Marketinško komuniciranje blagovne znamke Medex

diplomsko delo

Nina Milošič (Avtor), Bruno Završnik (Mentor)

Povzetek

»Živimo v času, kjer je multipliciranje in segmentiranje ponudbe hitrejše od povpraševanja« (Razpet, 1999, str. 596). Te informacije se morajo zavedati podjetja, ki morajo poleg zadovoljitve potreb svojih odjemalcev razmišljati tudi o teh, ki jih ti sami pri sebi še niso ustvarili. Vse ideje morajo ustrezno komunicirati, pri tem pa ima velik pečat tudi sama blagovna znamka oz. njeno poznavanje v očeh odjemalcev. V diplomskem delu sprva obravnavamo marketinško komuniciranje kot pomemben skupek dejavnosti, preko katerih podjetje komunicira s kupci (Weis, 2011, str. 31). Za njegovo izvedbo si podjetja pomagajo z več koraki, katere posamezno opisujemo v nadaljevanju. V tretjem delu obravnavamo teorijo blagovne znamke, ki jo Kotler (1998, str. 303) opisuje kot obljubo prodajalca kupcu, da ima obravnavan objekt določene lastnosti, koristi in storitve. Podjetje z blagovno znamko jamči, da so njihovi izdelki kvalitetni. V okviru blagovne znamke poznamo uravnotežen pogled na blagovno znamko, kjer ločujemo notranji in zunanji pogled. V prvem gre za identiteto blagovne znamke, ki jo sestavljajo menedžerji, skrbniki in zaposleni, v drugem pa za premoženje blagovne znamke, ki ga tvorijo odjemalci, uporabniki in zainteresirana javnost (Pisnik Korda & Šebjan, 2011, str. 23). Podjetje Medex je bilo ustvarjeno leta 1954 in je v letih ustvarjanja danes eno vodilnih proizvajalcev prehranskih dopolnil v Evropi (Medex, 2021). Za analizo marketinškega komuniciranja blagovne znamke smo uporabili anketni vprašalnik, v katerem je sodelovalo 64 udeležencev. Ugotovili smo, da naši respondenti poznajo Medex, da ta zadovoljuje njihove potrebe in ga ti vidijo zaupanja vrednega in edinstvenega. Zavedajo se vpliva uravnoteženega pogleda na blagovno znamko, kakor tudi ocenjujejo, da le-tega pri blagovni znamki Medex poznajo. K temu pripomore tudi marketinško komuniciranje podjetja Medex, ki bo z njegovim ustreznim nadaljevanjem podjetju omogočalo uspehe še v nadaljevanju.

Ključne besede

marketing;komuniciranje;marketinško komuniciranje;oglaševanje;blagovne znamke;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	N. Milošič
UDK:	659.126
COBISS:	84329987
Št. ogledov:	360
Št. prenosov:	100
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing communications of trademark Medex
Sekundarni povzetek:	“We live in an era where multiplication and segmentation is faster than demand” (Razpet, 1999, p. 596). Companies need to aknowledge and accept this information, while also having to meet the needs of their customers, not only the exististig ones but also those that they have not yet created. In the first part we discuss marketing communication as an important set of activities through which a company communicates with customers (Weis, 2011, p. 31). Companies use several steps to implement it as we will describe it later. In the next part, we discuss the theory of the brand, which was described by Kotler (1998, p. 303) as a promise of the seller to the buyer that the object in question has certain properties, benefits and services. Also the branded company guarantees that their products are of high quality. Within a brand, we know a balanced view of the brand, where we distinguish between internal and external views. Internal view is dealing the brands identity, which consists of managers, custodians and employees, and the external view, which concerns the brand's assets, which are customers, users and the interested public (Pisnik Korda & Šebjan, 2011, p. 23). Medex was founded in 1954 and was, through the years, established as one of the leading manufacturers of food supplements in Europe (Medex, 2021). We analyzed the brand’s marketing communication, with the help of a survey questionnaire in which there were 64 participants. We found out that our respondents know Medex and that it meets their needs and that they see it as a trustworthy and an unique company. They are also aware of the impact that a balanced view of the brand has, while also being aware of it with the Medex company. Medex's marketing communication also contributes to it with its continuation, Medex will enable the company to continue to succeed.
Sekundarne ključne besede:	marketing;marketing communications;trademark;communication;Medex;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	46 str., 6 str. pril.
ID:	13276959