20.500.12556/DKUM-16470 REPOZICIONIRANJE PREMIJSKE ZNAMKE NA PRIMERU ZNAMKE LAŠKO CLUB REPOSITIONING A PREMIUM BRAND ON THE CASE OF LAŠKO CLUB Pozicioniranje je umetnost. Je poslovna strategija, ki je v zadnjih treh desetletjih prerasla z učinkovitejšega pristopa v oglaševanju v enega izmed ključnih marketinških procesov. Nedvomno lahko trdimo, da dandanes na svetovnih tržiščih potekajo prave bitke za košček odjemalčevega razuma, saj ob poplavi izdelkov, oglasov, znamk, znižanih cen v vseh različnih barvah in odtenkih odjemalec večino stvari podzavestno selektivno izbriše. Bistvo pozicioniranja mora izvirati iz ključnih koristi, s katerimi lahko znamka oz. izdelek z znamko zadovolji odjemalčeve potrebe. V kolikor jih ne zadovolji ali jih ne komunicira pravilno, v razumu odjemalca ne bo dosegel ustrezne pozicije. Podjetje se lahko na omenjeno situacijo odzove s procesom repozicioniranja, ki za znamko oz. izdelek z znamko priredi marketinški splet tako, da odjemalec spremeni svoj pogled na znamko, s čimer znamka doseže ugodnejšo pozicijo. Diplomska naloga predstavlja proces repozicioniranja in ga aplicira na realen poslovni primer znamke Laško Cub, piva Pivovarne Laško d. d. V okviru diplomske naloge smo predstavili teoretsko ozadje področja znamke, premijske znamke, pozicioniranja in repozicioniranja, predstavili znamko Laško Club ter analizirali njeno trenutno stanje ter s primarno raziskavo in ostalimi analizami pripravili podlago za proces repozicioniranja znamke Laško Club iz znamke z nedefinirano pozicijo v premijsko znamko. Ugotovili smo, da nosi vse potrebne atribute za osvojitev premijske pozicije in da lahko s prilagojenim marketinškim spletom na trgu konkurira kot premijska znamka. Positioning is an art. It is a business strategy, which has grown over the past three decades from a more efficient approach towards advertising into one of the marketing processes of utmost importance. We can state and without a doubt that there is a battle raging in the global markets, a battle for a piece of the consumers mind. In the flash floods of products, brands, price discounts in all the different colours, the consumer is unable to cope and subtly and selectively erases a large majority of the market surroundings. It is important that positioning of any product is rooted in its key values, those which are able to satisfy the consumer’s needs. If it is unable to satisfy the prospect it will be positioned badly. In this sort of situation a company can react with a process of new positioning – repositioning. The key point of repositioning is to make a change in the consumers mind and to claim a new, improved position for the product in process. This thesis introduces the process of repositioning and applies it on a case of a real brand – Laško Club, a beer produced by Pivovarna Laško d.d. (Laško Brewery PLC). We have introduced the following fields of work: brand, positioning and repositioning. Furthermore, as a part of this thesis we have introduced the Laško Club brand, analysed its current status, and prepared a platform for the repositioning process. We found that the brand suffers an undefined image and is perceived neither as a standard brand, nor as a premium. It however posses all the value building attributes that the survey correspondents as important for a premium brand. We have therefore suggested that by modifying the marketing mix of the brand and amplifying the brand awareness based communication, Laško Club could be repositioned in a premium brand. Znamka premijska znamka pozicioniranje repozicioniranje Laško Club Brand premium brand positioning repositioning Laško Club true true false [M. Raušl] Slovenski jezik Angleški jezik Diplomsko delo 2010-10-20 11:43:56 2011-01-31 11:14:55 2022-04-13 08:11:40 2023-12-20 03:34:33 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10554652 URN:SI:UM:DK:WTM3DIUU UNI_Rausl_Miha_2010.pdf UNI_Rausl_Miha_2010.pdf 1 640D8F3C9D22E83F49072A23C17F603F 05c706026c196e60928d190eccdfe502739ce583c9a82ee111d2157b5966dac2 a794f977-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f0844551-2180-43af-b434-df26a77f8046 https://dk.um.si/Dokument.php?lang=slv&id=18683 Ekonomsko-poslovna fakulteta 0 0 0