Management of final consumption products

Kako bi poduzeće ostvarilo zacrtane prodajne ciljeve na određenom tržištu, potrebno je odrediti uspješnu kombinaciju instrumenata kojima se poduzeće inače koristi što je poznato kao marketinški splet. Proizvod, cijena, promocija i distribucija su marketinški instrumenti koji čine marketinški splet, međutim poduzeće definira svoj marketinški splet s obzirom na ciljano tržište te segmentaciju kao i odabir čimbenika pozicioniranja proizvoda. Cilj rada je proučiti marketinški splet s posebnim osvrtom na proizvod kao dio marketinškog spleta te prikazati upravljanje marketinškim spletom na primjeru poduzeća Kraš d.d. i Kandit d.d., kao vodećih poduzeća u sektoru konditorskih proizvoda.In order for a company to achieve the set sales goals in a particular market, it is necessary to determine a successful combination of instruments that the company normally uses, which is known as a marketing mix. Product, price, promotion and distribution are marketing instruments that make up the marketing mix, but the company defines its marketing mix with regard to the target market and segmentation, as well as the choice of product positioning factors. The aim of this paper is to study the marketing mix with special reference to the product as part of the marketing mix and to present the management of the marketing mix on the example of the company Kraš d.d. and Kandit d.d., as leading companies in the confectionery sector