Položaj in prepoznavnost blagovne znamke Fruc na slovenskem trgu

Domitrovič, Leonela

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Title:	Položaj in prepoznavnost blagovne znamke Fruc na slovenskem trgu
Authors:	ID Domitrovič, Leonela (Author) ID Marič, Miha (Mentor) More about this mentor... ID Vukovič, Goran (Comentor)
Files:	UN_Domitrovic_Leonela_2018.pdf (1,66 MB) MD5: B8CD38203C1F3A5B6348F60977129572 PID: 20.500.12556/dkum/eb6d8b23-0813-44f6-a433-bf34b94486f0
Language:	Slovenian
Work type:	Bachelor thesis/paper
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	Proučili bomo različne marketinške teorije, ki govorijo o pomenu blagovne znamke za podjetje, njenem položaju, prepoznavnosti in pozicioniranju. V nadaljevanju predstavljamo metode in tehnike, ki pomagajo pri raziskavi in posledično pri podajanju predlogov. Predstavljeni so nekateri osnovni modeli, ki pomagajo razumeti opredelitev blagovne znamke in njen položaj, prepoznavnost in pozicioniranje na trgu. Naša tematika se nanaša na panogo sadnih brezalkoholnih pijač. Osredotočili se bomo na blagovno znamko sadnih sokov Fruc, ki je blagovna znamka v lasti podjetja Fructal, d.o.o. Zanimalo nas je, kako se potrošniki odzivajo na blagovno znamko na trgu. Za uspeh blagovne znamke sta ključna dober položaj in prepoznavnost na zasičenem trgu sadnih pijač v Sloveniji. Z raziskavo bomo dobili jasnejšo sliko stanja v panogi sadnih pijač v Sloveniji in videli, kakšen je položaj blagovne znamke Fruc glede na preostalo konkurenco. Primerjali bomo ugotovitve raziskave z ugotovitvami zadnje raziskave podjetja Fructal d.o.o., kar nam bo dalo jasnejšo sliko stanja na trgu sadnih pijač v zadnjem letu. Ovrednotili bomo odziv uporabnikov na blagovno znamko Fruc, njene dejavnike, različne okuse, oglaševanje ter oceno priljubljenosti in pozicije. Na podlagi ugotovitev raziskave bomo podali predloge, kaj lahko podjetje stori, da bi še dodatno izboljšalo položaj in prepoznavnost blagovne znamke Fruc. Iz pregleda in primerjave stanja je razvidno povečanje uporabe sadnih pijač med potrošniki. Ugotovili smo, da se blagovna znamka Fruc učinkovito prebija v ospredje v panogi sadnih pijač in da so se dejavniki za izbiro Fruca v zadnjem letu precej spremenili.
Keywords:	blagovna znamka pozicioniranje položaj blagovne znamke prepoznavnost blagovne znamke
Place of publishing:	Maribor
Year of publishing:	2018
PID:	20.500.12556/DKUM-70402
COBISS.SI-ID:	8023315
NUK URN:	URN:SI:UM:DK:BWWUSCVC
Publication date in DKUM:	25.05.2018
Views:	1966
Downloads:	300
Metadata:
Categories:	FOV
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	09.05.2018

Secondary language

Language:	English
Title:	Position and visibility of brand fruc on slovenian market
Abstract:	We will explore various marketing theories explaining the importance of the brand for a company, its position, visibility and positioning. Afterwards we present methods and techniques that help us with the research and consequently whit submitting proposals. Some basic models are presented, which help us to understand, defining the brand and its position, visibility and positioning in the market. Our topic refers to the fruit soft drinks drink industry, we will focus on a fruit juice brand Fruc, which si a brand owned by Fructal d.o.o. We ware interested in how costumers in the market respond to the brand. For success of the brand, a good position and visibility are crucial in a saturated market of fruit drinks in Slovenia. Through our research we will get a clearer picture of the situation in the fruit drinks industry in Slovenia, and see the position of the Fruc in relation to the remaining competition. We will compare the findings of our research with the findings of the latest research by Fructal d.o.o., which will give us a clearer picture of the situation on the market for fruit drinks in the past year. We will evaluate the response of users to the Fruc brand, its factors, different tastes, advertising, and the rating of popularity and position. Based on the findings of our research, we will make suggestions on what the company can do to improve the position and visibility of the brand Fruc. From the review and comparison of the situation, the consumption of fruit drinks among consumers is evident. We found that brand Fruc is effectively breaking up in the fruit industry sector and that the selection factors for choosing Fruc have considerably changed over the past year.
Keywords:	brand positioning brand position brand awareness

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