SALES PROMOTION OF DIETARY SUPPLEMENTS IN THE COMPANY X

Biti opažen, vzbuditi zanimanje za izdelek ali storitev, se približati in prepričati potencialne odjemalce, da je izdelek ali storitev boljša od konkurenčne, spodbuditi k nakupu ali ponovnemu nakupu so težke naloge vsakega podjetja. Vsako podjetje si po svojih močeh prizadeva rešiti te naloge čim bolj uspešno oziroma uspešnejše od konkurence. Pri tem si pomaga z različnimi aktivnostmi tržnega komuniciranja. Skozi diplomsko delo bom v teoretičnem delu opredelila tržno komuniciranje ter se podrobneje osredotočila na pospeševanju prodaje, ki je vedno bolj pogosto orodje tržnega komuniciranja zaradi več dejavnikov, ki jih bom podrobneje opisala v nadaljevanju. Opisala bom prehranska dopolnila, ki so osrednji del diplomskega dela ter izpostavila problematiko oglaševanja in pospeševanja prodaje prehranskih dopolnil. V praktičnem delu bom opisala kako se s pospeševanjem prodaje spopada podjetje X, ki trži prehranska dopolnila, katere metode pospeševanja prodaje uporablja ter zakonske omejitve pri oglaševanju prehranskih dopolnil. Opisala bom, kako je po analizi dosedanjih rezultatov raznih raziskav o prehranskih dopolnilih v Sloveniji in vseh zakonskih omejitvah začelo podjetje X več pozornosti posvečati pospeševanju prodaje in uvedlo nove metode pospeševanja prodaje. Predstavila bom metode in orodja za pospeševanje prodaje prehranskega dopolnila v podjetju X, nato pa predstavila še dosedanje rezultate pospeševanja prodaje prehranskega dopolnila.To be noticed, to induce interest for a product or a service, to approach and to convince potencial users, that a product or service is better then the competition, to encourage to purchase and to repeat purchase or a service, are difficult tasks for every company. Every company tries its best to solve this tasks as succesfully as possible, better from every competition. A company helps itself with different activities of market communication. Through my dissertation I will determine, within theoretical work, market communication and will focuse more detailed on the sales promotion, which is increasingly often used in market communication because of more factors, which I will describe more detailed hereinafter. I will describe nutritional supplements that are the central part of this dissertation and that emphasise the problems of advertising and sales promotion of the nutritional supplements. Within the practical part of the dissertation I will describe how a company X is engaging with the sales promotion, which methods it uses and legal limitations of advertising of nutritional supplements. I will describe how the company X has used analysis of previous results, different researches of nutritional supplements in Slovenia and legal limitations to devote more attention to sales promotion and initiated new methods of sales promotion. I will introduce new methods and tools for sales promotion of nutritional supplements in company X and then introduce previous results of sales promotion for nutritional supplements