| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

Show document

Title:TRGOVSKA ZNAMKA NATUR PUR
Authors:Šmalc, Katja (Author)
Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf VS_Smalc_Katja_2010.pdf (1,56 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:Vsako trgovsko podjetje se zaveda, da bo na konkurenčnem trgu uspešno le, če mu bo uspelo zadovoljiti dva pomembnejša dejavnika, in sicer: identificirati in zadovoljiti želje ter potrebe kupcev ter doseči čim večji dobiček. Trgovsko podjetje mora zato biti inovativno pri izbiri tržnih inštrumentov, če želi doseči enega ključnih ciljev vsake organizacije, tj.povečanje prodaje in dobička. Eno novejših orodij necenovne konkurence je uvedba trgovske blagovne znamke (TBZ). Blagovna znamka kot pomemben vir premoženja podjetja postaja v zadnjem času vse bolj cenjena tudi med slovenskimi podjetji, saj ta ugotavljajo, da lahko prek oblikovanja močne identitete blagovne znamke gradijo na mreži zvestih kupcev. Raznovrstna ponudba izdelkov, ki zadovoljuje enake potrebe, kaže na izjemen pomen blagovne znamke, s katero se porabnik identificira. To so v zadnjem času spoznali tudi trgovci, ki so začeli za razliko od generičnih znamk, katerih glavni cilj je bil dobiček trgovca, uvajati pravo trgovsko blagovno znamko, s katero so povečali ugled trgovini, izboljšali dobičkonosnost poslovanja in pridobili večji delež porabnikov. Na trgovske blagovne znamke lahko gledamo kot na običajne blagovne znamke proizvajalcev, s to razliko, da je prodaja trgovskih blagovnih znamk omejena na trgovine, po katerih te znamke nosijo ime. Prav tako sodi v portfolijo enotne trgovske blagovne znamke množica zelo različnih proizvodov, česar pri proizvajalcih nismo navajeni. Trgovske blagovne znamke so edini izdelki v trgovini, kjer se trgovci samostojno odločajo o kakovosti, embalaži in maloprodajni ceni, kar je pri standardnih blagovnih znamkah v domeni proizvajalca. V diplomski nalogi so prikazane pomembnosti blagovne znamke na splošno in za konkretno trgovsko podjetje Spar. Podjetje se je odločilo za uvedbo lastne blagovne znamke Natur pur, da si zagotovi boljši položaj na trgu. Poleg tega je želelo izkoristiti prednosti lastne blagovne znamke, kot so večja razlika v ceni, večji asortiman, večja prepoznavnost in zvestoba kupcev, boljši nadzor nad prodajo, večja pogajalska moč do dobaviteljev in posledično večji ugled. Podjetje Spar je s pravilno zasnovano strategijo postopnega širjenja izdelkov Natur pur doseglo zastavljene cilje.
Keywords:Blagovna znamka, trgovska blagovna znamka, identiteta, pozicioniranje, ustvarjanje blagovnih znamk, nakupno odločanje, Spar, trgovska znamka Natur pur
Year of publishing:2010
Publisher:[K. Šmalc]
Source:Maribor
UDC:658.6
COBISS_ID:10411804 Link is opened in a new window
NUK URN:URN:SI:UM:DK:WTXOOHN0
Views:1639
Downloads:257
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
:
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:AddThis
AddThis uses cookies that require your consent. Edit consent...

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Title:PRIVATE-LABEL NATUR PUR
Abstract:Every commercial establishment is aware that it will succeed on a competitive market only if it manages to satisfy two important factors: identify and satisfy the wishes and needs of customers and maximize the profit. Therefore a commercial establishment must be innovative in choosing market instruments if it wants to achieve one of the key objectives of each organization, that is increase the sale and profit. One of the modern tools of non price competition is the introduction of commercial brand names. Brand name as an important source of company’s assets is lately becoming more appreciated also among Slovenian companies, since it has been established that a strong brand name identity is the basis for a network of loyal customers. Diverse product range that meets the same needs shows the great importance of the brand name with which the customer identifies himself. Traders are also aware of this fact since they introduced a real commercial brand name - opposed to the generic brand (the main goal was trader’s profit) - which increased the reputation of the trade, improved the profitability of the business and gain a greater share of customers. We can consider commercial brand names as normal brand names of manufacturers, with the difference that the sale of commercial brand names is limited to stores after which these bear the name. The portfolio of the commercial brand name includes different products which we are not used with the producers. Commercial brand names are the only products in a store, for which traders independently decide on the quality, packaging and retail price, which is for standard brand names in the domain of the manufacturer. The diploma work reveals the importance of brand names in general and specific commercial brand name Spar. The company decided to introduce its our own brand name Natur pur, in order to secure a better market position. In addition, it wanted to take advantages of its own brand such as: the higher difference in price, greater range of products, recognition and customer loyalty, better control of the sale, greater bargaining power in relation to suppliers and better reputation. With properly planed strategy of gradually expanding Natur pur products, Spar Company has achieved the set goals.
Keywords:Brand name or trade mark, commercial brand name - private label brand, identity, positioning, creation of brand names, purchase decision, Spar, generic brand Natur pur


Comments

Leave comment

You have to log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica