20.500.12556/DKUM-74621 Kritična ocena marketinške komunikacijske akcije v podjetju mercator d.d. Critical review of marketing communication campaign in mercator d.d. Na trgu izdelkov vsakdanje rabe vlada močna konkurenca, zato je potrebno, da podjetja s pomočjo dobre komunikacije privabijo stranke, da bodo pri njih kupile izdelke, ki jih lahko sicer dobijo pri drugih ponudnikih. Ponudba je lahko široka, kakovostna in cenovno dostopna, vendar je treba ljudi o tem obveščati in jih privabljati v prodajalne. Svoj 65. rojstni dan so obeležili s serijo nostalgičnih reklam, ki so v odjemalcih vzbudile spomine na stare čase in jih spomnile, kdo je z njimi že od začetka. Eden izmed glavnih razlogov za tako obsežno in agresivno marketinško akcijo je bil vse večja rast tujih trgovcev, kot sta Hofer in Lidl, ki sta s svojo ugodno ponudbo pridobila zajeten tržni delež na trgu izdelkov vsakdanje rabe. V diplomski nalogi sem v teoretičnem delu zajel vse elemente, ki so potrebni za izdelavo načrta marketinškega komuniciranja. V praktičnem delu sem te elemente povezal z Mercatorjevim načrtom marketinškega komuniciranja in ga podrobneje analiziral. There is a strong competition in the consumer goods market, which is why it is necessary for companies to attract customers using good communication skills, so that the customers will buy their products and not the products from other suppliers. The supply may be wide, high quality and affordable but people need to be informed of it and attracted to the stores. They marked their 65th birthday with a series of nostalgic commercials that brought back their customers' memories of old times and reminded them of who had been with them from the beginning. One of the main reasons for such a large-scale and aggressive marketing campaign was the increasing growth of foreign supermarket chains, such as Hofer and Lidl, which gained a significant market share with their favourable offer in the market of consumer goods. In the theoretical part of my diploma thesis I covered all the elements that are necessary for the development of a marketing communication plan. In the practical part I linked these elements with Mercator's marketing communication plan and analyzed it in more detail. marketinško komuniciranje trgovina na drobno načrt oglaševanje nostalgija. marketing communication retail trade planning advertising nostalgia true true false [J. Jager] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2019-09-02 11:33:48 2019-12-12 11:13:45 2022-08-09 09:19:49 2019-12-13 03:12:19 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 13500188 URN:SI:UM:DK:9PFLQQWA UN_Jager_Jan_2019.pdf UN_Jager_Jan_2019.pdf 1 5AFA53BF2D323F280F47C49C2D8E8C12 a55dbe198d5239de50465363b27ceb646db0fa661816f651089cab35700801e8 fc8fef95-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a54be226-c63a-4e7b-b6a9-03a2aa070fa2 https://dk.um.si/Dokument.php?lang=slv&id=138105 Ekonomsko-poslovna fakulteta 0 0 0