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Title:Uvajanje novega izdelka na izbrani ciljni trg, primer teranov liker Srdelin : diplomsko delo
Authors:ID Frančeškin, Rok (Author)
ID Milost, Matejka (Mentor) More about this mentor... New window
Files:.pdf Rok_Franceskin.pdf (570,12 KB)
MD5: 45BA0F2F519260F0B8BD4932FE553587
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:PTF - Faculty of Engineering and Management
Abstract:Domačija Srdelin iz Tomaja na Krasu ima bogato tradicijo v pridelovanju vinske sorte refošk, vina teran ter teranovega likerja. Bogato znanje v pridelavi se je uspešno prenašalo in nadgrajevalo iz generacije v generacijo, vse do današnjega časa, ko je domači pridelek teranov liker dosegel stopnjo dovršenosti v okusu in tehnologiji pridelave, da ga je mogoče ponuditi širši javnosti. Domačija Srdelin že prodaja svoje izdelke v obliki dopolnilne dejavnosti in jih v omejenih količinah že trži. Srdelinov liker se na trgu razlikuje po svoji dolgi tradiciji pridelave in inovativnosti okusov in postopka staranja. S posebnimi tehnikami proizvodnje se lahko pohvali z gladkejšo teksturo in intenzivnejšimi okusi. Diplomsko delo vsebuje strategijo prodaje teranovega likerja Srdelin za izbrani ciljni trg. Metodološki del diplomskega dela vsebuje podrobno opredelitev osnovnih pojmov. Podrobneje je opisan razvoj in uvajanje novih izdelkov na trg, predstavljen pa je tudi model razvojnega procesa po Kotlerju. V eksperimentalnem delu je podrobneje predstavljen izdelek in njegova pridelava. V tem delu je predstavljena analiza trga z obstoječimi izdelki in konkurenti domačije. Predstavljeni so ključni uporabniki teranovega likerja. Na tem področju je bila izvedena SWOT analiza, predstavljeni so profili ciljnega kupca (buyer persona) predstavljeni pa so še glavni elementi diverzifikacije izdelka.
Keywords:diplomske naloge, teranov liker, alkoholne pijače, kras, teran, likerji, domačija Srdelin
Publication status:Published
Place of publishing:Nova Gorica
Place of performance:Nova Gorica
Publisher:R. Frančeškin
Year of publishing:2024
Year of performance:2024
Number of pages:VIII, 48 str.
PID:20.500.12556/RUNG-8724 New window
COBISS.SI-ID:213696259 New window
UDC:339.13
NUK URN:URN:SI:UNG:REP:QCDV9Z1O
Publication date in RUNG:05.11.2024
Views:857
Downloads:11
Metadata:XML DC-XML DC-RDF
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FRANČEŠKIN, Rok, 2024, Uvajanje novega izdelka na izbrani ciljni trg, primer teranov liker Srdelin : diplomsko delo [online]. Bachelor’s thesis. Nova Gorica : R. Frančeškin. [Accessed 23 April 2025]. Retrieved from: https://repozitorij.ung.si/IzpisGradiva.php?lang=eng&id=8724
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:03.01.2024

Secondary language

Language:English
Title:Introducing a new product to the selected target market: an example of the Teran liqueur Srdelin
Abstract:The Srdelin estate in Tomaj owns a rich tradition in producing Refošek wine, Teran wine, and Teran liqueur. The extensive knowledge in production has been successfully passed down and improved from generation to generation. Today, the domestic production of Teran liqueur has reached a level of perfection in taste and technology, allowing it to be offered to the general public. Estate Srdelin currently sells its products as a supplementary activity in limited quantities. Srdelin's liqueur stands out in the market due to its long production tradition, innovative flavors, and aging process. Utilizing special production techniques, it boasts a smoother texture and more intense flavors. The thesis focuses on a sales strategy for Teran liqueur Srdelin within a selected target market. The methodological section covers basic concepts related to the development and deployment of new products to the market. This is done in compliance with Kotler's development process model. In the experimental part, the product and its production are described in detail. An analysis of the market, the existing products, and the competitors is provided. The key customers of the Teran liqueur are identified. A SWOT analysis is performed, profiles of the target customers (buyer personas) are analyzed, and the main aspects of product diversification are discussed.
Keywords:Teran liqueur, alcohol drink, Karst, Srdelin estate


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