Sales promotion methods for brand Gorenjka

Razvoj novih tehnologij, nasičenost trga z izdelki različnega porekla ter nenehen boj blagovnih znamk za pozornost, pri potencialnih odjemalcih povzroča zbeganost in nezaupljivost, kar še tako pogumnega kupca slej kot prej odvrne od nakupnega procesa. Sodobna slovenska podjetja so tako prisiljena trgu ponuditi izdelke, ki odjemalcem ponujajo določene konkurenčne prednosti. Zraven tega pa morajo nenehno spremljati želje potencialnih odjemalcev in izoblikovati ustrezno marketinško komuniciranje, ki ga le-ti zaznavajo kot drugačno in v njih spodbudi željo po nakupu. Med primer dobre slovenske prakse sodi družba Žito d.d., ki je s svojo blagovno znamko Gorenjka na domačem trgu prisotna že od leta 1922. V diplomskem seminarju smo se spraševali, ali je zgolj tradicija blagovne znamke Gorenjka tista, zaradi katere je na slovenskem trgu prisotna že tako dolgo, ali je razlog morda tudi v primernem marketinškem komuniciranju, ki ga ima družba s svojimi odjemalci. Tako smo v teoretičnem delu diplomskega seminarja s pomočjo različnih avtorjev opredelili pojma marketinško komuniciranje in pospeševanje prodaje. Sledi praktični del, kjer smo se opredelili in predstavili pospeševanje prodaje za blagovno znamko Gorenjka, usmerjeno na končne porabnike. V zaključku pa smo na osnovi analize pospeševanja prodaje podali lastno mnenje za načine pospeševanja prodaje, ki jih izvaja Gorenjka.The development of new technologies, market saturation with products of different origin and constant struggle for attention is causing confusion and uncertainty at potential clients. All these events are the reasons that costumer sooner or later stop responding to purchasing process. Nowadays, to become more successful, Slovenian companies are forced to offer the products which provide some competitive advantage for potential customers. Besides that, they must constantly monitor the satisfaction of their clients and develop appropriate marketing communication. One of the best Slovenian example of good business practice is group Žito d.d., with the brand Gorenjka, which is present at the domestic market since 1922. In the seminar, we tried to figure out if the only reason for its presence for so long, on Slovenian market in a tradition of brand Gorenjka or is it also an appropriate marketing communication that the company has with its customers. First of all, we defined the concept of marketing communication and sales promotion in the theoretical part of seminar. This was followed by a practical part, where we identified and present the sales promotion targeted for Gorenjka’s users. Last but not least, based on the analysis of sales promotion we presented our own opinion on methods of sales promotions performed by brand Gorenjka