SALES PROMOTION OF A GLOBALLY RECOGNIZABLE BRAND

Diplomski seminar obravnava temo pospeševanja prodaje globalno prepoznavne blagovne znamke. Seminar je razdeljen na teoretičen in praktičen del. V prvem delu je obravnavan teoretični del, kjer so obrazloženi pojmi marketinškega komuniciranja ter neposredna povezava s pospeševanjem prodaje. Opredeljena je pomembnost pospeševanja prodaje v času konkurenčne bitke med organizacijami in posameznimi blagovnimi znamkami. Prav tako so opredeljene metode sodobnega komuniciranja z odjemalci. Drugi del diplomskega seminarja temelji na praktičnem primeru. Predstavljena je blagovna znamka Coca Cola, pod katero opisujemo zgodovino razvoja podjetja, zgodovino marketinškega komuniciranja samega podjetja, ter odzivnost odjemalcev glede na izpeljane marketinške aktivnosti podjetja. Prav tako predstavljamo strategije podjetja na področju pospeševanja prodaje, na primeru naključno izbranih aktivnosti in razloge za uspešnost le-teh. Blagovno znamko predstavljamo skozi krivuljo uspešnosti po dekadah iz vidika svetovno znane Interbrandove lestvice. Kot primerjavo navajamo v praktičnem primeru uspešnost slovenske blagovne znamke Pullus ter njene problematike pri pospeševanju prodaje in prodiranju na globalni trg.This thesiss discusses sales promotion of a global recognizable brand. The seminar is divided into theoretical and practical part. The first part discusses the theoretical part and describes the concepts of marketing communications and the direct connection with the sales promotion. It identifies the importance of sales promotion during the competition battle between differente organizations and individual brands. It also outlines the methods of modern communication with customers. The second part of the thesis is based on a practical example. Presented is a trademark of Coca Cola. We describe the history of business development, marketing communication history of the company itself and the effect caused by the various marketing communications to the customers. It also presents the company\u27s strategy in the field of sales promotion in case of random activities and the reasons for the success of those. The brand is also presented through the life curriculum curve according to the world – famous so called Interbrand ranking. As the comparison is represented the sucessful slovenian brand Pulls and its issues in sales promotion and locating the brand in the global market