Repozicioniranje kompanije kreiranjem novog brenda – Poslovni slučaj Niške mlekare
Market Repositioning of a Company Through the Creation of a New Brand – Case Study for Niška Mlekara
Apstrakt
Cilj rada je da se analizom podataka, prikupljenih sekundarnim i empirijskim istraživanjima, identifikuju suština i poslovni potencijali repozicioniranja kompanije kreiranjem novog brenda. Brend je za potrošača jedan od onih atributa proizvoda koji opredeljuje njegovu kupovinu. Zato kompanije nastoje da kreiraju brend koji će biti jedinstven i koji konkurencija neće moći da kopira. Izgradnju brenda i njegovo pozicioniranje kompanija mora da sprovodi oprezno i u skladu sa globalnom marketing strategijom. Promene u okruženju povremeno zahtevaju repozicioniranje kompanije. Da bi uspešno odgovorila na izazove okruženja Niška mlekara se opredelila za strategiju repozicioniranja kroz izgradnju novog brenda „Vedro“. Ovu strategiju je bazirala na: kreiranju novog logoa, redizajniranju pakovanja proizvoda, unapređenju kvaliteta, širenju asortimana i promeni nivoa informisanosti potrošača.
Abstract
The purpose of this paper is to identify the business potential of market repositioning through the creation of a new brand. For the consumer, the most important attribute of any product is the brand, which ultimately determines the fate of every purchasing decision. This is the reason why companies are attempting to create a brand that will be unique and thus, difficult to imitate by its competitors. Therefore, the creation of a new brand, and its positioning on the market, has to be implemented carefully and in accordance with the global marketing strategy. Occasional business environment changes, however, require the company to frequently reposition itself on the market. In order to successfully respond to the challenges of the business environment, Niška mlekara opted for a strategy of market repositioning through the construction of a new brand called „Vedro“. This strategy is based on: the creation of a new logo, product package redesign, quality improvement, assortment expansion and the change of level of consumers’ awarness.
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