20.500.12556/DKUM-80160 Marketinški načrt za repozicioniranje izdelka jogurtova gibanica sirarne gorički raj Marketing Plan for the Repositioning of Product 'Jogurtova gibanica – desert' by Kmečka sirarna Gorički raj d.o.o. V magistrskem delu smo se osredotočili na pozicioniranje in repozicioniranje izdelka Jogurtova gibanica. Ugotavljali smo strateško pozicijo izdelka na slovenskem trgu ter pripravili načrt za repozicioniranje izdelka. V prvem delu raziskave smo raziskali teoretični vidik pozicioniranja in repozicioniranja blagovne znamke ter vsebino marketinškega načrta, ki lahko služi za uveljavljanje trenutne strategije v analiziranem podjetju. Namen teoretičnega dela raziskave je tako predstavljal seznanitev z uporabljenimi pojmi ter jih v nadaljevanju implementirati v obstoječo raziskavo. V drugem delu raziskave smo opravili analizo turističnih ponudnikov, s katero smo pridobili informacije o stanju v turistični panogi, za katero smatramo, da bi ob implementaciji izdelka Jogurtova gibanica v njihovo ponudbo oplemenitila obstoječo gastronomsko ponudbo v hotelih oziroma turističnih nastanitvah. V nadaljevanju smo izvedli analizo trga ponudnikov izdelkov, iz katere smo pridobili informacije o konkurentih na trenutnem tržišču, analizirali deserte glede na različne parametre ter s tem pridobili okvir za izvajanje ankete o zaznani vrednosti izdelka. Za podrobnejše razumevanje porabnikov smo opravili intervjuje, iz katerih smo pridobivali informacije o nakupnem vedenju odjemalcev, odjemalčevo lastno mnenje o izboljšavi izdelka, ter raziskati prednosti in pomanjkljivosti v očeh odjemalca. V nadaljevanju smo izvedli anketo, s katero smo pridobili informacije o zaznani vrednosti odjemalcev. S pomočjo anketnega vprašalnika smo na podlagi rezultatov prišli do različnih ugotovitev tako o tem, kdaj in kako potrošniki uživajo deserte, kakšna embalaža našega izdelka se jim zdi primerna, do tega, kakšna je zaznana vrednost deserta z dejansko vrednostjo. Pri slednji smo ugotovili, da prihaja do večjega odstopanja med zaznano in realno vrednostjo produkta. V zadnji fazi drugega dela raziskave smo opravili oceno dotičnega izdelka Jogurtova gibanica, podjetja Gorički Raj, ki je bil usmerjen na pridobivanje informacij o odnosu ter percepciji izdelka pri potrošnikih in njihovo mnenje o zaznani vrednosti ter primernosti prodaje omenjenega izdelka v restavracijah, slaščičarnah in hotelih. Rezultate smo nato predstavili in dodali svoje ugotovitve. Na podlagi izvedenih tako kvalitativnih kot kvantitativnih metod v raziskavi, smo prišli do ugotovitve, da je primerno repozicioniranje blagovne znamke, predvsem zaradi trenutne pozicije izdelka, kakor tudi vsebine, ki jo predstavlja. Smatramo, da izdelek Jogurtova gibanica sicer predstavlja lokalni Slovenski izdelek, vendar potenciala, ki ga ima s kakovostjo produkta, ne trži zadostno. Slednje ugotovitve smo podrobneje predstavili v raziskavi. In the master's thesis, we focused on the positioning and repositioning of the product »Jogurtova Gibanica«. We determined the strategic position of this product in the Slovenian market and prepared a plan for its repositioning. In the theoretical part of our thesis, we explored various apsects of brand positioning and repositioning and the content of a marketing plan, which can serve to implement the existing strategy in the analysed company. The purpose of the theoretical part of the thesis was to develop the foundation fort he subsequent empirical study. In the empirical part of the research, we analysed tourism providers in the region, which gave us information regarding the situation in the tourism industry and, more specifically, the existing gastronomic offer. We argue that introducing the product »Jogurtova Gibanica« would enrich the existing gastronomic offer in hotels and other tourist accommodation. Next, we performed a market analysis of comparable product providers, which gave us information on competitors in the current market. We also analysed comparable products (i.e., desserts) based on various parameters, thus obtaining a framework for conducting a survey on the product's perceived value. For a more detailed understanding of consumers, we conducted interviews where we obtained information about customers' buying behavior and their opinion on product improvement; also we explored the product's advantages and disadvantages as perceived by consumers. Subsequently, we conducted a survey to obtain information on the perceived value for consumers. Our survey gave us information about when and how consumers enjoy desserts, what packaging of our product they think is appropriate, and the perceived value of the dessert in relation to its actual value. Here, we established a large discrepancy between the product's perceived value and its real value. In the last phase of the second part of the research, we evaluated the product »Jogurtova Gibanica« made by the company Gorički raj. Here we focused on obtaining information about consumers' attitude towards and perception of the product and their opinion on the perceived value and suitability of selling the product in restaurants, confectioneries, and hotels Our qualitative and quantitative research concluded that it is appropriate to reposition the brand, mainly due to its current position and the content it represents. We argue that the product »Jogurtova Gibanica« is a local Slovenian product, but its potential is not market to the extent it would deserve in light of its quality, which we present in great detail in our discussion. pozicioniranje repozicioniranje marketing Jogurtova Gibanica marketinški načrt. positioning repositioning marketing »Jogurtova Gibanica« marketing plan. true true false B. Jeza Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-08-31 18:25:57 2021-10-22 09:15:14 2022-08-09 22:33:21 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 81900035 MAG_Jeza_Blaz_2021.pdf MAG_Jeza_Blaz_2021.pdf 1 B7E01AE4F531AAFCCE4DA04EE0834B5D b0aea5bc4cf174c36b755967883133b8fe622e48ded2c3d8c35dcb64c2cc5ca8 e48559ba-1d13-11ec-88ff-00155d000105 20.500.12556/dkum/114d11f2-a099-4eab-a8ef-7d8f499bb52a https://dk.um.si/Dokument.php?lang=slv&id=154433 Ekonomsko-poslovna fakulteta 0 0 0