Marketing communications in company Dana

POVZETEK Komuniciranje je ena temeljnih dejavnosti človeka, ki mu omogoča obstoj in razvoj v družbi in organizacijah, formalnih in neformalnih, v katere je vključen. Ljudje ves čas komuniciramo, bodisi z besedami bodisi nebesedno s kretnjami, pogledom, svojim premikanjem. Komunikacije so prisotne od nastanka človeka, vendar se skozi čas spreminjajo, razvijajo, usklajujejo in dopolnjujejo. Vsekakor pa vseskozi obstajajo. V želji, da bi bilo podjetje uspešno na trgu in v prednostmi pred drugimi mora imeti dobro postavljeno politiko komuniciranja. Proces marketinškega komuniciranja nam pomaga zgraditi dobro blagovno znamko izdelka ali podjetje. Vendar blagovna znamka ohranja svojo moč le toliko časa, dokler ohranja zveste uporabnike. Dobro poznavanje in razumevanje uporabnikov je zato temelj za grajenje zvestobe in s tem moči blagovne znamke. V teoretičnem delu smo najprej opredelili komuniciranje. Nadalje smo razdelali vrste, namen, elemente in oblike komuniciranja. Komuniciranje postaja vse bolj pomemben proces, ki nas spremlja vse življenje in nas spremlja vsak trenutek. Komunikacijo tvorijo poleg izrečenih besed še vse naše kretnje, pogledi, nasmehi,… Sledi bolj natančna opredelitev marketinškega komuniciranja, ki je tudi glavna tema magistrske naloge. Podrobno smo pogledali proces, strategije, organiziranje in instrumente marketinškega komuniciranja. Pridobiti lojalnost in zaupanje je eden izmed pomembnih ciljev marketinškega komuniciranja. Marketinško komuniciranje obravnavamo kot pomemben proces, ki ob dobro organiziranih akcijah pomembno pripomore k prodaji izdelkov. Podjetje Dana je na trgu prisotno že 58 let in je v svojem obstoju preživljalo lepa in manj lepa obdobja. Svoje ime oziroma svojo blagovno znamko je uspešno gradilo skozi vsa obdobja svojega obstoja. V svojih začetkih kot blagovna znamka žganih alkoholnih pijač se je kasneje preoblikovala v brezalkoholne pijače, danes pa je predvsem poznana kot vodilna blagovna znamka za negazirane vode. Predstavili smo proces marketinškega komuniciranja v zadnjih letih in tudi opravili raziskavo, s katero smo potrdili, da je proces marketinškega komuniciranja dobro voden.ABSTRACT Communications have been present since the origin of manhowever, they have changed, evolved, harmonised and completed in time. If a company wants to succeed on the market and be ahead of others, it has to set up a good communications policy. The marketing communications process helps us build a good trademark of a product or company. However, a trademark remains powerful only as long it maintains loyal users. Great knowledge and understanding of users is a basis for building loyalty and, consequently, building the strength of a trademark. The theoretical portion of this thesis determines communication types, purposes, elements and forms of communication. Communications are becoming a significant process that follows us in every moment of our lives. Communications are a composition of words, as well as movements, looks, smiles, etc. Further on, this master\u27s thesis defines marketing communications, which is also the main topic of the thesis. Marketing communications process, strategies, organisation and instruments are discussed in greater detail. One of the most significant goals of marketing communications is to gain loyalty and trust. Marketing communications are discussed as an important process that promotes the sale of products by enforcing well-organised campaigns. Dana has been present on the market for 58 years and during its existence, it has survived good and bad times. During the years of its existence, it has successfully built its name and trademark. Initially, Dana was known as a spirits trademark, however, later on it oriented its business toward non-alcohol beverages. Today, it is mostly known as the leading still water trademark. This thesis also presents the main brands of Dana as along with the company\u27s activities and marketing communications process in the past years. For this thesis, we completed a research study in the field of marketing communications and internal communications at Dana. The merits of the research were determined by certain hypotheses, namely, on the basis of the goals and desired results of marketing and internal communications. The research has shown results that presented the basis for confirming our hypotheses, as well as providing propositions for future work. The final evaluation of the marketing communications review is that the marketing communications process is well managed