20.500.12556/DKUM-44841 MARKETINŠKO KOMUNICIRANJE PICERIJE PRI SINIČEVEM MLINU MARKETING COMMUNICATION IN THE PIZZERIA PRI SINIČEVEM MLINU Visoka konkurenčnost in upadanje kupne moči prebivalstva, sta glavna izziva, s katerimi se soočajo mnoga podjetja v prehranjevalni industriji, tudi picerije. Na območju Maribora z okolico sta tovrstna problema še izraziteje prisotna, zato je za preživetje in obstoj picerije ključno dobro marketinško komuniciranje s ciljno skupino ljudi ob danih finančnih zmožnosti. Picerije se soočajo na eni strani s konstantnimi (ali naraščajočimi) stroški, na drugi strani pa z upadanjem prihodkov. Na odhodkovni strani picerije nimajo veliko prostora za stroškovno učinkovitost, saj je veliko stroškov fiksnih, na katere ni mogoče vplivati v večjem obsegu. Zato je glavni fokus na prihodkovni strani, s premišljeno strategijo marketinškega komuniciranja, ki je usmerjena v privabljanje novih strank in povečanje zadovoljstva obstoječih. V preučevani Piceriji pri Siničevem mlinu v Hočah, se omenjenih problemov zavedajo in jim posvečajo veliko pozornosti. Po besedah lastnika picerije, so glavna ciljna skupina lokalni prebivalci (predvsem otroki), poslovne ženske in športni navdušenci zaradi bližine Pohorja. Velik del aktivnosti usmerjen k doseganju zadovoljstva, so dodatne storitve, ki so na voljo ob obisku picerije. Te so predvsem namenjene otrokom v obliki otroških igral in pokritega nogometnega igrišča. Prav tako se picerija nahaja na območju neokrnjene narave, ki omogoča lep razgled. Do sedaj so bile marketinške aktivnosti izvedene v manjšem obsegu, predvsem z letaki razdeljenim lokalnim prebivalcem, sodelovanje z marketinškimi agencijami, katerih namen je pospeševanje prodaje in sodelovanje in organiziranje različnih dogodkov. Kljub finančnim omejitvam, so na voljo še nekatere neizkoriščene priložnosti picerije, kot je predvsem bolj aktivno oglaševanje na družbenih omrežjih (Facebook in Twitter), kot tudi posodobitev in ažurnost spletne strani. Prav tako picerija še ni izkoristila nekaterih cenovno ugodnejših načinov oglaševanja, kot so npr. Google Ads. A great number of rival business concerns and the decrease of buying power among the population are the biggest two challenges for several companies in the nutrition industry, therefore also for pizza restaurants. These two problems especially stand out in the area of Maribor and its districts that is why the marketing communication under the given finances with the aim group is crucial for the existence and success of a pizza restaurant. These restaurants are confronted with constant (or rising) costs on one side and the decrease of incomes on the other side. The cost side of the pizza restaurant does not give a lot of space for cost efficiency, since numerous costs are fixed and therefore the restaurants cannot have great influence on them. That is why the main focus lies on the right strategy of marketing communication, which aim is to attract more new customers as well as keeping the present ones satisfied. The pizza restaurant Picerija pri Siničevem mlinu in Hoče where this research was carried out is very well aware of these problems and focuses the attention directly on this point. The main customers of the pizza restaurant, according to the owner, are the local population (especially children), business women and sport enthusiasts because of the nearby hill Pohorje. A great number of activities that are focused into achieving a high level of satisfaction are extra services, which are offered while visiting the pizza restaurant. These are first and foremost meant for children, such as a children’s playground with a climbing frame and a covered football field. The restaurant is also located in an area that gives a great view of the surrounding nature. Up till now the marketing activities were carried out in a small amount, mostly with the help of leaflets given out to the local people, cooperation with marketing agencies, with the aim of sale promotion and cooperation as well as organizing different events. In spite of the financial restraints, there are some unused possibilities for the pizza restaurant, such as advertisements on the social networks (Facebook in Twitter), as well as updating the website. The restaurant has not used some possibilities of advertisement with relatively low prices, e. g. Google Ads. marketinško komuniciranje picerija pri Siničevem mlinu oglaševanje pospeševanje prodaje ciljna skupina SWOT analiza marketing communication pizza restaurant Picerija pri Siničevem mlinu advertisement sale promotion aim group SWOT analysis true true false [B. Gorjup] Slovenski jezik Angleški jezik Diplomsko delo 2014-06-26 13:32:58 2015-06-22 12:15:00 2022-05-14 03:06:10 2021-05-01 03:34:42 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 2017-09-01 659.1 12007196 URN:SI:UM:DK:4KICGV5M UNI_Gorjup_Branka_2014.pdf UNI_Gorjup_Branka_2014.pdf 1 0104DE9E1FDC1F2C9022CF638D470E62 80b3e5f220d0480d07ea62895a2653fdab1f4c4d786d0ae2f7b4ee9aa6b2cb3b f32583af-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=64588 Ekonomsko-poslovna fakulteta 0 0 0