prikaz prve stranice dokumenta Analiza marketinške kampanje
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master's thesis
Analiza marketinške kampanje
2019. urn:nbn:hr:145:216940
Filipović, Monika
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Filipović, M. (2019). Analiza marketinške kampanje (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:216940

Filipović, Monika. "Analiza marketinške kampanje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:216940

Filipović, Monika. "Analiza marketinške kampanje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:216940

Filipović, M. (2019). 'Analiza marketinške kampanje', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:216940

Filipović M. Analiza marketinške kampanje [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:216940

M. Filipović, "Analiza marketinške kampanje", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:216940

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Metadata
TitleAnaliza marketinške kampanje
Title (english)Analysis of a marketing campaign
AuthorMonika Filipović
MentorAntun Biloš (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2019-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poduzeća koriste marketing i marketinške aktivnosti u svrhu informiranja i komunikacije s potrošačima. Najvažniju ulogu u marketingu poduzeća ima marketinška komunikacija koja je temelj svake marketinške kampanje. Svaka marketinška kampanja je drugačija, a u njenom planiranju, provedbi i evaluaciji sudjeluje veliki broj sudionika koji se trude zajedničkim snagama ostvariti ciljeve postavljene pri osmišljavanju marketinške kampanje. Poduzeća u svom poslovanju okupljaju timove marketinških... More stručnjaka koji kroz marketinške kampanje pomažu izgraditi imidž poduzeća i učvrstiti položaj poduzeća na tržištu. To su ljudi koji imaju zadatak istražiti tržište i prepoznati na koje načine poduzeća mogu kroz marketinške kampanje doprijeti do potrošača. Među najzapaženijim marketinškim kampanjama unazad nekoliko godina u Republici Hrvatskoj je ona poduzeća Konzum plus d.o.o. provedena od 23. kolovoza do 28. listopada 2018. godine pod nazivom „Zdravoljupci“.Glavni likovi marketinške kampanje bili su sedam plišanih Zdravoljubaca koji su kroz marketinške aktivnosti provedene putem online i offline komunikacijskih kanala komunicirali s ciljnom skupinom, djecom, te ih poticali na konzumaciju djeci često mrskog voća i povrća. Rezultati ostvareni u kampanji su impresivni. Kampanja je u tri mjeseca ostvarila je zapažene rezultate i pokrenula pravu revoluciju u konzumaciji voća i povrća kod najmlađih. Konzum plus je od kampanje ostvario značajniji financijski rezultat, privukao nove potrošače te povećao razinu svijesti o važnosti svakodnevne konzumacije voća i povrća kod svih uzrasta. Less
Abstract (english)
Companies use marketing and marketing activities to inform and communicate with consumers.The most important role in the marketing of a company is marketing communication which is the foundation of every marketing campaign. Each marketing campaign is different and in its planning, implementation and evaluation participate a large number of participants which join their efforts to achieve the goals set while creating a marketing campaign. Companies in their business bring together a team... More of marketing experts which via marketing campaigns help build a company's image and strengthen the position of the businesses in the market. These are the people who have a task to research the market and identify ways in which companies can reach consumers through marketing campaigns.Among the most prominent marketing campaigns in recent years in the Republic of Croatia is the campaign of Konzum plus carried out from August 23 to October 28, 2018 under the name "Zdravoljupci". The main characters of the marketing campaign were seven plush toys called Zdravoljupci who through communication activities conducted via online and offline communication channels communicated with the target group, children, and encouraged them to consume fruits and vegetables. The results achieved in the campaign are impressive. In three months, the campaign achieved remarkable results and triggered a real revolution in the consumption of fruits and vegetables with the youngest. Konzum plus made substantial financial gain from the campaign, attracted new consumers and increased awareness of the importance of daily consumption of fruit and vegetables within all age groups. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:216940
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-02-11 16:53:33
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