20.500.12556/DKUM-58058 PRENOVA BLAGOVNE ZNAMKE IN VPLIV NA POSLOVANJE PODJETJA NA PRAKTIČNEM PRIMERU MLEKARNE CELEIA D. O. O. RENOVATION OF TRADEMARK AND INFLUENCE ON BUSINESS OF COMPANY MLEKARNA CELEIA D. O. O. V diplomskem delu proučujemo primer slovenskega živilskega proizvajalca mlečnih izdelkov Mlekarne Celeia d.o.o., ki je konec leta 2010 začela s prenovo blagovne znamke Zelene doline. Zaradi staromodnega dizajna in neprepoznavnosti na trgu so embalažo temeljito prenovili. Prenova pa je zajemala tudi vsebinski del, saj so iz uporabe izključili umetna sladila in barvila ter jih nadomestili z naravnimi. V diplomskem delu najprej predstavimo osnovne pojme o embalaži. Govorimo o funkciji embalaže, embalažnih materialih, sestavi embalaže in embalaži v marketingu. Nato predstavimo podjetje Mlekarna Celeia, njegovo zgodovino, razloge za prenovo blagovne znamke in njen potek. Raziskovanje konkretnega primera zaokrožimo z navajanjem rezultatov raziskave, ki smo jo z anketo izvedli med potrošniki. Rezultati kažejo, da je prenova blagovne znamke dosegla svoj namen, saj so povečali tržni delež v Sloveniji. Skoraj 50 % anketiranih kupuje izdelke redno in večini se zdijo izdelki blagovne znamke Zelene doline v primerjavi z ostalimi blagovnimi znamkami dovolj prepoznavni na prodajnih policah. The thesis studies a Slovenian food manufacturer of dairy products Mlekarna Celeia, which has began in late 2010 with renovation of their brand »Zelene doline«. Beacuse of the old-fashioned design of packaging and unrecognizable position on the market, they have profoundly redesigned their packaging. The renovation has salso included the renovation on the contenting part, since they have excluded artificial sweeteners and colourants and raplaced them with natural ones. The thesis first presents the basic concepts of packaging, the functions of packaging, packing materials, the composition of packaging and the role of packaging in marketing. Later we present the company Mlekarna Celeia, its history, the reasons and the course of re-branding. Researching is rounded up with listing results of a research, that we have carried out among consumers. The results indicated that the renewal of the brand achieved its purpose, since the market share in Slovenia has increased. Almost 50% of respondents buy product on a regular basis and most of all respondents believe that the brand »Zelene doline« is sufficiently recognizable on the shelfs compared to the other brands. blagovna znamka Mlekarna Celeia embalaža lonček dizajn trademark Mlekarna Celeia packaging cup design true true false [A. Pšaker] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-05 15:38:11 2016-07-21 10:06:52 2022-06-16 03:06:41 2019-07-11 10:27:06 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12403484 URN:SI:UM:DK:4RGCOGAL VS_Psaker_Ales_2016.pdf VS_Psaker_Ales_2016.pdf 1 4F445422DA50B1B977C4FF1D15E8088C 68abe9ca3ac150fa1b1771341d4b221dd571a787341bc2bb60504a7d5685e4f9 a942faf6-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=93866 Ekonomsko-poslovna fakulteta 0 0 0