diplomsko delo
Vesna Vivod (Author), Marko Ivanišin (Mentor)

Abstract

Trend “naravnega” je zelo pogost pojav v kozmetični industriji. V nalogi ugotavljamo, kaj pomeni naravno oz. ekološko ali organsko, na podlagi česa lahko tem oznakam zaupamo in kako s komunikacijo proizvajalci sledijo poslanstvu naravnega. Govorimo torej o potrdilih (cetifikatih) za naravno kozmetiko, o pomenu blagovnih znamk in embalaže. Primer Melvite smo izbrali, ker na pogled zelo ustreza poimenovanju »naravna kozmetika«. Na podlagi analize in intervjuja z vodjo prodaje smo ugotovili, da je Melvita res eno vodilnih podjetij na področju organske kozmetike, tako na področju kakovosti izdelkov kot v komunikaciji.

Keywords

naravna kozmetika;celostna podoba;blagovne znamke;kozmetična industrija;embalaža;komuniciranje;Melvita;

Data

Language: Slovenian
Year of publishing:
Source: Maribor
Typology: 2.11 - Undergraduate Thesis
Organization: UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher: [V. Vivod]
UDC: 659.1(043.2)
COBISS: 16516886 Link will open in a new window
Views: 5361
Downloads: 338
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Other data

Secondary language: English
Secondary title: Corporate identity and communication of eco-products. Case Melvita
Secondary abstract: The trend towards “natural” products is very common in the cosmetics industry. This paper investigates the meaning of the terms “natural”, “ecological” and “organic”, why we can trust such marks and how the producers communicate this. The paper deals with natural cosmetics certificates and the meaning of trademarks and packaging. The example of Melvita seems to suit the description “natural cosmetics”. The analysis and interview with the sales manager show that Melvita is indeed one of the leading companies for organic cosmetics in respect of quality and communication.
Secondary keywords: natural cosmetics;corporate identity;trade mark;packaging;communication;Melvita;
URN: URN:SI:UM:
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages: VII, 49 str.
Keywords (UDC): the arts;recreation;entertainment;sport;umetnost;razvedrilo;zabava;šport;graphic art;printmaking;graphics;grafična umetnost;grafika;applied graphic arts;commercial graphics;uporabna grafična umetnost;komercialna grafika;social sciences;družbene vede;cultural anthropology;ethnography;customs;manners;traditions;way of life;etnografija;ljudska kultura;običaji;
ID: 998012
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