Nebesedno komuniciranje pri prodaji izdelkov blagovne znamke "HAPPENING"

Šuhel, Kristina

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Naslov:	Nebesedno komuniciranje pri prodaji izdelkov blagovne znamke "HAPPENING"
Avtorji:	ID Šuhel, Kristina (Avtor) ID Mumel, dr. Damijan (Mentor) Več o mentorju...
Datoteke:	VS_Suhel_Kristina_2009.pdf (518,40 KB) MD5: 8F4F7F124440CE70A1DF4022550ED068 PID: 20.500.12556/dkum/503cb47b-2c75-4447-bfe8-7520e81cd7c2
Jezik:	Slovenski jezik
Vrsta gradiva:	Diplomsko delo
Organizacija:	EPF - Ekonomsko-poslovna fakulteta
Opis:	Komuniciranje spremlja človeka skozi vso njegovo življenje. Glede nato, da skoraj tretjino življenja preživimo v službi, velik del komunikacij poteka prav na delovnem mestu. Podjetje komunicira z obstoječimi, možnimi uporabniki, z zaposlenimi … Komuniciranje poteka z namenom, saj želimo od prejemnika sporočila določen odziv. Največji del komuniciranja zajema prav nebesedno komuniciranje, s katerim želi izvajalec marketinga ustvariti sliko o sebi in pripraviti javnost do aktivnosti, npr. do nakupa. Zato pa je pomembno dobro poznavanje ciljne skupine. Potrebno je proučiti njihove demografske, psihografske in vedenjske značilnosti ter na podlagi teh podatkov prilagoditi obliko nebesedne komunikacije. Še tako majhen del te komunikacije je zelo pomemben za odjemalca. Razlog pa je predvsem v tem, da živimo v zasičenem trgu. Tako poskuša podjetje Anemona d.o.o. z oblikami nebesednega komuniciranja ustvariti ugoden image izdelkom blagovne znamke HAPPENING. Odjemalci se ne odločajo za nakup samo na podlagi kakovostnih izdelkov in cene. Na nakupno odločitev vpliva vrsto drugih dejavnikov, kot so zaupanje blagovni znamki in prodajalcu, všečnost prodajnega prostora in embalaže …Dandanes je potrebno blago prodajati, prodaja je komuniciranje, 80% komunikacij pa poteka nebesedno. Tega se v našem podjetju še kako zavedamo, saj se je v zadnjih nekaj letih v Celju odprlo več kot 40 novih trgovin s tekstilom, ki se prav tako trudijo biti kvalitetni v svoji panogi. Locirani so na obrobju mesta, kjer se je zgradilo nekaj velikih centrov, mesto pa skorajda izumira. Ljudje se ne sprehajajo več po mestu, ampak po centrih. V današnjem času ostaja vse manj časa za nakupovanje, zato ljudje v široki in pestri ponudbi izbirajo med tistimi, ki bodo hitro in učinkovito zadovoljili njihovo potrebo. Proces odločanja pa je enostavnejši, če ljudje zaupajo blagovni znamki. Ni nujno, da se bo odjemalec odločil za nakup, če bo izdelek dobro poznal, pomembno je, da zaupa blagovni znamki. Del celostne podobe blagovne znamke sestavljata barva in znak. Kajti ko odjemalec pomisli na določeno blagovno znamko, ima v mislih znak in barvno kombinacijo. Kako izbrati pravilno barvo v marketingu pravil sicer ni, vendar obstajajo določene barve, ki so za določeno industrijo bolj primerne. Vsekakor pa daje pri izboru barvne kombinacije najbolj primerne informacije segmentacijska analiza. Vsak posameznik drugače doživlja barve, vendar jih lahko določamo znotraj določenega segmenta ljudi. Črno-modra in črno-bela kombinacija se največkrat uporabljata v bančništvu in financah. Vsekakor ne sporočata žalosti, zaprtosti, ampak luksuz. Izbor črno-bele kombinacije pri prodaji izdelkov blagovne znamke HAPPENING vsekakor ustreza izbrani ciljni skupini. To dokazuje tudi poskus z rdeče-belo kombinacijo nosilnih vrečk, ki imajo popolnoma drugačno sporočilno vrednost. S to kombinacijo podjetje ne bi doseglo povečanje zanimanja za izdelke te blagovne znamke. Morda v okolju deluje bolj opazno, vendar negativno vpliva na izbrano ciljno skupino. Pravilen izbor barvne kombinacije potrjuje tudi prodajni prostor, priponka, obrazec za izložbene cene in oblačila prodajalke. Barvno kombinacijo pa dopolnjuje znak ali ime blagovne znamke. HAPPENING je v naši kulturi zelo preprosto in lahko zapomljivo ime. Je sicer angleškega izvora in pomeni dogodek, pripetljaj. Angleščina je prvi in osnovni tuji jezik v naši kulturi, zato je ta izraz pri nas tudi zelo poznan. Tako se samo ime blagovne znamke uporablja kot svoj znak, ki se pojavlja na embalaži, pred vhodom v prodajni prostor, na vsakem artiklu posebej in še stranke pravijo: »Kupujem v HAPPENIN-gu«. Torej, označuje tudi ime prodajalne. Za izbiro dobrega imena je pomembno, da je le-ta kratek, lahko zapomljiv in sploh ni nujno, da kaj pove. Možgani pa si najbolj zapomnijo imena, ki so edinstvena, nenavadna, drugačna, kreativna, ki tako ali drugače izstopajo in niso pretežka za izgovorjavo. Znani pregovor pravi: »Na koncu ostane vedno le ime«. N
Ključne besede:	Komuniciranje, poslovno komuniciranje, nebesedno komuniciranje, blagovna znamka
Kraj izida:	Maribor
Leto izida:	2009
PID:	20.500.12556/DKUM-9812
COBISS.SI-ID:	9904156
NUK URN:	URN:SI:UM:DK:B0EWNUI7
Datum objave v DKUM:	02.07.2009
Število ogledov:	3056
Število prenosov:	320
Metapodatki:
Področja:	EPF
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	Nonverbal communication in the sales of product “HAPPENING” brand name
Opis:	Communication accompanies a human throughout his entire life. Considering that we spend almost one third of our lives at work, the great deal of communication is run there. Companies communicate with existent and potential customers, with employees, etc. Communication has its aim, as we expect a certain response from the receiver. A great deal of communication, with which a marketing provider wants to create its image and convince the public to act, e.g. to purchase, is of a non-verbal form. To do so one has to have a good understanding of the target groups. It is necessary to determine their demographic, psychographic and behaviour characteristics, and on this basis adjust the form of non-verbal communication. Even the smallest part of communication is of vital importance for the consumer cause being mostly that we live in a saturated market. Thus, the company Anemona d.o.o. has been making every effort to create an advantageous image of the HAPPENING brand products by means of non-verbal communication. The consumers do not make their decision to purchase only because of the quality and price of the products. Their purchase decision is influenced by numerous other factors, such as brand and retailer confidence, attractive sales space, and packaging, etc. Nowadays goods have to be sold, and selling is communication 80% of which is conveyed in a non-verbal form. In our company we are perfectly aware of that due to the fact that more than 40 new textile shops have been opened in recent years in Celje, and they all strive to be as qualitative as possible in their line of business. They are situated in the suburbs of the town, where some big shopping centres were built, and the city centre is now almost dead. People do not go for a walk to the town but to the shopping centres. Today there is less and less time available for shopping, and because of that people choose those articles from a wide selection offered, which quickly and efficiently satisfy their needs. The process of decision-making is simpler if people trust the brand. It is not necessary for a consumer to decide to purchase because he knows the product well, what is important is that he trusts the brand. Integrated image is composed of a certain colour and a sign. As a consumer thinks of certain brand he has a sign and a colour combination in his thoughts. There are no rules to how to choose right colour in the marketing, but there exist certain colours which are more adequate for industry. In any case, when choosing a colour combination we should consider information obtained by the segmentation analysis. Each individual experiences colours differently but they can be specified within certain segment of people. Black-blue and black-white combinations are most commonly used in banking and finances. They certainly do not signal sadness or reticence, but luxury. The choice of a black-white combination in the products of the HAPPENING brand by all means meets chosen target group. This is also proved by an attempt of introducing shopping bags with a red-white combination which have a completely different communicative value. With this combination the company would not reach an increased interest in the products of this brand. Maybe it is more evident in the environment but it has a negative effect on the chosen target group. Right choice of the colour combination is also confirmed by the sales space, badges, window prices tags, and clothing of the shop assistant. The colour combination is complemented by the sign or the name of the brand. In our culture HAPPENING is a very simple and easy to remember name. It is of English origin though, and means that something is going on. English is the first and basic foreign language in our culture, and because of that this expression is very familiar to us. The name of the brand itself is used as a sign appearing on the packaging, in front of the entrance to the sales space, on every item, and even our customers say: ” I buy in HAPPENING.” Therefore, it also labels the name of the shop. When
Ključne besede:	communication, business communication, non-verbal communication, brand.

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