POSPEŠEVANJE PRODAJE V PODJETJU DANONE

Klavž, Petra

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Title:	POSPEŠEVANJE PRODAJE V PODJETJU DANONE
Authors:	ID Klavž, Petra (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	VS_Klavz_Petra_2012.pdf (1,99 MB) MD5: 0901BABCA8E8E44A6752F591689779BA PID: 20.500.12556/dkum/e4322a2a-863a-4903-bc8d-585b2ba7b863
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Del uspeha pri poslovanju podjetja je tudi marketinško komuniciranje, ki se osredotoča na celoten trg, od konkurence, trgovine, posrednikov do odjemalcev in vseh zainteresiranih na trgu. Z marketinškim komuniciranjem podjetje sporoča o svojem obstoju, lastnostih in prednostih, obvešča, opominja in prepričuje odjemalce na ciljnem trgu o svojih izdelkih, neposredno tudi olajšuje menjavo dobrin, prav tako pa tudi oblikuje, gradi in povečuje svoj ugled. Pri vsem tem pa moramo dobro poznati kdo, komu, kaj sporoča, po kateri poti in s kakšnim učinkom. Moja glavna tema, pospeševanje prodaje, je del spleta marketinškega komuniciranja, ki ga sestavljajo tudi oglaševanje, osebna prodaja, stiki z javnostmi in neposredni marketing. Pospeševanje prodaje je zbirka aktivnosti, ki jih potrebujemo za spodbujanje, zlasti kratkoročnih, da spodbudimo hitrejše in večje nakupe določenega izdelka oziroma storitve s strani odjemalcev ali trgovine. Vključuje vrste pospeševanja prodaje odjemalcem (kuponi, vračilo denarja, promocijske cene, programi zvestobe, vzorčenje, tekmovanja, nagradne igre, bonus pakiranja, garancije…), vrste pospeševanja prodaje trgovcem (nadomestila, brezplačno blago, cenovni popust) in vrste poslovnega pospeševanja prodaje (Konvencije in poslovni sejmi, prodajna tekmovanja, posebno oglaševanje). To orodje marketinškega komuniciranja izvaja tudi podjetje Danone, ki sem si ga izbrala za primer podjetja v diplomskem seminarju. Je zelo dobro poznana blagovna znamka, tako izven meja kot tudi v Sloveniji. Poznani so predvsem po mlečnih izdelkih (Activia, Actimel, Obstgarten, Fruchtzwerge, Na planincah…), prav tako pa so tudi zelo uspešni pri komuniciranju, kar se tudi pozna pri obsegu prodaje.
Keywords:	marketinško komuniciranje, splet marketinškega komuniciranja, pospeševanje prodaje, vrste pospeševanja prodaje, cilji pospeševanja prodaje
Place of publishing:	Maribor
Publisher:	[P. Klavž]
Year of publishing:	2012
PID:	20.500.12556/DKUM-37389
UDC:	658.8
COBISS.SI-ID:	11200540
NUK URN:	URN:SI:UM:DK:9ALOIP1C
Publication date in DKUM:	19.11.2012
Views:	3033
Downloads:	384
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	SALES PROMOTION IN DANONE COMPANY
Abstract:	The business is also a part of success in marketing communication, which is focused on the entire market, from competition, trade, intermediaries to customers and all interested in the entire market. With marketing communication a company reports about its existence, properties, benefits, informs, persuades and reminds customers in the target market of their products, facilitates the direct exchange of goods, and also designs, builds and enhances its reputation. In all this we need to know good who, whom, what reports in which way and with what effect. My main theme, the sales promotion is the part of marketing mix, which is composed by advertising, personal selling, public relations and direct marketing. Sales promotion is a collection of activities, which we need for encourage in particular short-term activities, to encourage faster and more purchases of a product or service by a consumer or trade. Includes three different types of sales promotion: consumer sales promotion (coupons, cash back, promotional prices, loyalty programs, sampling, contests, sweepstakes, bonus packs, warranty ...), trade sales promotion (allowance, free goods, discount price) and business sales promotion (convention and business trade fairs, sales contests, special advertising). This tool of marketing communication is also performed by company Danone, which I chose for example in the graduate seminar. It is very well known brand, outside as well as in Slovenia. They are known primarily for products from milk (Activia, Actimel, Obstgarten, Fruchtzwerge, Na planincah ...), but also they are very successful in communicating, which is also reflected in the volume of sales.
Keywords:	marketing communication, marketing mix, sales promotion, types of sales promotion, objectives of sales promotion

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