20.500.12556/DKUM-21091 POMEN IN VLOGA EMBALAŽE V MARKETINŠKEM KOMUNICIRANJU; PRIMER EMBALAŽE KOZMETIKE AFRODITA THE IMPORTANCE OF PACKAGING IN MARKETING COMMUNICATION; STUDY CASE: PACKAGING OF COSMETIC BRAND AFRODITA POVZETEK Embalaža nekega izdelka zajema vse v kar blago spravljamo za transport. Glede na potrebe izdelka izberemo embalažo, ki je najbolj primerna. Embalaža mora izdelek zavarovati pred vplivi okoljam, olajšati mora transport in skladiščenje izdelkov ter vsebovati informacije, ki jih potrošnik potrebuje pri nakupni odločitvi. Pomembna funkcija embalaže v marketinškem komuniciranju je tudi pospeševanje prodaje. To je vezano predvsem na vizualni del embalaže. Pomembno je da embalaža pri potrošniku vzbudi čustva in občutke ter porabniku posreduje določeno sporočilo. To pa lahko dosežemo z uporabo barv, z velikostjo in obliko embalaže ter materialom iz katerega je embalaža izdelana. S pomočjo teh elementov lahko porabnik nek izdelek hitreje zazna na prodajni polici in se odloči za nakup. Na tržišču je danes ogromno izdelkov, potrošnik pa se pri nakupni odločitvi srečuje z možnostjo izbire. S pravilno oblikovano embalažo, ki vsebuje odmevno sporočilo je izdelek na tržišču konkurenčen. Podjetja se morajo zavedati pomembnosti embalaže in se truditi za izbljšavo le te. Pomembno je mnenje porabnikov, katero lahko pripomore k izboljšavam embalaže in posledično večji prodaji izdelka. Embalaža prav tako izžareva bistvo blagovne znamke, njeno osebnost, slog, poslanstvo in filozofijo. Zato moramo biti pri načrtovanju in oblikovanju dizajna embalaže natančni, prav tako pa mora embalaža potrošniku nuditi informacije o izdelku in uporabi le tega. V Sloveniji se podjetja čedalje bolj zavedajo pomena embalaže. Obračajo se na potrošnike z raznimi natečaji kjer embalažo oblikujejo potrošniki, poznana je embalaža za mleko trgovskega podjetja Interspar. Podjetje Mercator pa je v sodelovanju s časnikom Finance meseca junija objavil razpis "Idejne rešitve za embalaže, narejene iz okolju prijaznih surovin za pakiranje ekoloških in drugih izdelkov slovenskega porekla." ABSTRACT The packaging of a product includes everything that covers goods for transport. We must choose packaging that is the most appropriate and it is depending on the needs of the goods. Packaging must protect product from the environmental influences, make transport and storage of the product possible and provide information for the consumers. An important function of packaging in marketing communication is to increase sales. This is connected with the visual part of the package. It is important that the packaging stimulates emotions and feelings to the consumer, and deliver specific message to the potential buyers. This can be achieved with the specific colors, the size and shape of the packaging or with the right selection of the material from which the packaging is designed. With all these items the customer can quickly detect a product on the shelf and later purchase our product. Most of the world’s industries can produce more goods that consumers can buy. Consumer is always facing a choice which product to buy. We can make competitive product with the right design of the packaging that contains the outspoken message. It is important for companies to understand the importance of packaging and always try to improve it. They should listen to customers which can contribute ideas to improve packaging. Packaging is reflection of the brand, its personality, style, mission and philosophy. When companies developing new packaging for its product they must be very precise and must provide information for the customers about the product and how to use it. Companies in Slovenia are getting aware of the importance of packaging. They collaborate with consumers through various contests where consumers developing packaging for companies. Like collaboration with Interspar to design packaging for milk. In cooperation with business newspaper Finance, Mercator published a contest for packaging that is made from environmentally friendly materials for organic goods and other Slovenian product. embalaža marketinško komuniciranje porabnik nakupna odločitev dizajn packaging marketing communication consumer purchase decision design true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-10-24 16:58:13 2012-01-20 09:23:36 2022-04-14 08:31:57 2023-12-28 03:11:02 2011 0 Žalec 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10936092 URN:SI:UM:DK:NBL3YNLE UNI_Volavsek_Andreja_2011.pdf UNI_Volavsek_Andreja_2011.pdf 1 A0C4A5065614A53BA17B24136208FDD0 5659839d42ffa210549a3a1c7052fb3a1cd7e5ecada28c3a71936950c89ef7e4 c77b0e58-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8320d3d9-09fa-4baf-b9a6-3b591990bc36 https://dk.um.si/Dokument.php?lang=slv&id=27155 Ekonomsko-poslovna fakulteta 0 0 0