Možne strategije za dvig prepoznavnosti blagovne znamke MAD BOYS Garage

diplomsko delo

Dominik Gönc (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Diplomsko delo temelji na blagovni znamki MAD BOYS Garage, pomurski delavnici, ki se specializira v obnovi starodobnih vozil, predvsem avtomobilov. Delavnica sicer posluje uspešno, a zaradi zaznanega potenciala v blagovni znamki in želje vodstva podjetja po večji prepoznavnosti je nastala potreba po načrtu, kako to doseči. Trenutno je delavnica le to – delavnica. Moja in lastnikova želja je, da se razišče potencial blagovne znamke v segmentu obnove klasičnih avtomobilov, da se odkrijejo dodatne aktivnosti, ki bi lahko spremljale trenutno dejavnost, in oblikujejo smernice, kako to doseči. Blagovno znamko trenutno sestavljajo ime, logotip in kultura avtomobilskih fanatikov, ki imajo željo ohraniti ikone avtomobilske folklore. Slednje širši javnosti ni vidno na prvi pogled. Za namene oblikovanja smernic, kako se naj blagovna znamka uspešno razvija in širi svoje vrednote, sem v diplomskem delu predstavil tri področja, na katerih je treba strateško planirati: blagovna znamka, marketing izdelkov ter marketinško komuniciranje. Blagovni znamki je treba v samem začetku ustrezno oblikovati njene temelje, ki jih podpremo z izpolnjevanjem obljube blagovne znamke preko storitve, ki jo izvajamo, in s primernim pozicioniranjem, vse to pa tudi uspešno predstavimo trgu, potencialnim odjemalcem in obstoječim strankam. Dolgoročna ideja dviga prepoznavnosti blagovne znamke MAD BOYS Garage ni namenjena samo pridobivanju novih strank, temveč graditvi skupnosti ljubiteljev klasičnih avtomobilov, ki se bodo s podjetjem poistovetili tudi, če sami niso lastniki klasičnih avtomobilov. Ti ljubitelji bodo lahko nekega dne postali stranke delavnice, v tem času pa so lahko stranke v ostalih podjemih, ki jih bom predlagal v tem delu, kot so zabavne vsebine na spletu, MAD BOYS Garage znamčeni izdelki ali center klasičnih avtomobilov.

Ključne besede

marketinško komuniciranje;blagovne znamke;prepoznavnost;starodobna vozila;klasični avtomobili;obnova;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2023
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	D. Gönc
UDK:	658.626
COBISS:	168538627
Št. ogledov:	23
Št. prenosov:	4
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Possible strategies to raise the profile of the MAD BOYS Garage brand
Sekundarni povzetek:	This thesis is based on the MAD BOYS Garage brand, a Pomurje-based workshop specialising in the restoration of vintage vehicles, mainly cars. The workshop is already a successful business, but the identified potential in the brand and the desire of the company's management to raise its profile led to the need for a plan to achieve this. At the moment, the workshop is just that: a workshop, but the owner’s wish is to discover the untouched potential of the brand in the classic car restoration segment, to identify additional activities that could accompany the current activity and to develop guidelines on how to achieve this. The brand currently consists of a name, a logo and a culture of car fanatics who have a desire to preserve icons of automotive folklore, but the latter component is not readily visible to the general public. For the purpose of formulating guidelines on how a brand should successfully develop and spread its values, I have presented three areas for strategic planning in my thesis: branding, product development and marketing communication. A brand needs to have the right brand foundations at the outset, which are then supported by delivering on the brand promise through the service we provide and through appropriate positioning, all of which is then successfully communicated to the market, potential customers and existing customers. The long-term idea of raising the profile of the MAD BOYS Garage brand is not only to attract new customers, but to build a community of classic car enthusiasts who will identify with the company even if they are not classic car owners themselves. These enthusiasts may one day become customers of the garage, but in the meantime, they may be customers of the other ventures I will propose in this exercise, such as online entertainment content, MAD BOYS Garage branded products or the classic car centre.
Sekundarne ključne besede:	vintage vehicles;classic cars;classic car restoration;brands;marketing communication;brand recognition.;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	II, 50 str., 4 str. pril.
ID:	19839181