Načrtovanje marketinške strategije blagovne znamke prehranskih dodatkov za živali

diplomsko delo univerzitetnega študija Organizacija in management kadrovsko-izobraževalnih sistemov

Tanja Gosar (Author), Goran Vukovič (Mentor), Mirjana Kljajić Borštnar (Co-mentor)

Abstract

Podjetje BTL marketing d.o.o. uvaža iz Brazilije in trži blagovno znamko Vetnil že 12. leto. Na začetku delovanja je bil pravi uspeh in izdelki so se hitro prodajali, saj je bilo podjetje edini ponudnik tovrstnih izdelkov na trgu. V asortimentu Vetnila je bilo približno 15 različnih artiklov, v podjetju pa so blagovno znamko tržili prek klasičnega marketinga. V času krize je prodaja začela padati, pojavljati se je začelo tudi vedno večje število konkurentov, ki so vstopali na trg. Spremenjene razmere na trgu so spodbudile podjetje k razmisleku o vpeljavi sprememb in novih pristopov z namenom, da s programom pod blagovno znamko Vetnil ponovno dosežemo dobre prodajne rezultate. Z novo marketinško strategijo, ki bo vsebovala elemente klasičnega marketinga v kombinaciji z elementi sodobnih informacijskih in komunikacijskih tehnologij (IKT), želimo doseči razširitev trga in utrditi blagovno znamko. V diplomskem delu smo postavili temelje za prepoznavnost blagovne znamke Vetnil na spletu. Na podlagi analize problemskega stanja smo razvili marketinško strategijo. S postavitvijo koncepta strategije spletnega marketinga za blagovno znamko Vetnil pričakujemo večjo prepoznavnost med uporabniki. Strategijo smo gradili na tem, da smo ustvarili zastavljeno število sledilcev na spletu in da smo jih prek posameznih skupnosti uspešno preusmerili na našo spletno trgovino in jih prepričali o nakupu. Pred začetkom kampanje smo pričakovali, da se bosta prepoznavnost in ugled blagovne znamke povečala. Skozi aktivnosti smo pridobivali nove uporabnike in potrošnike asortimenta Vetnil. Skozi celotno kampanjo smo vseskozi spremljali aktivnosti in njene učinkovitosti ter jih sproti prilagajali in nadgrajevali.

Keywords

tržno komuniciranje;blagovna znamka;svetovni splet;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[T. Gosar]
UDC:	339.138
COBISS:	7834899
Views:	1449
Downloads:	148
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	MARKETING STRATEGY DEVELOPMENT FOR ANIMAL NUTRITION SUPPLEMENTS
Secondary abstract:	The company BTL Marketing d.o.o. has been importing and selling Vetnil brand from Brazil for twelve years. At the beginning of operation it was a great success and rapid growth of product sale, since the company was the only provider of these kind of products in the market. The company had fifteen different Vetnil products in their production mix. In the company, they used classic marketing methods to market the brand. In the period of the crisis sale began to fall, and an increasing number of competitive companies entered the market. The changed market conditions led the company to consider introduction of changes, new approaches in order achieve good sales results with the programme under the Vetnil brand. With new marketing strategy with elements of classic marketing methods in combination with elements of modern information and communication technologies (ICT), we aim to achieve an expansion of the market and strengthen the brand. In the graduation thesis, we set the foundation for the online recognisability of the Vetnil brand. We developed a marketing strategy based on the analysis of the problem situation. By placing the concept of online marketing strategy for the Vetnil brand, we expect greater recognisability among users. The strategy was built on the fact that we created a set number of followers on the Internet, who were through individual communities successfully redirected into our online shop and convinced to the purchase. Before the campaign started, we expected an increase in the recognisability and reputation of the brand. Throughout the activities, we obtained new users and consumers of the Vetnil product mix. Throughout the campaign we monitored the activities and its effectiveness and regularly adapted and upgraded the campaign.
Secondary keywords:	Marketing communication;Brand;Worlde wide web;Social networks.;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	39 f.
ID:	9171032