Marketinško komuniciranje s podporo digitalnih medijev na primeru znamke Čas za kavo

delo diplomskega projekta

Anita Tomić (Author), Borut Milfelner (Mentor)

Abstract

Marketinško komuniciranje je izjemno pomembna marketinška aktivnost, saj s pomočjo nje vzpostavljamo stik z odjemalci in ostalimi podjetji. Vse bolj pa je razširjena komunikacija s pomočjo digitalnih medijev in uporabo raznih digitalnih kanalov, česar se poslužuje praktično že vsako podjetje. Uporaba družbenih omrežji je postala neizbežna in nujno potrebna za odjemalce. Obravnavana znamka Čas za kavo je digitalnega marketinškega komuniciranja vešča in večinoma uporablja za komunikacijo družbena omrežja. Glavno omrežje, ki ga uporabljajo, je Instagram, ki je kot omrežje pri uporabi med odjemalci v porastu. Znamka redno vzdržuje kontakt s svojimi odjemalci in se od marketinških orodij najbolj poslužuje oglaševanja in pospeševanja prodaje. Izdelke in samo prodajo prilagajajo glede na željo odjemalcev in jih vključujejo v gradnjo znamke od samega začetka. Glavni obraz znamke in mnenjski vodja je ustanoviteljica Nina Štefe, ki je znamko bazirala in ustvarila na bazi Instagram profila.

Keywords

marketinško komuniciranje;družbena omrežja;digitalni mediji;Instagram;oglaševanje;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Tomić]
UDC:	659.3/.4
COBISS:	40318467
Views:	598
Downloads:	122
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digital media communication support - the case of Čas za kavo brand
Secondary abstract:	Marketing communication is an extremely important marketing activity. We use it to establish contact with customers and other companies. However, communication with the help of digital media and the use of various digital channels is becoming more widespread, which is used by practically every company. The use of social networks has become inevitable and urgently needed for customers. The discussed Čas za kavo brand is skilled in digital marketing communication and mostly uses social networks for communication. The main network they use is Instagram, which as a network is on the rise when used among customers. The brand regularly maintains contact with its customers and uses advertising and sales promotion the most, out of all marketing tools. They adjust the products and the sales themselves according to the wishes of the customers and include them in the construction of the brand from the very beginning. The main face of the brand and the opinion leader is the founder Nina Štefe, who based and created the brand on an Instagram profile.
Secondary keywords:	Marketing communication;digital media;social networks;Instagram;Čas za kavo.;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 45 str.
ID:	11978228