MODIFICATION OF WRAPPING MATERIAL IN PIVOVARNA LAŠKO

Namen diplomske naloge je, podrobna seznanitev s pojmom embalaža, opredelitev pomena embalaže v marketinškem spletu in predstavitev spreminjanja embalaže na konkretnem primeru Pivovarne Laško. Za spreminjanje embalaže ni dovolj samo želja, ampak se moramo zavedati tudi dejstva, da lahko s spreminjanjem embalaže izgubimo velik del odjemalcev, ki niso pripravljeni na drastične spremembe blagovne znamke. Embalaža določenega izdelka se ne bo spreminjala pogosto, saj to ni ekonomično, niti ni zagotovilo za uspeh. Vendar pa je vsekakor dobrodošlo, da se embalaža vsake toliko časa osveži. Spremembe embalaže so vselej dobrodošle, seveda če so predhodno dobro načrtovane. Vemo, da je v današnjem hitro odvijajočem se času konkurenca zelo močna in da je tehnološki napredek pospešen. Tako se spopadamo z vedno novimi načini embaliranja, embalažnimi materiali in če želi podjetje na trgu uspeti, mora slediti trendom. Vendar pa je vsaka odločitev za novo embalažo zelo tvegana. Če se embalaža preveč spreminja, lahko izgubi veliko odjemalcev, ki se ne morejo več identificirati s spremenjeno podobo embalaže. V današnjem svetu bodo preživela samo podjetja, ki so dovolj inovativna in imajo dovolj poguma za drastične spremembe. Podjetje Pivovarna Laško je bila dovolj pogumna in se je odločila za drastično spremembo. Stare rjave steklenice je zamenjala z novimi zelenimi in jih popestrila z popolnoma novo etiketo. Vendar to ni naredila čez noč. Rezultati do katerih so prišli so temeljili na podrobni raziskavi mnenja odjemalcev, ki so se opredelili za nov, modernejši videz laškega piva.In my diploma I would like to introduce a concept of wrapping material, meaning of word wrapping material in marketing web and to introduce modification of wrapping material on actual case of Brewery Laško. Only a wish is not enough for modification of wrapping material, but we must be aware of the fact, that we can lose large share of users which are not ready for drastic change of trademark with modification of wrapping material. Wrapping material of certain product will not be changed often, because this is not economical and it does not provide assurance for success. However in any case it is welcome that wrapping material changes from time to time. Of course changes of wrapping material are welcome when they are preliminarily well planned. We know that in today\u27s quickly modifying time competition is very strong and technological progress is accelerated. We are fighting with always new manners of packing, packaging materials and if company wishes to succeed on market they must follow the trends. However every decision about new wrapping material includes a risk. If wrapping material changes too much company can lose many users, which can not identify themselves with changed image of wrapping material any more. In today\u27s world only companies that are enough innovative and have enough courage for drastic changes will stay on the market. Brewery Laško was enough courageous and decided for drastic change. She changed old brown bottles with new green bottles and added variety to them with completely new label. However this was not made overnight. This change was done according to detailed opinion research of the customers from Brewery Laško, where customers expressed their desire for Brewery Laško to have more modern appearance