Trajnostno trženjsko komuniciranje v panogi brezalkoholnih pijač v evropskem okolju

Maučec, Maša

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Title:	Trajnostno trženjsko komuniciranje v panogi brezalkoholnih pijač v evropskem okolju
Authors:	ID Maučec, Maša (Author) ID Korez Vide, Romana (Mentor) More about this mentor...
Files:	MAG_Maucec_Masa_2026.pdf (6,99 MB) MD5: DB529830D38003625EC99FD80B51DB6B
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Trajnostno poslovanje in pregledno trženjsko komuniciranje trajnostnih praks danes ne predstavljata več le poljubne izbire podjetij, temveč sta pod vplivom strogih regulativnih okvirov Evropske unije postala nuja za ohranjanje konkurenčnosti na trgu in zaupanja potrošnikov. Zato smo v magistrskem delu analizirali, kako proizvajalci brezalkoholnih pijač v evropskem okolju vključujejo trajnost v svoje trženjske aktivnosti in trajnostne aktivnosti uspešno komunicirajo. V teoretičnem delu naloge najprej podrobno opredeljujemo koncepte trajnosti skozi dimenzije ESG ter poudarjamo pomen integracije trajnostne naravnanosti v jedro organizacijske kulture in poslovnih strategij. V tem sklopu izpostavljamo psihologijo sodobnega potrošnika, pomen transparentne in verodostojne komunikacije, strategijo lokalnega prilagajanja in ovire pri komunikaciji trajnosti, s katerimi se proizvajalci mineralnih voda soočajo. V empiričnem delu smo analizirali stanje trajnostnega trženjskega komuniciranja v podjetju Radenska d. o. o., s poudarkom na platformi Srčno za jutri in akciji sajenja dreves, ter izvedli primerjalno analizo s štirimi evropskimi konkurenti: Danone (Evian), Skupino Spadel (Spa), Nestlé Waters (San Pellegrino) in Coca-Cola HBC (Römerquelle). Rezultati kažejo, da regionalni podjetji (Radenska, Spa) svojo prednost gradita na čustvenih zgodbah in lokalni vpetosti, medtem ko globalni podjetji (Evian, Römerquelle) izstopata po kvantitativnih dokazih o zmanjševanju izpustov ogljikovega dioksida ter mednarodnih certifikatih. Zato podjetju Radenska predlagamo posodobitev platforme Srčno za jutri, uvajanje QR-kod na embalaži, pridobitev novih ekoloških certifikatov ter večjo uporabo interaktivnih in izobraževalnih vsebin za potrošnike.
Keywords:	mednarodno trženjsko komuniciranje, trajnostno trženjsko komuniciranje, dimenzije ESG, panoga brezalkoholnih pijač, Radenska d. o. o.
Place of publishing:	Maribor
Publisher:	M. Maučec]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99132
UDC:	339.13:005.57
COBISS.SI-ID:	290600963
Publication date in DKUM:	10.09.2026
Views:	119
Downloads:	27
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:	03.08.2026

Secondary language

Language:	English
Title:	Sustainable marketing communication in the non-alcoholic beverage industry in the european environment
Abstract:	Sustainable business practices and transparent marketing communications regarding sustainability are no longer merely optional choices for companies; rather, under the influence of the European Union’s strict regulatory frameworks, they have become essential for maintaining market competitiveness and consumer trust. Therefore, in this master’s thesis, we analyzed how non-alcoholic beverage manufacturers in the European context incorporate sustainability into their marketing activities and successfully communicate their sustainability initiatives. In the theoretical part of the thesis, we first define the concepts of sustainability in detail through the ESG dimensions and emphasize the importance of integrating a sustainability orientation into the core of organizational culture and business strategies. In this section, we highlight the psychology of the modern consumer, the importance of transparent and credible communication, the strategy of local adaptation, and the barriers to communicating sustainability that mineral water producers face. In the empirical part, we analyzed the state of sustainable marketing communications at Radenska d. o. o., with a focus on the Srčno za jutri platform and the tree-planting campaign, and conducted a comparative analysis with four European competitors: Danone (Evian), the Spadel Group (Spa), Nestlé Waters (San Pellegrino), and Coca-Cola HBC (Römerquelle). The results show that regional companies (Radenska, Spa) build their competitive advantage on emotional stories and local engagement, while global companies (Evian, Römerquelle) stand out through quantitative evidence of carbon dioxide emission reductions and international certifications. Therefore, we recommend that Radenska update its Srčno za jutri platform, introduce QR codes on packaging, obtain new environmental certifications, and make greater use of interactive and educational content for consumers.
Keywords:	international marketing communication, sustainable marketing communication, ESG dimensions, non-alcoholic beverage industry, Radenska d. o. o.

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