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Title:TRŽENJE BLAGOVNE ZNAMKE SHISEIDO V SLOVENIJI
Authors:Markič, Mateja (Author)
Vukovič, Goran (Mentor) More about this mentor... New window
Files:.pdf UNI_Markic_Mateja_2010.pdf (1,02 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Diplomsko delo obravnava teorijo in prakso trženja blagovne znamke Shiseido v Sloveniji. V prvem delu je predstavljen problem naloge, predpostavke in omejitve, metode dela in zastavljene hipoteze. Teoretični del opisuje bistvo teorije in prakse marketinga, marketinški splet ter blagovno znamko. S pomočjo tržne raziskave je bila ugotovljena prepoznavnost blagovne znamke Shiseido, katere metode trženja najbolj vplivajo na odločitev o nakupu izdelka višjega cenovnega razreda, na katere lastnosti izdelka so potrošniki najbolj pozorni, vpliv darila na nakup, koliko vprašanih se samih informira o izdelkih in ali je potrošnja kozmetičnih proizvodov vrhunske kakovosti odvisna od mesečnega dohodka potrošnikov. V zadnjem sklopu so opisani zaključki ter predlogi za povečanje prepoznavnosti znamke Shiseido in za povečanje povpraševanja po njihovih izdelkih.
Keywords:trženje, kozmetični izdelki, Shiseido, tržna raziskava, uporabniki, blagovna znamka
Year of publishing:2010
Source:Maribor
COBISS_ID:6821651 Link is opened in a new window
NUK URN:URN:SI:UM:DK:5TX99ZVQ
Views:2397
Downloads:304
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Categories:FOV
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Secondary language

Language:English
Title:SHISEIDO BRANDING IN SLOVENIA
Abstract:The thesis deals with a theory and practice of a Shiseido branding in Slovenia. In first part is presented a project problem, assumptions and limitations, working methods and hypotheses. Theoretical part is describing essence of theory and practice of marketing, marketing mix and brand generally. Through research were discovered Shiseido brand recognition, which marketing methods have influence on a decision of purchase cosmetic product of a higher price range, on which product attributes consumers give most attention, influence of a gift on a purchase, how many respondents are informing themselves about products and if consumption of cosmetic products superior quality is depending of a monthly income of consumers. In the last section are described conclusions and proposals to enhance the recognition of brand Shiseido and to increase demand for its products.
Keywords:marketing, cosmetic products, Shiseido, market research, consumers, brand


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