EXTENDING BRAND POLI

Diplomska naloga obravnava širitev blagovne znamke Poli in razvoj ter uvedbo novega izdelka Poli paté na trg. Razdeljena je na teoretični in praktični del. V teoretičnem delu so podana teoretična izhodišča o pojmih, kot je izdelek, nov izdelek, proces razvoja in uvajanja novega izdelka na trg. Nato sledi opis pojma blagovna znamka in ostali pojmi povezani z blagovno znamko, kot so identiteta blagovne znamke, vrednost blagovne znamke, prednosti in koristi blagovne znamke ter strategije blagovne znamke. V praktičnem delu pa po splošni predstavitvi podjetja Perutnina Ptuj d.d., sledi opis blagovne znamke Poli z vidika asortimenta, komuniciranja, strategije in širitve blagovne znamke Poli. Nato pa sledi opis razvoja in uvajanja novega izdelka Poli paté na trg, kjer sem analizirala odločitve na področju komuniciranja, distribucije in cene novega izdelka.Diploma deals with extension of a brand Poli and development and introduction of the new product Poli paté on the market. It is divided into theoretical and practical part. In theoretical part theoretical positions on the concepts, such as product, new product development process and the introduction of a new product on the market are given. Than follows the description of the concept of brand and oher concepts related to the brand, such is brand identity, brand value, advantages and benefits of a brand and brand strategies. In practical part after general presentation of the company Perutnina Ptuj d.d., follows a description of brand Poli in terms of assortment, communication, strategies and brand extension. After that comes the description of development and introduction of new product Poli paté on the market, where I analyzed the decisions in the field of communication, distribution and price of the new product