The University of Applied Sciences Baltazar Zaprešić. Chair of Economics, Management and Marketing.
Abstract
Predmet ovog završnog rada je pozicioniranje novih proizvoda na primjerima hrvatskih proizvođača. Poslovni subjekti tijekom života na tržište plasiraju različite proizvode kojima žele privući potrošače na kupovinu i korištenje istih. Osim planiranja proizvodnje proizvoda poslovni subjekti posebnu pozornost obraćaju i na pozicioniranje novih proizvoda na tržište zato što ovisno o tome kako se novi proizvodi pozicioniraju na tržištu ovisi i sam uspjeh i dugoročni opstanak proizvoda na tržištu. Kod pozicioniranja je važno da poslovni subjekt kod pozicioniranja novih proizvoda odabere prave konkurentske prednosti na kojima će temeljiti svoju marketinšku kampanju i putem kojih će se istaknuti na tržištu kod svoje ciljne skupine potrošača te se poveže s potrošačima kroz buđenje pozitivnih emocija kod potrošača. Prilikom pozicioniranja novog proizvoda na tržište najuspješnija su oni poslovni subjekti koji provedu opsežno istraživanje tržišta, dobro upoznaju svoju ciljnu skupinu potrošača, detaljno razrade komunikacijski i marketinški plan vezan za pozicioniranje proizvoda te oni poslovni subjekti koji kontinuirano prate stanje na tržištu i na vrijeme se adaptiraju promjenama koje se događaju na istom. Poslovni subjekti Kraš grupa i Ledo plus d.o.o. uspješno posluju već godinama na velikom broju tržišta, a prilikom pozicioniranja novih proizvoda kroz provođenje marketinških aktivnosti kojima ističu karakteristike proizvoda, tradiciju koju njeguju u poslovanju i bude emocije u potrošačima postižu to da se njihovi proizvodi uspješno pozicioniraju na tržištu i bivaju dobro prihvaćeni od strane ciljnih potrošača.The subject of this final thesis is the positioning of new products based on the examples of Croatian manufacturers. During their lifetime, business entities market various products with which they want to attract consumers to purchase and use them. In addition to product production planning, business entities pay special attention to the positioning of new products on the market, because the very success and long-term survival of the product on the market depends on how the new products are positioned on the market. When positioning, it is important that the business entity, when positioning new products, chooses the right competitive advantages on which to base its marketing campaign and through which it will stand out on the market among its target group of consumers and connect with consumers through the awakening of positive emotions in consumers. When positioning a new product on the market, the most successful are those business entities which conduct extensive market research, get to know their target group of consumers well, elaborate in detail a communication and marketing plan related to product positioning, and those business entities which continuously monitor the market situation and adapt to changes in time which take place on the same. Business entities Kraš group and Ledo plus d.o.o. have been operating successfully for years on many markets, and when positioning new products through the implementation of marketing activities that emphasize the characteristics of the product, the tradition they nurture in business and arouse emotions in consumers, they achieve that their products are successfully positioned on the market and are well received by the target consumer
