ANALIZA KOLEKTIVNE BLAGOVNE ZNAMKE

Hozjan, Katja

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Title:	ANALIZA KOLEKTIVNE BLAGOVNE ZNAMKE
Authors:	ID Hozjan, Katja (Author) ID Borec, Andreja (Mentor) More about this mentor... ID Lešnik Štuhec, Tanja (Comentor)
Files:	MAG_Hozjan_Katja_2016.pdf (1,54 MB) MD5: 9AF0C4E969C03E2BF1CF5FEDF50E9F33
Language:	Slovenian
Work type:	Master's thesis/paper
Organization:	FKBV - Faculty of Agriculture and Life Sciences
Abstract:	Leta 2010 je Javni zavod KP Goričko registriral KBZ KPG z namenom povezovanja pridelovalcev ustreznih prehranskih izdelkov ter izdelkov domače in umetnostne obrti, gostinsko-turističnih storitev in ponudbe nastanitve in bivanja ter drugih vsebin v območju KP Goričko. V današnjem tržnem okolju je blagovna znamka postala učinkovito sredstvo za prepoznavanje in razlikovanje ponudbe od ostale ponudbe blaga na trgu. Poleg tega blagovna znamka združenja predstavlja izziv za razvoj območja, upravljanje in izpolnjevanje pričakovanj prejemnikov. V ta namen smo pripravili raziskavo, katere cilj je pridobiti mnenja prejemnikov KBZ KPG za kategorijo prehranskih izdelkov o socio-ekonomskem vplivu uvedbe KBZ na njihovo dejavnost. V sklopu raziskave smo analizirali obstojoče in v bodoče atraktivne tržne poti prehranskih izdelkov označenih s KBZ KPG ter pridobili informacijo, ali bodo sedanji imetniki še uporabljali KBZ v primeru dodatnih predpisov in preverjanja kakovosti živil. Poleg anketiranja prejemnikov pa smo za potrebe ocene sedanjega stanja opravili poglobljene intervjuje z odgovornimi in drugimi sodelujočimi akterji, ki so vpeti v delovanje KP Goričko. Kljub številnim prednostim uvedbe KBZ na dejavnost pridelovalcev, ki jih navajajo številne raziskave, se pridelovalci v konkretnem primeru še vedno soočajo s številnimi težavami. Težavo predstavlja predvsem razdrobljena ponudba in majhne količine prehranskih izdelkov. Povezovanje je zgolj simbolično, saj pridelovalci še vedno posamezno nastopaju na trgu. Več pozornosti bi bilo potrebno nameniti sestavinam trženjskega spleta. Pri načrtovanju skupnih tržnih poti bi morali upoštevati tudi potrošnike, zato bi bilo primerno določiti potencialno velikost trga ter potrebe obstoječih in potencialnih kupcev prehranski izdlkov. KBZ KPG je bila ustanovljena v biotsko raznovrstnem okolju, zato ima še vedno številne možnosti, da te prednosti razvije in izkoristi.
Keywords:	kolektivna blagovna znamka, Krajinski park Goričko, prehranski izdelki, tržne poti
Place of publishing:	Maribor
Year of publishing:	2016
PID:	20.500.12556/DKUM-64682
NUK URN:	URN:SI:UM:DK:FCJNRLRD
Publication date in DKUM:	23.12.2016
Views:	2865
Downloads:	296
Metadata:
Categories:	FKBV
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Secondary language

Language:	English
Title:	ANALYSIS OF THE COLLECTIVE BRAND 'KRAJINSKI PARK GORIČKO' AND ITS SIGNIFICANCE FOR PRODUCERS
Abstract:	In 2010, the Public Institute of the Goričko Nature Park, registered the collective brand KPG to unite producers of food products, home-made products as well as art and craft products, and providers of hospitality and tourism services offering accommodation and stay and other facilities with in the Goričko Nature Park area. In today's marketing environment, a trade mark has become and efficient means of recogmizing and differentiation of a product offering from other products in the marketplace. Moreover, the collective brand represents a challenge for the development of the area, management and fulfilment of holders expectations. In this respect, we have made a survey to obtain feedback from the collective brand KPG holders, in the food product category, regarding socioeconomic impact of introduction of the collective brand in their business activity. As part of our survey we have analysed the existing and future attractive marketing channels of food products marked with collective brand KPG and obtained information whether the current holders would still use the collective brand in the case of additional regulations and food quality control. In addition to the polling of the collective brand holders, and for the purpose of the evaluation of the current situation, we have also performed in-depth interviews with competent and other participating persons or entities who are involved in the operation of the Goričko Nature Park. Despite the many advantages of the collective brand introduction, cited by numerous studies, the users in this specific case are still facing numerous difficulties. The problem is particularly in the fragmented offering and small qantities of food products. The uniting of producers is purely symbolic because they are still acting individualy on the market. More attention should be paid to the components of the marketing mix. In the planning of joint marketing channels consumers should also be taken into account, for which reason it would be appropriate to determine the potential size of the market and the needs of the existing and potential buyers of food products. The collective brand KPG has been established in a biodiverse enviroment, for which reason it still has numerous possibilities for development and use of the advantages.
Keywords:	collective brand, Goričko Nature Park, food products, marketing channels

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