delo diplomskega seminarja
Lea Majcenovič (Author), Bruno Završnik (Mentor)

Abstract

Za dolgotrajni obstoj podjetja na tržišču je pogoj njegova uspešnost. Uspešnost podjetja pa je pogojena s kakovostjo njegovih proizvodov in storitev, ki jih podjetje ponuja na tržišču. Odlična kakovost njegovih outputov je zagotovljena le s stalnim razvojem in sledenjem trendom. Podjetje za močnejšo povezavo in poistovetenje potrošnika z izdelkom uporablja orodje, ki se imenuje blagovna znamka. Tako se tudi trgovska podjetja poslužujejo tega orodja za dodajanje čustvene komponente lastnim izdelkom. Današnji trend v prehrambni industriji se nagiba k uporabi ekološko pridelanih izdelkov. Vedno več potrošnikov se pri nakupih odloča za zdravo in naravno prehrano. Namen diplomskega seminarja je predstavitev procesa oblikovanja trgovske blagovne znamke. Uspešnost procesa oblikovanja trgovske blagovne znamke Mercator Bio smo preverili s pomočjo ankete, ki je slonela na raziskavi zaznave trgovske blagovne znamke pri potrošnikih.

Keywords

blagovne znamke;oblikovanje;marketinški splet;trženje;proizvodi;kakovost;prehrambena industrija;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [L. Majcenovič]
UDC: 658.626
COBISS: 11586844 Link will open in a new window
Views: 1216
Downloads: 196
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Other data

Secondary language: English
Secondary title: Private label designing
Secondary abstract: The condition for long-lasting existence of the company on the market is his successfulness. The successfulness of the company is conditioned with the quality of its products and services that the company is offering on the market. The first-class quality of its outputs is guaranteed only with constant development and following trends. For stronger connection and identification of the consumer with the product, the company is using a tool called private label. Because of that, the trading companies are also using this tool for giving emotional component to their own products. The trend of today in the food industry is leaning towards using organically produced products. More and more consumers are deciding to buy healthy and natural grown food. The purpose of this diploma seminar is introducing the process of designing the private label. The successfulness of the process of designing the private label Mercator Bio was checked with the help of a poll that was based on the survey of detection of a private label with consumers.
Secondary keywords: Trade mark;private label;private label designing;marketing mix;private label Mercator Bio;
URN: URN:SI:UM:
Type (COBISS): Final seminar paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 55 str.
ID: 8727990