MARKETINŠKE KONCEPCIJE U INDUSTRIJI VODE U BOCI U REPUBLICI HRVATSKOJ

professional thesis

• Title (english): MARKETING CONCEPTS IN THE BOTTLED WATER INDUSTRY IN THE REPUBLIC OF CROATIA
• Author: Mihael Banko
• Mentor: Tihomir Vranešević (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-05-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Voda u boci po definiciji predstavlja pitku zapakiranu vodu unutar plastičnih ili staklenih posuda bez dodatnih zaslađivala. U globalnim razmjerima razmatrajući povećanu zdravstvenu svijest, vrhunsku kvalitetu i okus vode u boci, prenosivost i praktičnost za upotrebu te dostupnost, tj. funkcionalnost potaknuli su rast globalnog tržišta vode u boci. S druge strane, strogi propisi za vodu u bocama s ciljem očuvanja prirodnih izvora, štetni učinci upotrebe plastičnih boca i dostupnost vode iz slavine uz niže troškove kontrolirali su rast u određenoj mjeri. U posljednje vrijeme svjedoci smo sve bržeg životnog stila što se odrazilo na sve industrije pa i na proizvođače vode u boci koji su uvidjeli brojne mogućnosti za rast u tom segmentu. Poduzeća voda u boci uslijed sve veće konkurencije na samom tržištu, moraju prilagoditi sve svoje marketinške koncepcije s ciljem iskorištavanja konkurentskih prednosti kao i zadržavanja te pridobivanja što je većeg broja korisnika. Temeljni razlog za provođenje istraživanja leži u potrebi prilagođavanja promjenama nastalim uslijed sve veće prisutnosti konkurencije na domaćem tržištu. Upravo iz navedenog razloga poduzeća za prodaju vode u boci usmjerena su na posebne strategije prilikom plasiranja iste na tržište. Ono što se nastoji je zadovoljiti potrebne korisnika. Istraživanjem je utvrđeno kako potrošači u velikoj mjeri vodu u boci konzumiraju radi njezine praktičnosti, odnosno ekonomičnosti. Jasno se uviđa kako veliki broj konzumenata smatra kako je riječ o zdravijoj varijanti vode, a upravo stoga marketinški stručnjaci kampanje grade ističući izvornost, čistoću i pogodnost za zdravlje s obzirom da navedene stavke potiču kupovinu vode u boci. Marketinške strategije stoga nastoje se približiti krajnjem potrošaču i zadovoljiti njegove potrebe kako bi se stvorio lojalan odnos između proizvođača te konzumenta.

Abstract (english)

Bottled water is defined as a potable packaged water inside a plastic or glass container without additional sweeteners. On a global scale, considering the increased health awareness, superior quality and taste of bottled water, portability and convenience for use, and availability, ie functionality, have stimulated the growth of the global bottled water market. On the other hand, strict regulations for bottled water with the aim of preserving natural resources, the possible harmful effects of using plastic bottles and the availability of tap water at lower costs are controlling the global growth of bottled water to some extent. Recently, we are witnessing an ever faster lifestyle, which has affected all industries, including bottled water producers who have discovered numerous opportunities for growth in this segment. Bottled water companies have been confronted by increasing competition in the market itself so they have to adjust all their market approaches in order to take advantage to keep growing its consumer base. The basic reason for conducting the research lies in the need to adapt to the changes caused by the increasing presence of competition in the domestic market. It is for these reasons that companies selling bottled water are focused on special marketing strategies. The research established that consumers in large consume bottled water mainly because of its practicality. A large number of consumers believe that bottled water is a healther variant of tap water, and that is why marketing experts build their marketing campaigns around water well origin, well purity and health benefits to the body. Marketing strategies therefore seek to approach the end consumer and meet its needs in order to create a loyal relationship between producer and consumer.

• Keywords: voda u boci; marketing; marketinške koncepcije; tržište; konzumenti; lojalnost; istraživanje
• Keywords (english): bottled water; marketing; marketing concepts; market; consumers; loyalty; research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:106347
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-05-19 19:36:53