Brand introduction on the Slovenian market: case study Gurieli teaMariam Parekhelashvili
, 2016, master's thesis
Abstract: Human beings have always tried to create new, innovative things so as to gain profit out of them. Companies which are following the human beings nature strive to satisfy customers’ demand for high-quality products and services. Developing a new product is always a complex and experimental process. The process of introducing new products to an international market is as risky as it is vital for the long-term success of many companies. The number of new products introduced globally is increasing every year, but great majority of them fail.
The main purpose of this thesis is to develop an effective marketing plan for the new product introduction to an international market - a successful launch of the Georgian Gurieli tea to the Slovenian market. Market research gave us a business view of the tea industry on the Slovenian market. By means of secondary research and market analysis, we identified potential customers, understood market conditions and competitive landscape. The main steps of proposed marketing strategy are segmentation, targeting and successful positioning (STP). STP focuses on commercial effectiveness, selecting the most valuable segments of the Slovenian market and developing the marketing mix and product positioning strategy for each recognized segment. Planned implementation of a subtle advertising campaign for the Gurieli tea would be a vital component of the strategy - through an innovative marketing communication mix the product would be successfully introduced and promoted to target customers.
Keywords: Product development, tea, brand introduction, segmentation, targeting, positioning, market research, international market, marketing mix, communication.
Published in RUNG: 07.10.2016; Views: 5215; Downloads: 239
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