20.500.12556/DKUM-17648 ANALIZA TRŽNE POZICIJE PRODUKTOV FIX-O-MOLL ANALYSIS OF PRODUCT MARKET POSITION FIX-O-MOLL POVZETEK Trženje in tržno komuniciranje sta zelo pomembna elementa v vseh podjetjih, predvsem pa v podjetjih, ki se ukvarjajo s prodajo produktov za široko potrošnjo. Z novimi idejami omogocata povecanje pristnejših komunikacijskih stikov potrošnikov, posrednikov in proizvajalcev, skrbita za identiteto podjetja, za njegovo primerno predstavitev na prodajnih mestih ter uspešno spodbujata potrošnike k nakupu izdelkov. Tržno komuniciranje zajema tematiko s podrocja oglaševanja, neposrednega trženja, osebne prodaje in pospeševanja prodaje. S tržnim komuniciranjem spodbudimo hitrejši odziv potrošnikov in s tem porast prodaje izdelkov, prepoznavnost blagovne znamke ter zadovoljitve kupcev. Cilj pospeševanja prodaje temelji na povecanju prodaje izdelkov. Raziskave kažejo, da promocije povecajo prodajo za 50 do 300 %, odvisno od promoviranega izdelka in od nacina predstavitve izdelka potrošniku. Vpliv promocij na prodajo se lahko kaže na tri razlicne nacine, in sicer v ponovnem nakupu, pospešitvi nakupa, zamenjavi blagovne znamke. V današnjem casu lahko opazimo, da je konkurenca na vseh podrocjih poslovnega sveta vse vecja in žal neizogibna. Zanimanje za blagovno znamko je toliko vecje, ce je izdelek ustrezno prestavljen potrošnikom. Danes podjetja namenjajo veliko pozornosti trženju in tržnemu komuniciranju izdelkov. Podjetje Granat se ukvarja s trženjem nemške blagovne znamke fix-o-moll. V prvem delu predstavljamo sam proces trženja in blagovne znamke, osrednja pozornost pa je namenjena ugotovitvi pozicije, ki jo imajo produkti fix-o-moll na slovenskem tržišcu, saj je le-ta posledicno vezana na ucinek prodaje in rast podjetja z možnostjo pridobivanja novih kupcev in s krepitvijo blagovne znamke fix-o-moll. Ugotovljeno je, da je tržna pozicija produktov fix-o-moll relativno dobra, saj ima podjetje sklenjene pogodbe z vsemi najpomembnejšimi slovenskimi trgovskimi podjetji, kot so Mercator, Engrotuš, E. Leclerc in z drugimi manjšimi podjetji. Zelo slaba pa je tržna pozicija z vidika prepoznavnosti, saj je raziskava pokazala, da relativno malo kupcev ve, kaj je fix-o-moll, katere produkte zajema ta blagovna znamka, kje se produkti prodajajo, za kaj so namenjeni. Slabost trženja produktov fix-o-moll je predvsem v slabem marketinškem pristopu, saj produkti niso nikjer oglaševani. Informacije o produktih ni možno pridobiti na internetu, saj podjetje Granat nima izdelane spletne strani, s pomocjo katere bi si potrošniki lahko pridobili informacije o produktih fix-o-moll. Ceprav so produkti fix-o-moll prisotni na tržišcu že 100 let, potrebujejo dober marketinški pristop, ki bi jim omogocil boljšo prepoznavnost. Na podlagi ugotovitev in marketinških trendov na trgu smo predstavili tržno strategijo ter kot predloge izboljšav navedli promocijske aktivnosti, ki bodo pripomogle k boljši razpoznavnosti produktov fix-o-moll na slovenskem trgu. ABSTRACT Marketing and marketing communications are a very important elements in all businesses, especially in companies which are dealing with the sale of consumer prodacts. By allowing new ideas to increase communication contacts consumers, agents and producers, responsible for the identity of the business to its appropriate presentation to the point of sale and successfully encourages consumers to purhase products. Marketing comunications includes topics from the fields of advertising, direct marketing, personal sales and sales promotions. The marketing communications encourage faste response of consumers and thereby increase product sales, brand visibility and satisfy costumers. The aim of promotion is based on increase in product areas. Research shows that the promotion of increased sales by 50 % to 300 %, depending on the promoted product and the way in which the consumer product. The impact of promotions on sales of the shows in three different ways: the re-purchasing, expediting purchase the replacement brands. In today's time can be observed that the competition in all areas of business growing and unfortunately unavoidable. Interes is even greater if the product is presented in detail to consumers. Today, company are spending a lot of attention to marketing and commercial communication products. Granat company is engaded in the marketing of the German brand fix-o-moll. The first parts presents the process of marketing and brand image, the central attention to the finding of a position by having products of fix-o-moll on the Slovenian market, as it subsequently linked to the impact of sales and busines growth, the possibility of acquiring new customers and strengthering the brand fix-o-moll. It was found that he market position of products fix-o-moll relatively good since the company has contracts with all major Slovenian commercial company such as Mercator, Engrotuš, E. Leclerc and other smaller companies. The market position in terms of visibility is very poor, as the survey showed that relatively few customers know what is the fixo- moll, whose products include the brand, where products are sold, what they were intended. The weakness of marketing products fix-o-moll is mainly in poor marketing approach becouse products are not advertised anywhere. Information of products can not be obtained on the Internet, becouse the company has not yet produced the website, throught which the consumers can obtain information on products fix-omoll. Although the products available on the market for over 100 years and are of high quality, but need a good marketing approach, which would enable them to have better visibility. Based on the findings and marketing trends in the market, we presented a marketing strategy and as the improvements mentioned promotional activities that will contribute to better visibility of the product fix-o-moll in the Slovenian market. KLJUCNE BESEDE: - trženje - blagovna znamka - potrošniki - konkurenca - promocija. KEYWORDS: - marketing - brand - consumers - competition - promotion. true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-03-04 13:14:52 2011-08-04 10:51:25 2022-04-13 09:41:17 2023-12-22 03:40:19 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6881555 URN:SI:UM:DK:EUKTLWQ2 VS_Zalaznik_Vladimira_2011.pdf VS_Zalaznik_Vladimira_2011.pdf 1 0773BA6FD15B2D9190ED9106B11109E0 9d7b812c4ed295792f2d40c41a5923bfb5af845f5bfeecbfbe7ac750ddd1786f f1263e1a-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/431ceb3f-105b-456a-9b68-c46b13b67798 https://dk.um.si/Dokument.php?lang=slv&id=20696 Fakulteta za organizacijske vede 0 0 0