Mednarodno trženjsko komuniciranje v panogi energijskih pijač

Kunstič, Lara

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Title:	Mednarodno trženjsko komuniciranje v panogi energijskih pijač
Authors:	ID Kunstič, Lara (Author) ID Korez Vide, Romana (Mentor) More about this mentor...
Files:	UN_Kunstic_Lara_2020.pdf (695,71 KB) MD5: 848EDC554DDFB09B4F0188B51E14C3A8 PID: 20.500.12556/dkum/60a8f046-9109-4f62-a04c-34d508f6c1a8
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Dandanes so energijske pijače napitek, ki se ga poslužujejo skoraj vse generacije. Ljudje jih pijejo tako v prostem času kot tudi v službi. Prisotnost energijskih pijač bi v tem trenutku lahko primerjali s prisotnostjo mineralne vode. Trend rasti energijskih pijač na trgu brezalkoholnih pijač pa vse to potrjuje. Podjetja v tej panogi sledijo digitalizaciji in tudi narekujejo trende digitalnega trženja. Podjetja v industriji energijskih pijač svojim porabnikom ustvarjajo skupnost določene blagovne znamke in z njo povezanega življenskega stila. To uspešno počnejo z digitalnim trženjskim komuniciranjem na različnih spletnih platformah, televizijskih kanalih in radijskih postajah. Podjetja z aktivno prisotnostjo na družbenih omrežjih zvišujejo svoj tržni delež in priljubljenost pri celotni populaciji, za kar je prav tako zaslužna njihova strategija vplivnostnega marketinga. Diplomski projekt je razdeljen na teoretični in empirični del. V prvem delu so predstavljeni glavni pojmi obravnavane teme, kot so mednarodno in digitalno trženjsko komuniciranje ter njuni instrumenti oz. mediji. Empirični del se prične s vpogledom v industrijo energijskih pijač, njene tržne trende ter proizvajalce, med katerimi se osredotočamo na največja konkurenta Red Bull in Monster. V nadaljevanju izvedemo primerjalno analizo mednarodnega trženjskega komuniciranja obeh navedenih podjetij.
Keywords:	mednarodno trženjsko komuniciranje, digitalno trženjsko komuniciranje, družbena omrežja, energijske pijače, Red Bull, Monster
Place of publishing:	Maribor
Publisher:	[L. Kunstič]
Year of publishing:	2020
PID:	20.500.12556/DKUM-77583
UDC:	339.9:316.7
COBISS.SI-ID:	57657091
NUK URN:	URN:SI:UM:DK:RMRPOLGH
Publication date in DKUM:	30.03.2021
Views:	1399
Downloads:	134
Metadata:
Categories:	EPF
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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:	04.09.2020

Secondary language

Language:	English
Title:	International marketing communication in the energy drinks industry
Abstract:	Nowadays, energy drinks are a type of beverage that is consumed by almost all generations. People drink them in their spare time, during recreational activities, at work or even at parties. Currently, the prevalence of energy drinks could be compared to that of mineral water. This is confirmed by the growth trend seen in the share of energy drinks on the market. Companies in this field embrace digitalisation and even set the trends of digital marketing. The companies in the energy drinks industry create a community linked to a specific brand for their customers and offer them a lifestyle, connected with those brands. They achieve this with digital marketing communication on different online platforms, spanning from social media to own television channels and radio stations. Due to their active presence on social networks, companies increase their market share and popularity among entire generations, which is also due to their strategy of linking famous individuals with a particular brand of energy drinks. This thesis consists of a theoretical and empirical part. In the first part, I will present key terms used in this thesis, namely international marketing communication and digital marketing communication alongside their instruments or media. The empirical part begins with an overview of the energy drinks industry, its marketing trends and manufacturers and this is where I will present the two largest competitors Red Bull and Monster. This part is followed by a comparative analysis of the international marketing communication implemented by the aforementioned agents.
Keywords:	international marketing communication, digital marketing communication, social networks, energy drinks, Red Bull, Monster

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