Povečanje prepoznavnosti blagovne znamke naravne kozmetike LaboratoriHur

diplomsko delo univerzitetnega študija Organizacija in management poslovnih in delovnih sistemov

Ana Rak (Avtor), Marjan Senegačnik (Mentor), Benjamin Urh (Komentor)

Povzetek

Blagovna znamka LaboratoriHur d.o.o. je s svojo 30-letno tradicijo na italijanskem trgu že dobro prepoznavna. Izdelke razvijajo v lastnih laboratorijih z 99% naravnimi sestavinami. Izdelali so tudi svoje certifikate, ki jim potrošnik lahko zaupa. Vsak nov izdelek ima za seboj vrsto nadzorov in raziskav trga ter želja kupcev in potrošnikov. Žal pa zaradi neprepoznavnosti in velike zasičenosti z drugimi kozmetičnimi izdelki na slovenskem tržišču zaenkrat ni na voljo v večjih hipermarketih, trgovinah ali specializiranih prodajalnah. Diplomsko delo je razdeljeno na teoretični in raziskovalni del. V prvem delu bomo spoznali nekaj osnovnih teoretičnih izhodišč, za lažje nadaljnje razumevanje, v drugem delu pa se bomo skušali približati rešitvi težav, s katerimi se blagovna znamka na slovenskem trgu sooča. Znamka je relativna novost in na domačem tržišču skoraj neprepoznavna, saj izdelki zaenkrat niso na voljo v širši prodaji. Distributer za promocijo ne namenja veliko sredstev. Izboljšanje slednjega bi zagotovo dvignilo prepoznavnost in s tem tudi tržni delež. Trg nege telesa je eden najpomembnejših segmentov za omenjeno blagovno znamko in s trdnimi temelji pozitivno zre v prihodnost. Ogromno truda in pozornosti je vloženo v vsako sestavino in vsak proizvod, ki se kasneje pojavi na trgu. Zaradi izjemne kakovosti izdelkov smo prepričani v uspeh naše blagovne znamke tudi na tujih tržiščih, ne samo na italijanskem. Slovensko podjetje Hebesa d.o.o. je pred nekaj leti prevzelo zastopstvo za slovenski trg, a glede na dosedanja razpoložljiva sredstva, ni bilo najbolj uspešno pri uvajanju na širše tržišče. Izdelki so tako zaenkrat na voljo v izbranih lekarnah ter kozmetičnih salonih. V kozmetičnih salonih poleg raznih storitev z njihovimi izdelki nudijo tudi nakup izdelka; zelo nas veseli, da je strank in kupcev vedno več. Zaradi zasičenosti tržišča in močnemu domačemu proizvajalcu kozmetičnih izdelkov bo prodor na prodajne police težji, vendar menimo, da tako kakovostni izdelki s pravilno medijsko podporo in promocijo preprosto mora uspeti.

Ključne besede

naravna in bio kozmetika;certifikat;blagovna znamka;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2019
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[A. Rak]
UDK:	005
COBISS:	8099603
Št. ogledov:	748
Št. prenosov:	91
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Increasing the recognition of the natural cosmetics brand named LaboratoriHur
Sekundarni povzetek:	The trademark LaboratoriHur, d.o.o, with its 30-year old tradition, is already well known brand name in the Italian market. Products are developed in their own laboratories with 99% natural ingredients. They also invented their own certificates, which the consumers can trust unconditionally. Each new product has a number of surveillance and market surveys, they also include the wishes of consumers and their needs. Unfortunately, due to its unrecognizability and high saturation of products on the Slovenian market, it is currently not available in major hypermarkets, shops or specialized stores. The bachelor thesis is divided into theoretical and research work. In the first part we will learn some basic theoretical starting points, in order to facilitate further understanding, while in the second part we will try to approach the solution of the problem with which the brand in the Slovenian market faces. The brand is a relatively new and is almost unrecognizable in the domestic market, since the products are not available for larger sale at the moment. The distributor does not devote a lot of resources to the promotion itself. Improving the latter would surely raise visibility and thereby also a market share. The body care market is one of the most important segments for this brand, and with solid foundations, the future looks promising. Huge effort and attention is invested in every single ingredient and every single product that appears later on the market. Due to the exceptional quality of products, we are sure of the success of our brand also in foreign markets, not only in the Italian market. A few years ago, the Slovenian company Hebesa d.o.o. took over representation for the Slovenian market, but according to the available funds, it was not the most successful in introducing itself to the wider market. So far, the products are available in selected pharmacies and beauty parlors. In cosmetic salons, besides various services with their products, they also offer the purchase of the product, and we are very pleased that there are more and more such customers who appreciate the brand. Due to the saturation of the market and the strong domestic cosmetics manufacturer, the penetration of sales policies will be tougher, but we believe that such quality products, with proper media support and promotion, simply have to succeed.
Sekundarne ključne besede:	natural and bio cosmetics;certificate;brand;sales promotion;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	42 f.
ID:	11001615