文章基本信息

标题：Repozicioniranje kompanije kreiranjem novog brenda – Poslovni slučaj Niške mlekare
其他标题：Market Repositioning of a Company Through the Creation of a New Brand – Case Study for Niška Mlekara
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作者：Nebojša Petković ; Goran Milovanović ; Aleksandra Anđelković 等
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2014
卷号：45
期号：2
页码：147-156
DOI：10.5937/markt1402147P
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：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.
其他摘要：the purpose of this paper is to identify the business poten_x005f_x005f_x005f_x0002_tial 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.+is is the reason why companies are attempting to create a brand that will be unique and thus,di>cult to imitate by its competitors.+erefore,the creation of a new brand,and its position?ing on the market,has to be implemented carefully and in accordance with the global marketing strategy.Occasional business environment changes,however,require the com?pany 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".+is strategy is based on:the creation of a new logo,product package redesign,quality improvement,assortment expansion and the change of level of consum?ers’ awarness.
关键词：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.
其他关键词：the purpose of this paper is to identify the business poten_x005f_x005f_x005f_x0002_tial 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.+is is the reason why companies are attempting to create a brand that will be unique and thus,di>cult to imitate by its competitors.+erefore,the creation of a new brand,and its position?ing on the market,has to be implemented carefully and in accordance with the global marketing strategy.Occasional business environment changes,however,require the com?pany 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".+is strategy is based on:the creation of a new logo,product package redesign,quality improvement,assortment expansion and the change of level of consum?ers’ awarness.