delo diplomskega projekta
Maša Borkovič (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Pomen blagovnih znamk se skozi leta povečuje. Kupci skoraj ne kupujejo več posameznih izdelkov, temveč zgolj blagovne znamke. V marketingu je vse večji poudarek in zanimanje za trgovinske blagovne znamke. V svojo ponudbo jih dodaja tudi vedno več trgovinskih organizacij, saj jim tovrstne znamke ponujajo večji vir prihodka (na izdelkih je višja marža). Trgovinska podjetja lahko z uvajanjem lastnih blagovnih znamk ohranjajo svojo konkurenčnost na velikem trgu. V trgovinah so se najprej začele pojavljati trgovinske blagovne znamke prehrambenih izdelkov. S težnjo po konkurenčnosti, višjem dobičku in večji priljubljenosti med kupci so svoj asortiment začeli širiti izven mej prehrambene industrije. Danes lahko izdelke trgovinskih blagovnih znamk najdemo že skoraj na vsaki polici. Trgovci stremijo k temu, da zadovoljijo potrebe svojih kupcev. Te skušajo potešiti z izbiro proizvajalcev lokalnega porekla, z izdelki dobre kakovosti in praktičnim pakiranjem. Trgovinske blagovne znamke lahko danes izpolnijo pričakovanja in potrebe vsakega, saj je na policah moč najti tudi bolj specifične artikle, kot so veganski izdelki, izdelki brez laktoze in glutena, izdelki brez sladkorja, bio in eko pridelani izdelki, linije zdravih izdelkov itd. Proizvodi se razlikujejo tudi po cenovnih razredih. Najdemo lahko vse, od nizkocenovnih manj kvalitetnih izdelkov do premium izdelkov, ki so visoke kakovosti in primerno višje cene. V diplomskem delu se po teoretičnem poglavju osredotočim na trgovinske blagovne znamke podjetij Spar in Mercator.

Keywords

blagovne znamke;trgovina;asortiment;proizvajalci;odjemalci;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Borkovič]
UDC: 658.626
COBISS: 40030979 Link will open in a new window
Views: 407
Downloads: 85
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Analysis of trade on the example of Spar and Mercator
Secondary abstract: The importance of trademarks has grown over the years. Consumers rarely ever buy individual products anymore, only brands. In marketing, there is a growing emphasis on and interest in trademarks. More and more trade organizations are supplying them, as they present a greater source of income (the products have a higher margin). Trading companies can maintain competitiveness in a large market by introducing their own brands. Initially, grocery trademarks began appearing in shops. With the desire for competitiveness, higher profits and greater popularity among customers, they began to expand beyond the food industry. Today, trademarked products can be found on nearly every shelf. Retailers strive to meet the demands of their customers. They try to satisfy them with quality products, practical packaging and by choosing local producers. Nowadays, trademarks can meet the expectations and demands of everyone, as costumers can find items that are more specific, such as vegan products, lactose- and gluten-free products, sugar-free products, organic products, healthy product lines, etc. The products also differ in price range; from low-cost and lower-quality products to premium products of higher quality and reasonably higher prices. After the theoretical chapter, my diploma thesis focuses on spar and mercator trademarks.
Secondary keywords: Brand;manufacturers;customers;trademark;assortment;Spar trademarks;Mercator trademarks;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 47 str.
ID: 11972127