OBLIKOVANJE TRGOVSKE BLAGOVNE ZNAMKE MERCATOR

Zavec, Branka

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Title:	OBLIKOVANJE TRGOVSKE BLAGOVNE ZNAMKE MERCATOR
Authors:	ID Zavec, Branka (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Zavec_Branka_2012.pdf (1,26 MB) MD5: D9EFB2332CD2A6E12BAA21AB31D98F69 PID: 20.500.12556/dkum/07127ccb-8f4c-4632-b5b7-6f9524ea2a73
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V prvem delu teoretičnih izhodišč sem opredeljevala blagovno znamko, ki je kompleksen pojem. V hierarhiji izdelkov je po Kotlerju blagovna znamka na šesti ravni, kar pomeni, da jo obravnavamo kot poseben izdelek. Osnovnim značilnostim namreč dodamo določeno vrednost, ki ima zelo velik vpliv na potrošnike. Marketinški izvajalci morajo raziskati, kaj je tista vrednost, ki zadovoljuje tako fizične kot čustvene potrebe porabnikov, in šele nato oblikovati primerno strategijo. Razlikovati morajo med pričakovano in zaznano vrednostjo izdelka, tako bodo potem videli tudi bistvo blagovne znamke, ki je sicer skrito globoko pod vodo, upoštevajoč Davidsonove ledene gore. Blagovno znamko lahko tolmačimo glede na vstopne in izstopne dejavnike ter časovno utemeljitev, najbolj izstopajoča pa je »blagovna znamka kot sredstvo za prikaz identitete«. Pri tej gre za navade, vrednote in cilje, ki kažejo značilnosti podjetja. V ta namen je treba komuniciranje usmeriti tudi k zaposlenim, ki bi se naj vedli tako, kot to predstavlja blagovna znamka. Ker pa je posameznikove vrednote težko prilagajati, se lahko zgodi, da jih zaposleni začnejo igrati, kar bodo porabniki sigurno opazili. Delodajalci se takšnim problemom izognejo z zaposlovanjem tistih ljudi, katerih vrednote so skladne z vrednotami blagovne znamke. Za lažje razumevanje tega tolmačenja je Kapferer oblikoval t.i. prizmo identitete, ki je sestavljena iz fizičnosti izdelka, odnosa, refleksije, osebnosti, samopodobe ter kulture. Da bi ti elementi zaživeli, mora blagovna znamka vsebovati tudi ime, logotip, slogan, simbol in embalažo. Blagovne znamke lahko med drugim razvrščamo glede na lastnika, kamor spada blagovna znamka distributerja, t.j. trgovska blagovna znamka, ki je obravnavana v drugem delu teoretičnih izhodišč. Prvič se pojavi okrog leta 1870, ko se je par trgovcev odločilo z lastno blagovno znamko označiti predvsem osnovne trgovske izdelke, ki so jih prodajali. Skozi desetletja so se poskušali z različnimi strategijami uveljaviti na trgu, za najučinkovitejšo pa se je izkazala centralizacija, ki je pomenila manj prodajaln, vendar z zelo veliko prodajno površino. Motiv za uvedbo trgovske blagovne znamke je v prvi vrsti povečanje dobička, trgovci pa želijo povečati tudi ugled in prepoznavnost podjetja, s katerim bi si zagotovili lojalnost obstoječih kupcev in pridobivanje novih. Prvotna ciljna skupina so bili bolj cenovno občutljivi kupci, nato pa so trgovci spoznali, da ne morejo konkurirati le na podlagi cen in preusmerili pozornost na kakovost. Laaksonen je s kombinacijo teh dveh elementov opredelil štiri razvojne faze trgovske blagovne znamke, pri čemer se od najnižje pa do najvišje faze kakovost stopnjuje, z njo pa se povečuje tudi cena, vendar kljub temu ostaja toliko nižja, da zagotavlja cenovno konkurenčnost. Ker se trgovec v zadnji fazi popolnoma vključi v upravljanje lastne blagovne znamke, se spremeni njegov odnos do kupcev in do proizvajalcev. Slednji smatrajo trgovsko znamko kot grožnjo, saj jim odžira tržni delež. Pritožujejo se, da trgovci izkoriščajo svojo moč in izvajajo nepotreben pritisk. Pri proizvajalcih izsilijo boljše pogoje poslovanja, saj le-ti živijo v strahu, da jih bodo trgovska podjetja odpisala, kar bi pomenilo precejšnjo škodo predvsem za šibkejša proizvodna podjetja. Drugi problemi, ki se pojavljajo, so vse manjša diferenciacija izdelkov, kanibalizacija, prednost trgovcev, da razpolagajo s prodajnimi površinami, velika koncentracija trgovin, pa tudi prihod t.i. hard diskonterjev. Trgovci bodo morali pokazati, da so zmožni odgovornega delovanja, saj v nasprotnem primeru škodijo celotnemu gospodarstvu. V ta namen se je razvil t.i. category management, s katerim imajo vsi udeleženci enake možnosti za uspeh. Od ustanovitve leta 1949 pa do danes se je Mercator razvil v eno največjih in najuspešnejših trgovskih verig v Jugovzhodni Evropi. Leta 1999 so začeli uvajati projekt lastne blagovne znamke, ki se danes ponaša s certifikatom »Trusted Brand«, imajo pa tudi več
Keywords:	prizma identitete, trgovska blagovna znamka, centralizacija, boj blagovnih znamk, upravljanje kategorij izdelkov, linije izdelkov
Place of publishing:	Maribor
Publisher:	[B. Zavec]
Year of publishing:	2011
PID:	20.500.12556/DKUM-22099
UDC:	658.6
COBISS.SI-ID:	11104284
NUK URN:	URN:SI:UM:DK:ITZA74HZ
Publication date in DKUM:	21.06.2012
Views:	3861
Downloads:	412
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	CREATING OF MERCATOR PRIVATE LABEL
Abstract:	In the first part of the theoretical principles, I identified the brand which is a complex concept. By Kotler, the brand is the sixth level of the product which means that it is regarded as a special product. There is some value added to the basic features that has a very large impact on consumers. Before formulating an appropriate strategy, marketing department must research what value satisfies both the physical and emotional needs of consumers. They must distinguish between expected and perceived value of the product, only then they will see the essence of the brand that is hidden deeply under water, taking into account Davidson’s iceberg. Brand can be interpreted according to the input and output factors and the time argument but the most prominent is “brand as a means to show identification”. With that we mean attitudes, values and goals that show characteristics of the whole company. For this purpose, communication should also be focused on employees so they can behave in a way brand represents. Since it is difficult to the individual to adapt those values, it is possible that employees start to play them which would consumers certainly notice. Employers avoid such problems by employing people whose values are consistent with the values of the brand. To understand this interpretation, Kapferer formulated the prism of identity which consists of physicality of the product, attitudes, reflections, self-image and culture. Those elements are shown through the name of the brand, logo, slogan, symbol and packaging. Brand can be classified according to the owner that includes a brand of distributor, i.e. private label which is discussed in the second part of the theoretical principles. It first appears around year 1870, when few retailers decided to create own label from the commercial products. Over the decades, they have tried different strategies to position their labels and the most effective strategy was centralization, meaning less stores but with very large sales area. Primary motive for creating private label is to increase profit but retailers also want to increase the reputation of a company to secure the loyalty of existing customers and to acquire new ones. At first, the target group were more price-sensitive customers but then retailers realized that they cannot compete only on price and redirect attention to quality. Laaksonen defined four developmental stages of private label, where the quality enhances and the price increases but still remains much lower to ensure price competitiveness. By fully involving retailer in managing private label, his attitude changed towards customers and manufacturers. The latter consider private label as a threat because it takes their market share. They complain about retailers exploiting their power and performing the unnecessary pressure. Manufacturers, especially weaker ones, live in fear they would fail if they don’t agree on better business condition for retailers. Other problems that occur are very small product differentiation, cannibalization, priority of retailers having sales areas, high concentration of stores, as well the arrival of hard discounters. Retailers have to show us that they are capable of responsible actions, otherwise they will harm the whole economy. To this end, there has been developed the so-called category management, where all participants have equal chances for success. Since its founding in 1949, Mercator has developed into one of the largest and most successful retail chains in South-Eastern Europe. In 1999, they started a project to introduce their own label which is today a “Trusted Brand” and accorded with ISO standards and other criteria. Employees are cooperating by developing new product lines and expanding product range in each line. Mercator supports domestic production and wants its products to be of some quality, so it is cooperating with more than 180 suppliers, of which over 70 % is Slovenian. Pekarna Grosuplje, Dvorec Trebnik and Kranjski kolaček are lines of products that carry tradition, Lumpi is for children
Keywords:	prism of identity, private label, centralization, war of brands, category management, lines of product

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