Promocija proizvoda na maloprodajnom mjestu

undergraduate thesis

• Title (english): Promotion of products at retail outlet
• Author: Marija Barišić
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet ovog rada je pozicioniranje proizvoda na maloprodajnom mjestu. Elementom pozicioniranja proizvoda želi se postići reakcija kod kupaca kako bi prepoznali prednosti ponuđenog asortimana odnosno proizvoda nad konkurencijom. Sve je veća prisutnost novih tehnologija te raznih mogućnosti u dizajniranju promotivnih materijala kako bi poduzeća predstavila svoje proizvode stoga je vrlo bitno odabrati prikladne. Putem istraživanja i analiza je potrebno otkriti želje i potrebe kupaca te im se prilagoditi jer su kupci temelj poslovanja poduzeća. Stvaranje drugačijih i privlačnih pozicija asortimana zahtjeva razumijevanje kupaca te njihovih želja, potreba te aktivnosti konkurencije. Unapređenje prodaje dobiva na važnosti jer nudi efikasna rješenja i ideje o izlaganju proizvoda, planiranju prostora, slaganju proizvoda te korištenju promotivnih materijala. Pozicioniranje proizvoda na maloprodajnom mjestu zahtjeva dosta rada i kreativnosti, a na primjeru poduzeća Lidl može se vidjeti kako uspješno upravljati ovim marketinškim elementom.

Abstract (english)

The subject of this thesis is product positioning at the retail point. With element of product positioning we want to achieve a reaction from customers in order to recognize the advantages of the offered range or product over the competition. There is a growing presence of new technologies and various possibilities in designing promotional materials for companies to present their products, so it is very important to choose the appropriate ones. Through research and analysis, it is necessary to discover the wishes and needs of customers and adapt to them because customers are the foundation of a company's business. Creating different and attractive assortment items requires an understanding of customers and their wishes, needs and competition activities. Sales promotion is gaining in importance because it offers efficient solutions and ideas on product display, space planning, product stacking and the use of promotional materials. Positioning a product at a retail location requires a lot of work and creativity, and the example of Lidl shows how to successfully manage this marketing element.

• Keywords: pozicioniranje; proizvod; maloprodaja; marketing; kupci
• Keywords (english): positioning; product; retail; marketing; customers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:589466
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-29 20:27:05