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Title:Brand introduction on the Slovenian market: case study Gurieli tea
Authors:Parekhelashvili, Mariam (Author)
Faganel, Armand (Mentor) More about this mentor... New window
Files:.pdf Mariam_Parekhelashvili.pdf (1,88 MB)
 
Language:English
Work type:Master's thesis/paper (mb22)
Tipology:2.09 - Master's Thesis
Organization:PTF - Faculty of Engineering and Management
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.
Year of publishing:2016
Source:Nova Gorica
COBISS_ID:4526843 Link is opened in a new window
URN:URN:SI:UNG:REP:KIKGFOIB
Views:3993
Downloads:193
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Secondary language

Language:Slovenian
Title:Uvedba blagovne znamke na slovenski trg: Študija primera za Gurieli čaj
Abstract:Ljudje so vedno skušali ustvariti nove, inovativne izdelke, da bi s pomočjo le-teh ustvarjali dobiček. Organizacije ki sledijo človeški naravi, se trudijo zadovoljiti zahteve strank po visoko kvalitetnih izdelkih in storitvah. Razvijanje novega izdelka je vedno zapleten in eksperimentalen proces. Proces uvajanja novega izdelka na mednarodni trg je tvegan pa tudi ključen za dolgoročen uspeh številnih podjetij. Število novih izdelkov, ki vstopajo na trge globalno narašča vsako leto, vendar jih večina propade. Namen te naloge je razviti učinkovit marketinški načrt za uvedbo novega izdelka na mednarodnem trgu, pri čemer smo se osredotočili na uspešno uvedbo gruzijskega čaja znamke Gurieli na slovenski trg. Tržna raziskava nam je omogočila poslovni vpogled v čajno industrijo na slovenskem trgu. S pomočjo sekundarne raziskave in tržne analize smo identificirali potencialne stranke, spoznali pogoje na trgu ter obstoječo konkurenco. Glavni koraki predlagane marketinške strategije so segmentacija, ciljanje in uspešno pozicioniranje. Strategija se osredotoča na komercialno učinkovitost, pri čemer smo izbrali najdonosnejše segmente na slovenskem trgu ter razvili marketinški splet in strategijo pozicioniranja izdelka za vsak prepoznan segment. Pomemben del strategije bi bila izvedba primerne oglaševalske kampanje za čaj Gurieli. S pomočjo inovativnega marketinško komunikacijskega spleta bi podjetje predstavilo in promoviralo svoj izdelek ciljnim strankam.
Keywords:Razvoj izdelka, čaj, uvajanje blagovne znamke, segmentacija, ciljanje, pozicioniranje, raziskava trga, mednarodni trg, marketinški splet, komuniciranje.


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