitions@tandf.co.uk Website: www.maneyonline.com/loi/war Uputstvo za pisanje radova: www.maneyonline.com/ifa/war Izdavač: Maney Publishing 23.WOMENS STUDIES – AN INTERDISCIPLINARY JOURNAL – USA Jezik na kojem se objavljuju radovi: Engleski Jezik rezimea: Engleski Oblast iz kojih se objavljuju radovi: Studije o ženama literaturi, historiji, umjetnosti, pravu, političkim naukama, ekonomiji, antropologiji i u ostalim naukama Broj stranica radova: 15-30 Mail:......

Words: 1315 - Pages: 6

Assignment 4 Computer Forensics Tools

...will let you know what the program has found, and you can then recover that partition in a few seconds typically. The only downfall is that you won’t get a bootable recovery disk, so if the partition is damaged then the MiniTool Recovery program won’t be able to recover the deleted partition. The PC Inspector File Recovery allows you to be able to recover a full set of missing files on both FAT and NTFS drives. They are clearly presented in a simple folder view and there is also a simple search dialog to help you locate the files by name. The program can then restore them to local or a network drive. There are quite a few tools that can be used to gather digital evidence from a cell phone. Two tools that can be used are the Fernico ZRT 2 HD and the Paraben Deployable Device Seizure. The Fernico allows you to manually acquire evidential data from cell phones and other digital devices. Fernico has powerful and reliable software that streamlines the numerous steps of the manual examination process to deliver huge time saving benefits while capturing pictures and high definition videos. The photos and videos are automatically resized into a customizable report templated that they can then use to present in court or distribute to other agencies. The Paraben Deployable Device Seizure is designed for quick use in the field with any mobile phone. It is integrated with a PC tablet, this is ideal because it is able to host multiple tools on a single non-proprietary......

Words: 1005 - Pages: 5

Piramal Healthcare

...demand for products, competition and their expected future benefits to the company. Legal Proceedings The Company and / or its subsidiaries are involved in various legal proceedings including product liability, contracts, employment claims and other regulatory matters relating to conduct of its business. The Company carries product liability insurance / is contractually indemnified by the manufacturer, in an amount it believes is sufficient for its needs. In respect of other claims, the Company believes, these claims do not constitute material litigation matters and with its meritorious defences the ultimate disposition of these matters will not have material adverse effect on its Financial Statements. 18 19 Alkaloida Chemical Company Zrt. (formerly known as Alkaloida Chemical Company Exclusive Group Limited) (Alkaloida), a subsidiary of the company has made a strategic investment in Taro Pharmaceutical Industries Limited (Taro) a pharmaceutical company based in Israel and holds 36.4% in the capital of Taro. On May 28, 2008 Alkaloida received a notice from Taro regarding purported termination of the merger agreement between Taro and Aditya Acquisition Company Ltd, an Israeli incorporated subsidiary of Alkaloida. On the same date, Taro and some of its directors had filed for a declaratory judgment in an Israeli court seeking Alkaloida/Sun Pharma to conduct a special tender offer which has been rejected by the Tel-Aviv District Court. The plaintiffs have appealed this......

Words: 41744 - Pages: 167