Marketinško komuniciranje v podjetju Spar d.o.o.

delo diplomskega projekta

Jan Kološa (Avtor), Bruno Završnik (Mentor)

Povzetek

Uspešno tržno komuniciranje je v sodobnih podjetjih ključnega pomena za uspeh podjetja. Uspešno tržno komuniciranje podjetju prinaša prepoznavnost njihovih izdelkov in/ali storitev, prepoznavanje prednosti izdelkov/storitev v primerjavi s konkurenčnimi produkti in ob uspešnem marketinškem komuniciranju vodi k večji prodaji ter posledično ustvarjanju dobička. Ustvarjen dobiček pa je danes tisto merilo, ki kaže, da je poslovni izid podjetja pozitiven in uspešen in daje podjetju možnost samoohranitve na zahtevnem in običajno konkurenčno močnem trgu. Ohranjanje podjetja in njegova uspešna rast na trgu pa je še kako pomembna za ohranjanje delovnih mest vseh zaposlenih v ponudbi izdelka ali storitve. Uspešna ponudba in prodaja izdelka/storitve pa je še kako odvisna od uspešnega marketinškega komuniciranja, ki kupca pripelje do odločitve o nakupu. Tukaj je dobro poznavanje in uporaba orodij marketinškega komuniciranja izjemnega pomena. Oglaševanje, odnosi z javnostjo, pospeševanje prodaje, neposredno trženje in osebna prodaja so dragocena orodja uspešnega marketinškega komuniciranja, katerih namen je vzpostaviti zvezo med proizvajalcem/ponudnikom izdelka/storitve in uporabnikom. Cilj marketinškega komuniciranja je uspešno prenesti marketinško informacijo od ponudnika h kupcu. Sodobni svet je danes preplavljen z marketinškimi sporočili vseh vrst in zlahka prihaja do prezasičenosti, ko sporočila v obtoku presegajo maksimum in tako težje dosegajo svoj cilj. V zastavljenem projektu sem se osredotočil na orodja marketinškega komuniciranja in njihov uspeh v doseganju kupcev za podjetje Spar, ki trži izdelke široke potrošnje, ki jih potrebuje vsako gospodinjstvo in vsak dom. Prav na tem področju pa je konkurenca izredno močna, saj so v zadnjih letih naselja opremljena z blagovnicami močnih konkurenčnih ponudnikov: Spar, Mercator, Tuš, Lidl, Hofer, … ki vneto zasipajo svoje potencialne kupce z mnoštvom marketinških pristopov, od TV in radijskih objav, digitalnih sporočil do vsakodnevnih letakov in časopisov, s katerimi mašijo poštne nabiralnike kupcev. V podjetju Spar so oblikovali uspešen splet orodij marketinškega komuniciranja, ki podjetju prinaša povečanje prodaje, prepoznavnost izdelkov in prednost pred konkurenco. Uporaba orodij tržnega komuniciranja je za Spar izrednega pomena. Uporabljajo široko paleto orodij marketinške komunikacije, od oglaševanja v časopisih, revijah, katalogih, do televizijskega in radijskega oglaševanja. Ob Hervisu so prvi, ki so uporabili tudi pošiljanje sms sporočil v direktni komunikaciji s kupcem. Prisotni so na Facebooku in Instagramu. S projektom Štartaj Slovenija, so vzpodbudili razvoj podjetniških idej malih podjetnikov in jih podprli s ponudbo njihovih izdelkov na Sparovih policah. S tem projektom postajajo mladi podjetniki prepoznavni, Spar pa se dvigne nad običajne marketinške pristope svoje konkurence. V Sparu so tudi mojstri pospeševanja prodaje s kartico zvestobe, ponujenimi popusti, ugodnostmi in akcijskimi ponudbami. V podjetju se zavedajo, da načrtovane cilje in poslovni uspeh lahko dosežejo samo s primernim načrtovanjem uporabe široke palete orodij marketinškega komuniciranja. S takim premišljenim pristopom h komunikaciji s kupci, pa ohranjajo vodilno mesto ponudnika široke palete kakovostnih izdelkov široke potrošnje po ugodni ceni.

Ključne besede

marketinško komuniciranje;oglaševanje;odnosi z javnostjo;pospeševanje prodaje;osebna prodaja;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2018
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[J. Kološa]
UDK:	659.1/.4
COBISS:	13130012
Št. ogledov:	1193
Št. prenosov:	219
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing communication in company Spar d.o.o.
Sekundarni povzetek:	Successful marketing communications in modern companies are of key importance for the success of the company. Successful marketing communication to the company brings the visibility of their products and / or services, recognizing the advantages of products / services in comparison with competitive products and with successful marketing communications, leads to greater sales and consequently profit generation. Profit, that is generated is the benchmark that shows that the company is successful and gives the company the option of self-preservation in a demanding and usually competitive strong market. Keeping the company and its successful growth on the market is still important for maintaining the jobs of all employees in the offer of a product or service. Successful offer and sales of the product / service are however dependent on successful marketing communications, which leads the purchaser to a decision on the purchase. Here is a good knowledge and use of marketing communication tools of exceptional importance. Advertising, public relations, sales promotion, direct marketing and personal sales are valuable tools for successful marketing communications aimed at establishing a relationship between the manufacturer / provider of the product / service and the user. The goal of marketing communication is to successfully transfer marketing information from the provider to the buyer. Today's modern world is flooded with marketing messages of all kinds and it is easy to get overloaded, when messages in circulation exceed the maximum and make it harder to achieve their goal. In the project I have focused on marketing communication tools and their success in reaching customers for Spar, which markets consumer goods that every household needs and every home needs. It is precisely in this area that competition is extremely strong, since in recent years the resorts have been equipped with stores of strong competitive providers: Spar, Mercator, Tuš, Lidl, Hofer, ... which infuriated their potential customers with a variety of marketing approaches, TV and radio , digital messages to everyday leaflets and newspapers, which are used to mail mailboxes to customers. Spar has created a successful network of marketing communication tools, which gives the company an increase in sales, recognition of products and an advantage over competition. The use of marketing communication tools is of paramount importance for Spar. They use a wide range of marketing communication tools, from advertising in newspapers, magazines, catalogs, to television and radio advertising. Spar is among first companies which used the sending of sms messages in direct communication with the customer. They are present on Facebook and Instagram. The Startaj Slovenija project encouraged the development of entrepreneurial ideas of small entrepreneurs and supported them with the offer of their products on the Spar Poles. With this project, young entrepreneurs are becoming recognizable and Spar rises above the usual marketing approaches of their competition. Spar also has sales promotions with a loyalty card, offered discounts, benefits and promotions. The company is aware that the planned goals and business success can be achieved only by properly planning the use of a wide range of marketing communication tools. With such a thoughtful approach to communicating with customers, they retain the leading position of a broader range of quality consumer goods at a reasonable price.
Sekundarne ključne besede:	market communication;advertising;public relations;sales promotion;direct marketing;personal sales;sales increase;štartaj Slovenia;loyalty card.;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Delo diplomskega projekta/projektno delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	31 str.
ID:	10940136