diplomsko delo
Aljoša Naglič (Author), Bruno Završnik (Mentor)

Abstract

V diplomskem delu smo želeli prikazati, kakšen učinek je imelo omejevanje oglaševanja alkoholnih pijač na uporabo drugih tržnokomunikcijskih orodij v podjetju Pernord Ricard Slovenija d.o.o. V Sloveniji so namreč podjetja, ki proizvajajo ali zastopajo alkoholne pijače pri nas, omejena pri tržnem komuniciranju svojih izdelkov. Dovoljena jim je neposredna komunikacija s poslovnimi partnerji, neposredno komuniciranje s potrošniki pa je zakonsko prepovedano. Poleg zakonske regulative so podjetja omejena tudi z različnimi oblikami samoregulative. V prvem delu svoje diplomske naloge smo predstavili teorijo tržnega komuniciranja ter uporabo različnih kanalov komuniciranja s potrošniki. Zanimale so nas značilnosti in pojavne oblike tržnega komuniciranja v podjetju Pernod Ricard Slovenija d.o.o. pri zakonsko omejenem oglaševanju alkoholnih pijač na eni strani in prodaji alkoholnih pijačah na drugi strani. Zanimalo nas je, ali je podjetju Pernod Ricard z drugimi oblikami tržnega komuniciranja uspelo zmanjšati vpliv zakonodaje o oglaševanju ter obdržati, če že ne povečati prodajnih rezultatov. To sem preverjal z analizo prodaje blagovne znamke Ballantine's.

Keywords

alkoholne pijače;tržno komuniciranje;marketing;trženje;oglaševanje;pospeševanje prodaje;podjetje;osebna prodaja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [A. Naglič]
UDC: 659.1:663.5 (043.2)
COBISS: 12330268 Link will open in a new window
Views: 901
Downloads: 62
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Other data

Secondary language: English
Secondary title: ǂThe ǂimpact of legislation (on the area of advertising of alcoholic beverages) on the marketing communications and sale in the company Pernod Ricard Slovenia d. o. o.
Secondary abstract: In my thesis we wanted to show the effects that legal limitation in the field of spirits marketing had on the popularization of other communication tools in the company Pernod Ricard Slovenija d.o.o.. Companies that produce or distribute foreign spirits in Slovenia have to pass a number of regulations in the field of marketing communications. They are allowed to perform direct business to business communications, while direct communication with consumers is forbidden by law. In the first part of our thesis we introduced the principles of marketing communication theory which emphasizes the usage of different and consistent communication tools in communications with consumers. We were interested in the characteristics and forms of marketing communication in the company Pernod Ricard Slovenia d.o.o. in terms of the statutory limited advertising of alcoholic beverages on the one hand and the sales of alcoholic beverages on the other. We were wondering whether the company Pernod Ricard has, by using other forms of marketing communications, succeeded in reducing the impact of legislation on advertising and maintained, if not increased sales results. We checked this with sales analysis of the brand Ballantine's.
Secondary keywords: alcoholic beverages;marketing communication;legislation;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 70 str.
ID: 9134706