Zgodbarjenje dogodka Pivo in cvetje

Jeseničnik, Tadeja

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Title:	Zgodbarjenje dogodka Pivo in cvetje
Authors:	ID Jeseničnik, Tadeja (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	VS_Jesenicnik_Tadeja_2023.pdf (1,63 MB) MD5: 354F8F12FE9CE3373E1457CBA6A2B18F
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Zgodbarjenje je v sodobnem tržnem okolju zaradi vseh svojih prednosti in zmožnosti vplivanja na čustva vedno bolj nepogrešljivo komunikacijsko orodje, ki se v podjetjih lahko uporablja na različnih področjih. Uporabo zgodbarjenja v vsakodnevni poslovni praksi v okviru trženja blagovne znamke ter komuniciranja opisujemo v prvem – teoretičnem – delu diplomskega dela, kjer prav tako opredeljujemo celoten proces zgodbarjenja – od ustvarjanja zgodbe do njenega posredovanja preko tradicionalnih in digitalnih marketinških komunikacijskih kanalov. V empiričnem delu opisujemo uporabo zgodbarjenja na primeru festivala Pivo in cvetje, ki ga organizira Pivovarna Laško. Na podlagi podatkov, pridobljenih iz internih virov podjetja, ugotavljamo, da je zgodbarjenje pomembno komunikacijsko orodje, ki se med drugim uporablja za grajenje blagovne znamke, saj sta festival in znamka Laško med seboj močno povezana. Zaradi te povezanosti zgodba festivala Pivo in cvetje odraža vrednote blagovne znamke in tako deluje v skladu s konceptom Doživi Laško, sprejmi izziv. Njeno oblikovanje poteka ob upoštevanju poslovnega modela podjetja, različnih omejitev, tveganj in v skladu s konceptom blagovne znamke, namen pa je z njo doseči najvišje reakcije, ki se merijo v okviru interne lestvice kreativnosti. Z analizo podatkov interne raziskave podjetja ugotavljamo, da ima zgodbarjenje velik vpliv na udeležbo na festivalu, pa tudi na njegovo prepoznavnost in prepoznavnost znamke Laško.
Keywords:	zgodbarjenje, zgodba, Pivo in cvetje, Laško, festival
Place of publishing:	Maribor
Publisher:	T. Jeseničnik
Year of publishing:	2023
PID:	20.500.12556/DKUM-84774
UDC:	659.3
COBISS.SI-ID:	167002627
Publication date in DKUM:	04.10.2023
Views:	427
Downloads:	75
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:	20.07.2023

Secondary language

Language:	English
Title:	Storytelling of the even pivo in cvetje
Abstract:	In the modern marketing environment, storytelling is an increasingly indispensable communication tool that can be used in companies in various fields, thanks to all its advantages and its ability to influence emotions. The use of storytelling in everyday business practice, in the context of branding and communication, is described in the first, theoretical part of the thesis, where we also define the entire storytelling process, from the creation of a story to its communication through traditional and digital marketing communication channels. In the empirical part, we describe the use of storytelling in the case of the Pivo in cvetje festival organised by Pivovarna Laško. Based on data obtained from the company's internal sources, we conclude that storytelling is an important communication tool used, among other things, for brand building, as the festival and the Laško brand are strongly interlinked. Because of this connection, the Pivo in cvetje story reflects the values of the brand and thus works in line with the concept of “Take up the challenge, experience Laško”. It is designed taking into account the company’s business model, various constraints, risks and in line with the brand concept, with the aim of achieving the highest reactions, as measured by the internal creativity scale. By analysing the company's internal survey data, we also find that storytelling has a significant impact on the participation in the festival itself, as well as on its visibility and the visibility of the Laško brand.
Keywords:	storytelling, story, Pivo in cvetje, Laško, festival

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