Marketing luksuznih blagovnih znamk

diplomski projekt

Martina Venta (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Predmet analize v predloženem diplomskem projektu je marketing luksuznih blagovnih znamk. Koncept luksuznih blagovnih znamk smo najprej opredelili na teoretični ravni ter predstavili kompleksnost in posebnosti njihovega marketinškega spleta. V nadaljevanju smo predstavili luksuzno blagovno znamko – storitve hotela Kempinski Palace Portorož in luksuzno blagovno znamko – izdelke podjetja Sembikiya. Z analizo obeh primerov smo ugotovili, da ustrezata vsem kriterijem, ki jih mora izpolnjevati neka blagovna znamka, da se sme imenovati luksuzna. Prav tako smo identificirali tipe obeh predstavljenih luksuznih blagovnih znamk glede na stopnjo luksuznosti, zavedanje o blagovni znamki med odjemalci, medtem ko tipologije glede na obseg poslovanja nismo mogli identificirati. Analiza predstavljenega marketinškega spleta obeh izbranih luksuznih blagovnih znamk nam je pokazala podobnosti v kakovosti storitev pri Kempinskem hotelu in izdelkov pri Sembikiyi. Najbolj se je marketinški splet obravnavanih luksuznih blagovnih znamk razlikoval v izbiri marketinških poti in marketinškega komuniciranja.

Keywords

marketing;marketinški splet;poslovno komuniciranje;blagovne znamke;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Venta]
UDC:	658.626
COBISS:	12234780
Views:	1638
Downloads:	269
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing of luxury brands
Secondary abstract:	The subject of analysis in the present diploma thesis is marketing of luxury brands. First we identified the concept of luxury brands on a theoretical level and also complexity and particularities of their marketing mix. Further we presented a luxury brand of service of hotel Kempinski Palace Portorož and luxury brand of products of company Sembikiya. By analyzing both examples, we found out that they both satisfy all the criteria to be called a luxury brand. We have also identified two types of featured luxury brands according to the degree of luxurious impression, awareness of the brand among consumers, while we could not identify the typology depending on the volume of business. The analysis of the present marketing mix of both selected luxury brands showed us the similarity in the quality of services at the Kempinski hotel and products of Sembikiya. Marketing mix of luxury brands mostly differ in the choice of marketing channels and marketing communication.
Secondary keywords:	luxury brands;marketing mix;Kempinski Palace Portorož;Sembikiya;marketing;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	44 str.
ID:	8888369