Pozicioniranje blagovne znamke akustičnih bobnov

diplomsko delo

Egon Kovačević (Author), Borut Milfelner (Mentor)

Abstract

V pričujočem diplomskem delu obravnavamo temo pozicioniranje blagovne znamke izdelka akustičnih bobnov. Kot vsak drug potrošnik se tudi glasbenik pri izbiri primernega izdelka odloča med različnimi možnostmi. Njegova zaznava različnih blagovnih znamk je posledica različnih notranjih in zunanjih dejavnikov odjemalca. V delu ugotavljamo pozicijo znamke z vidika ciljne skupine. V empiričnem delu definiramo konkurenčne blagovne znamke, jih med seboj primerjamo po različnih kriterijih in dejavnikih ter ugotavljamo, da je blagovna znamka Tama med vsemi konkurenčnimi znamkami pozicionirana kot najbolj kakovostna, visokega ugleda ter znamka lepega izgleda, ki zagotavlja največjo možnost nadgradnje bobnarskega seta ter dobave rezervnih delov, vendar je nekoliko dražja v primerjavi s konkurenco. Znamko najbolje vrednotijo najmlajši odjemalci, prav tako pa je zaznati razlike v zaznavanju med odjemalci po različnih kriterijih.

Keywords

marketinški splet;blagovne znamke;pozicioniranje;odločanje;stališča;vrednotenje;bobni;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[E. Kovačević]
UDC:	658.626
COBISS:	12010524
Views:	1169
Downloads:	157
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand positioning of acoustic drums
Secondary abstract:	In this thesis the topic of brand positioning of acoustic drums is researched. Like any other consumer, a musician also decides what is an appropriate product in variety of options. His perception of different brands is the result of various internal and external factors. The thesis tries to establish the position of the mark in terms of target groups. In the empirical part we define competing brands, by comparing different criteria and factors, and determine that the brand Tama, among all competing brands, positioned as the most high-quality and high reputation brand that provides the largest upgrade option of drum kit and supplies parts, but it is slightly more expensive in comparison with the competition. The brand is best valued by the youngest clients, but it is also noticed that there are differences in perception between clients according to different criteria.
Secondary keywords:	Acoustic drums;brand;positioning;marketing mix;positioning factors;deciding process;brand attitudes.;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	62 str., 5 str. pril.
ID:	8706969