POMEN IN VLOGA EMBALAŽE V MARKETINŠKEM KOMUNICIRANJU; PRIMER EMBALAŽE KOZMETIKE AFRODITA

Volavšek, Andreja

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	POMEN IN VLOGA EMBALAŽE V MARKETINŠKEM KOMUNICIRANJU; PRIMER EMBALAŽE KOZMETIKE AFRODITA
Authors:	ID Volavšek, Andreja (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Volavsek_Andreja_2011.pdf (3,07 MB) MD5: A0C4A5065614A53BA17B24136208FDD0 PID: 20.500.12556/dkum/8320d3d9-09fa-4baf-b9a6-3b591990bc36
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	POVZETEK Embalaža nekega izdelka zajema vse v kar blago spravljamo za transport. Glede na potrebe izdelka izberemo embalažo, ki je najbolj primerna. Embalaža mora izdelek zavarovati pred vplivi okoljam, olajšati mora transport in skladiščenje izdelkov ter vsebovati informacije, ki jih potrošnik potrebuje pri nakupni odločitvi. Pomembna funkcija embalaže v marketinškem komuniciranju je tudi pospeševanje prodaje. To je vezano predvsem na vizualni del embalaže. Pomembno je da embalaža pri potrošniku vzbudi čustva in občutke ter porabniku posreduje določeno sporočilo. To pa lahko dosežemo z uporabo barv, z velikostjo in obliko embalaže ter materialom iz katerega je embalaža izdelana. S pomočjo teh elementov lahko porabnik nek izdelek hitreje zazna na prodajni polici in se odloči za nakup. Na tržišču je danes ogromno izdelkov, potrošnik pa se pri nakupni odločitvi srečuje z možnostjo izbire. S pravilno oblikovano embalažo, ki vsebuje odmevno sporočilo je izdelek na tržišču konkurenčen. Podjetja se morajo zavedati pomembnosti embalaže in se truditi za izbljšavo le te. Pomembno je mnenje porabnikov, katero lahko pripomore k izboljšavam embalaže in posledično večji prodaji izdelka. Embalaža prav tako izžareva bistvo blagovne znamke, njeno osebnost, slog, poslanstvo in filozofijo. Zato moramo biti pri načrtovanju in oblikovanju dizajna embalaže natančni, prav tako pa mora embalaža potrošniku nuditi informacije o izdelku in uporabi le tega. V Sloveniji se podjetja čedalje bolj zavedajo pomena embalaže. Obračajo se na potrošnike z raznimi natečaji kjer embalažo oblikujejo potrošniki, poznana je embalaža za mleko trgovskega podjetja Interspar. Podjetje Mercator pa je v sodelovanju s časnikom Finance meseca junija objavil razpis "Idejne rešitve za embalaže, narejene iz okolju prijaznih surovin za pakiranje ekoloških in drugih izdelkov slovenskega porekla."
Keywords:	embalaža, marketinško komuniciranje, porabnik, nakupna odločitev, dizajn
Place of publishing:	Žalec
Year of publishing:	2011
PID:	20.500.12556/DKUM-21091
ISBN:	658.6
COBISS.SI-ID:	10936092
NUK URN:	URN:SI:UM:DK:NBL3YNLE
Publication date in DKUM:	20.01.2012
Views:	4386
Downloads:	791
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:	English
Title:	THE IMPORTANCE OF PACKAGING IN MARKETING COMMUNICATION; STUDY CASE: PACKAGING OF COSMETIC BRAND AFRODITA
Abstract:	ABSTRACT The packaging of a product includes everything that covers goods for transport. We must choose packaging that is the most appropriate and it is depending on the needs of the goods. Packaging must protect product from the environmental influences, make transport and storage of the product possible and provide information for the consumers. An important function of packaging in marketing communication is to increase sales. This is connected with the visual part of the package. It is important that the packaging stimulates emotions and feelings to the consumer, and deliver specific message to the potential buyers. This can be achieved with the specific colors, the size and shape of the packaging or with the right selection of the material from which the packaging is designed. With all these items the customer can quickly detect a product on the shelf and later purchase our product. Most of the world’s industries can produce more goods that consumers can buy. Consumer is always facing a choice which product to buy. We can make competitive product with the right design of the packaging that contains the outspoken message. It is important for companies to understand the importance of packaging and always try to improve it. They should listen to customers which can contribute ideas to improve packaging. Packaging is reflection of the brand, its personality, style, mission and philosophy. When companies developing new packaging for its product they must be very precise and must provide information for the customers about the product and how to use it. Companies in Slovenia are getting aware of the importance of packaging. They collaborate with consumers through various contests where consumers developing packaging for companies. Like collaboration with Interspar to design packaging for milk. In cooperation with business newspaper Finance, Mercator published a contest for packaging that is made from environmentally friendly materials for organic goods and other Slovenian product.
Keywords:	packaging, marketing communication, consumer, purchase decision, design

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back