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Title:RAZISKOVANJE LASTNIH IN TRGOVINSKIH BLAGOVNIH ZNAMK NA PRIMERU PODJETJA VITAL MESTINJE D.O.O.
Authors:ID Jagodič, Nina (Author)
ID Iršič, Matjaž (Mentor) More about this mentor... New window
Files:.pdf UNI_Jagodic_Nina_2009.pdf (1,39 MB)
MD5: 8AA5FD3306BBBD731E03B328C993A8DA
PID: 20.500.12556/dkum/ac83b1a0-3e74-4d7a-950f-ea0e08ef928e
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Na današnjem zelo konkurenčne in globalnem trgu je potrebno zraven tega, da izdelek ponudimo odjemalcem, le tega znati tržiti. Odjemalci se morajo v »poplavi« izdelkov s katerimi se vsak dan srečujejo odločiti za nakup tistega, ki jim najbolj zadovoljujejo njihove potrebe. Tu pa je vloga posameznega podjetja, da z različnimi marketinški aktivnostmi, ponudijo odjemalcem takšne izdelke. V svetu so se pojavile blagovne znamke predvsem zaradi razlikovalne funkcije, da odjemalci ločijo posamezne izdelke med seboj. Od podjetja samega pa je odvisno kako močne bodo te blagovne znamke in kakšno vlogo bodo imele v očeh odjemalcev. Podjetje Vital Mestinje d.o.o. prav tako deluje na zelo konkurenčnem trgu, vendar pa premalo sredstev namenijo za marketinške aktivnosti in večjo prepoznavnost. Njihova blagovna znamka Frupi je že vrsto let na trgu, a si nikoli ni izborila mesta med najbolj poznanimi blagovnimi znamkami v Sloveniji. Če hočejo na današnjem konkurenčnem trgu preživeti, bodo morali sprejeti strategije s katerimi bodo blagovno znamko Frupi predstavili širši javnost in si z močnim oglaševanjem pridobili boljši položaj na tržišču. Problem s katerimi se ubadajo tako v podjetju Vital Mestinje d.o.o. kot v ostalih podjetjih pa je tudi vedno večja prisotnost trgovskih blagovnih znamk na trgu, ki odžirajo mesta na prodajnih policah proizvajalcem in jih postavljajo v slabši položaj, predvsem zaradi občutno nižjih cen izdelkov trgovske blagovne znamke. Tako lahko govorimo o pojavu kanabalizacija med blagovnimi znamkami, kjer lahko na trgu preživijo le najmočnejši. V raziskavi, ki smo jo opravili v diplomski nalogi, smo ugotovili, da je jabolčni sok blagovne znamke Frupi podjetja Vital Mestinje d.o.o. kakovosten sok, primerljiv z jabolčnimi sokovi konkurentov, a problem se pojavi, ker njihova blagovna znamka ni prepoznana in nima lojalnih kupcev. Zato bi bilo potrebno nameniti sredstva za oglaševanje tega soka in poudariti njegovo kakovost in neoporečnost, saj po takšnih izdelkih odjemalci povprašujejo. Iz analize prodajnega asortimana podjetja Vital Mestinje d.o.o. pa je razviden tudi problem prevelikega števila izdelkov s katerimi podjetje upravlja. Določeni izdelki so za njih nerentabilni oziroma jim ne prinašajo velikih dobičkov, a jim vseeno namenjajo razpoložljive resurse. Na drugi strani pa imajo izdelke, ki so donosni, to so Frupi sirupi, katerim pa namenijo premalo pozornosti, čeprav jim prinašajo največ dobička. V podjetju vseskozi uvajajo in nove izdelke, brez marketinških raziskav iz katerih bi izvedeli potrebe odjemalcev, saj namen izdelkov, ki jih podjetja tržijo je ravno ta, da zadovoljujejo potrebe odjemalcev. Tako se mora podjetje zavedati, da je blagovne znamke potrebno vseskozi negovati, razvijat in krepiti. Vse glavne aktivnosti v marketingu morajo biti premišljeno načrtovane in strateško zastavljene.
Keywords:marketing, management izdelkov, blagovna znamka, odločitve glede blagovne znamke, trgovska blagovna znamka, podjetje Vital Mestinje d.o.o., marketinška raziskava.
Place of publishing:Maribor
Year of publishing:2009
PID:20.500.12556/DKUM-10760 New window
COBISS.SI-ID:9966876 New window
NUK URN:URN:SI:UM:DK:ZCUYTG43
Publication date in DKUM:08.10.2009
Views:3205
Downloads:538
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:RESEARCH OF OWN AND RETAIL BRANDS ON THE CASE OF COMPANY VITAL MESTINJE LTD.
Abstract:Nowadays, when the market is very competitive and global, the product must not only be available to the customers, but also needs to be successfully marketed. In a “flood” of products, customers have to decide for one that most successfully satisfies their needs. And here is the role of each company: to provide these products through various marketing activities. The reason why trademarks started appearing worldwide was due to the distinguishing function, so that customers would be able to distinguish between certain trademarks. However, it depends solely on the company how powerful these trademarks will be and what role will they play in the eyes of the customers. The company Vital Mestinje Ltd. appears in a very competitive market, but it allocates too little assets to marketing activities and greater recognition. Its trademark Frupi has been in the market for several years, but it never managed to achieve a good position among the most recognizable trademarks in Slovenia. If the company wants to survive in the today’s competitive market, it has to accept certain strategies to introduce the trademark Frupi to general public, and a strong advertising can help the company achieve more enviable position in the market. The problem of the company, similar to many other companies, is in the increasing number of own-label brands in the market, which are taking away space to other products and placing them in a worse situation. Reason for that are by far cheaper prices of those products. We can talk about the so called cannibalism among trademarks, where only the strongest ones will be able to survive in the market. In the research for my diploma work, I came to the conclusion that the apple juice of the trademark Frupi, produced by Vital Mestinje Ltd., is a quality juice, comparable with the competitors’ apple juices. But the main problem is that their trademark is not recognizable and does not have loyal buyers. Therefore it would be necessary to allocate assets to advertising of the juice and emphasize its quality and safety, as these are the kind of products that customers demand. The analysis of the range of Vital Mestinje Ltd. products showed the problem of too many products operated by the company. Certain products are economically unjustified or they do not bring any greater profit to the company. However, the company still allocates available assets to those products. On the other hand, the company has products that are profitable, for example Frupi syrups, but do not get enough attention, though they are the most profitable. There is a constant implementation of new products without any previous marketing researches which could help them get acquainted with customers’ needs, why the main purpose of products is to satisfy customers’ needs. The company should bear in mind that trademarks need to be nourished, developed and strengthened. All the main marketing activities should be carefully planned and strategically designed.
Keywords:marketing, the product management, trademark, decisions concerning trademarks, own-label brands, company Vital Mestinje Ltd., marketing research.


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