Marketing blagovne znamke L'Occitane v Sloveniji

diplomsko delo

Taja Désirée Starc (Author), Miha Marič (Mentor)

Abstract

Marketing je aktivno se razvijajoča veda, katera je bila za blagovne znamke vedno pomembna, zadnje čase zaradi digitalnega marketinga še toliko bolj. Raziskovali smo marketing kozmetične blagovne znamke L'Occitane v Sloveniji, saj nas je zanimalo kako se kot podjetje prilagajajo stalnim spremembam, ki se dogajajo na marketinškem trgu. Osebno se nam je ta tematika od nekdaj zdela zanima in bi v prihodnosti želeli iskati zaposlitev v tej smeri. Teoretični del je bil namenjen prikazu osnov marketinga, zgodovini marketinga, marketinškim spletom, trendom, nismo pozabili niti na marketing na socialnih omrežjih, ki je zadnje čase najbolj popularen. V raziskovalnem delu smo predstavili podjetje Stillmark d.o.o. in blagovno znamko L'Occitane, prav tako smo naredili analizo obstoječega marketinga blagovne znamke. Intervjuvali smo vodjo marketinga blagovne znamke L'Occitane v Sloveniji, poslovodkinjo ene izmed poslovalnic L'Occitane v Sloveniji ter redno stranko L'Occitana v Sloveniji. Iz vseh treh intervjujev smo sestavili celoto in odgovorili na raziskovalna vprašanja, ki smo si jih zadali v diskusiji zaključne naloge. Čeprav ima blagovna znamka L'Occitane v Sloveniji dobre marketinške strategije in poteze, ter sledi marketinškim trendom je tu vedno prostor za izboljšave, zato smo nekaj predlog v diskusiji tudi zapisali.

Keywords

marketing blagovne znamke;marketing;L'Occitane;naravna kozmetika;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[T. D. Starc]
UDC:	658.8
COBISS:	87263747
Views:	306
Downloads:	107
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand marketing of l'occitane in slovenia
Secondary abstract:	Marketing is an actively evolving science that has always been important for brands, due to digital marketing even more. In our thesis we researched the marketing of a French brand L’Occitane in Slovenia as we were interested in what it looks like in practice. We were interested how they adapt to the constant changes taking place on the market. We personally have always been interested in this topic and would like to look for a job in this direction in the future. Saj nas je zanimalo kako se kot podjetje prilagajajo stalnim spremembam, ki se dogajajo na marketinškem trgu. Osebno se nam je ta tematika od nekdaj zdela zanima in bi v prihodnosti želeli iskati zaposlitev v tej smeri. The theoretical part of our thesis was dedicated to show the basics of marketing, marketing history, marketing web, marketing trends and of course marketing on social networks which has been the most popular recently. In our thesis we presented the Slovenian company Stillmark d.o.o. and brand L'Occitane. We also did an analysis of the brand's existing marketing. We did an interview with marketing manager of the L'Occitane brand in Slovenia, the manager of one of the L'Occitane branches in Slovenia and a regular customer of L'Occitane in Slovenia. We then answered the research questions we asked ourselves in the discussion of our thesis. Although the L’Occitane brand in Slovenia has good marketing moves and strategies and follows marketing trends there is always some space for improvement. We wrote some of suggestions in our discussion.
Secondary keywords:	Trženje;Blagovne znamke;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 48 f.
ID:	13322639