| Abstract: | The trademark LaboratoriHur, d.o.o, with its 30-year old tradition, is already well known brand name in the Italian market. Products are developed in their own laboratories with 99% natural ingredients. They also invented their own certificates, which the consumers can trust unconditionally. Each new product has a number of surveillance and market surveys, they also include the wishes of consumers and their needs. Unfortunately, due to its unrecognizability and high saturation of products on the Slovenian market, it is currently not available in major hypermarkets, shops or specialized stores.
The bachelor thesis is divided into theoretical and research work. In the first part we will learn some basic theoretical starting points, in order to facilitate further understanding, while in the second part we will try to approach the solution of the problem with which the brand in the Slovenian market faces. The brand is a relatively new and is almost unrecognizable in the domestic market, since the products are not available for larger sale at the moment. The distributor does not devote a lot of resources to the promotion itself. Improving the latter would surely raise visibility and thereby also a market share.
The body care market is one of the most important segments for this brand, and with solid foundations, the future looks promising. Huge effort and attention is invested in every single ingredient and every single product that appears later on the market. Due to the exceptional quality of products, we are sure of the success of our brand also in foreign markets, not only in the Italian market.
A few years ago, the Slovenian company Hebesa d.o.o. took over representation for the Slovenian market, but according to the available funds, it was not the most successful in introducing itself to the wider market. So far, the products are available in selected pharmacies and beauty parlors. In cosmetic salons, besides various services with their products, they also offer the purchase of the product, and we are very pleased that there are more and more such customers who appreciate the brand.
Due to the saturation of the market and the strong domestic cosmetics manufacturer, the penetration of sales policies will be tougher, but we believe that such quality products, with proper media support and promotion, simply have to succeed. |
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