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Title:CILJNO TRŽENJE IN PROMOCIJA NOVEGA IZDELKA V PODJETJU LJUBLJANSKE MLEKARNE
Authors:ID Kokalj, Aleš (Author)
ID Šprajc, Polona (Mentor) More about this mentor... New window
Files:.pdf UN_Kokalj_Ales_2016.pdf (3,72 MB)
MD5: BA615C18443F40841E88255556C4D2B4
 
Language:Slovenian
Work type:Bachelor thesis/paper
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Trg se spreminja, zato je potrebno nenehno iskanje pravega razmerja med kakovostjo in ceno izdelkov. Konkurenca je velika, potrošniki postajajo liberalnejši. V diplomski nalogi predstavljamo trženjski splet za izdelek MU Extra sadni jogurt, ki je nov izdelek podjetja Ljubljanske mlekarne na slovenskem trgu in spada v blagovno znamko MU. Navajamo ključne ugotovitve podjetja, ki so bile podlaga za razvoj novega izdelka. Z raziskavo trga so ugotovili, da potrošniki blagovno znamko MU povezujejo s kakovostjo, kot pomemben nakupni dejavnik pa so potrošniki navedli sadni jogurt z veliko koščkov sadja. Na podlagi teh informacij, so si postavili merljive cilje, s katerimi želijo okrepiti svoj položaj sadnih jogurtov na trgu. Podjetje ne more oskrbovati vseh kupcev na trgu, zato teoretični del diplomske naloge zaključimo z osnovnimi kriteriji, ki so pomembni za podjetje, ko z novim izdelkom vstopa na trg. Na koncu diplomske naloge analiziramo raziskavo, ki smo jo izvedli preko spleta. Z anketo ugotavljamo poznavanje blagovne znamke MU med potrošniki in zadovoljstvo potrošnikov z novim izdelkom MU Extra.
Keywords:izdelek, blagovna znamka, trženjski splet, konkurenca, pozicioniranje
Place of publishing:Kranj
Year of publishing:2016
PID:20.500.12556/DKUM-59903 New window
COBISS.SI-ID:7618323 New window
NUK URN:URN:SI:UM:DK:JIILDGEZ
Publication date in DKUM:27.06.2016
Views:1965
Downloads:320
Metadata:XML DC-XML DC-RDF
Categories:FOV
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Secondary language

Language:English
Title:MARKET TARGETING AND NEW PRODUCT PROMOTION IN COMPANY LJUBLJANSKE MLEKARNE
Abstract:Because the market is always changing the company has to keep on loking for the right balance between quality and the price of its products. The competition is vast and consumers are becoming more liberal. The thesis presents the marketing mix of the product MU Extra fruit yogurt. It is a new product of the company Ljubljanske Mlekarne. We present the company’s key findings which were the basis for developing the new product. Market research found that consumers associate the brand name MU with quality. Consumers indicated that an important purchase factor is a yogurt with lots of pieces of fruit. Based on this information, they set measurable objectives with the aim of strengthening their position on the market of fruit yoghurts. The company cannot supply all the customers in the market, so the theoretical part of the thesis deals with the basic criteria, which are important for the company, when a new product enters the market. In the end, the thesis analysed the survey, which was conducted via the Internet. Using a questionnaire we researched brand awareness of MU amongst consumers and their satisfaction with the new product.
Keywords:product, brand name, marketing mix, competition, positioning


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