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master's thesis
MARKETINŠKI PLAN ZA PROIZVOD HAKUMA
Diplomski rad
2021. urn:nbn:hr:145:407472
Vincetić, Matea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vincetić, M. (2021). MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad (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:145:407472

Vincetić, Matea. "MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:407472

Vincetić, Matea. "MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:407472

Vincetić, M. (2021). 'MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:407472

Vincetić M. MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:407472

M. Vincetić, "MARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:407472

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Metadata
TitleMARKETINŠKI PLAN ZA PROIZVOD HAKUMA : Diplomski rad
Title (english)MARKETING PLAN FOR HAKUMA PRODUCT : Graduate paper
AuthorMatea Vincetić
MentorHelena Štimac (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberAna Pap (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-06-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U diplomskom radu obrađuje se tematika marketinškog plana, a naglasak se stavlja na praktični dio, točnije na izradu marketinškog plana za proizvod Hakuma. Kako bi se potrošače bolje upoznalo s Hakuma proizvodima, određena je misija i svrha poslovanja. Sljedeći korak bila je analiza vanjske i unutarnje situacije tržišta, a korištene tehnike su PEST analiza, analiza konkurencije, SWOT analiza i životni ciklus proizvoda. Osim toga, provedeno je primarno istraživanje na 267 ispitanika. Cilj je bio istražiti navike ispitanika o konzumiranju zdravih napitaka i dobiti uvid o njihovom poznavanju branda Hakuma. Na temelju provedenog istraživanja definirana su tri marketinška cilja. Prvi cilj je pojačati imidž marke proizvoda unutar godinu dana na području Republike Hrvatske. Sljedeći cilj je kroz 12 mjeseci uvesti Hakuma napitak u fizičke BIPA prodavaonice, a posljednji cilj je unutar godinu dana razviti novi voćni okus - šumsko voće. Nakon definiranih ciljeva, odredilo se ciljno tržište te su se oblikovale marketinške strategije koje uključuju strategiju proizvoda, cijene, distribucije i promocije. Detaljan opis svih aktivnosti nalazi se pri kraju rada gdje je priložen media plan svih aktivnosti tijekom godine.
Abstract (english)
The graduate paper focuses on the marketing plan topic. The emphasis is placed on the practical part, more precisely on the development of a marketing plan for the Hakuma product. To make consumers better acquainted with Hakuma products, the business's mission and purpose have been determined. The next step was analyzing the external and internal market situation, and the techniques used were PEST analysis, competition analysis, SWOT analysis, and product life cycle. Besides, a primary survey was conducted on 267 respondents. The aim was to explore the respondents' habits of consuming healthy drinks and gain insight into their knowledge of the Hakuma brand. Based on the conducted research, three marketing goals were defined. The first goal is to strengthen the product brand's image within a year in Croatia. The next goal is to introduce the Hakuma drink in BIPA physical stores in 12 months, and the last goal is to develop a new fruit flavor - forest fruit - within a year. After defining the goals, the target market was determined, and marketing strategies were formed, including product strategy, prices, distribution, and promotion. A detailed description of all activities can be found at the end of the paper, where a media plan of all activities during the year is attached.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:407472
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-03-30 11:16:54