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master's thesis
STRATEGIJE PROMOCIJE NA PRIMJERU JANA
Diplomski rad
2022. urn:nbn:hr:145:943961
Flačer, Lorena
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Flačer, L. (2022). STRATEGIJE PROMOCIJE NA PRIMJERU JANA : 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:145:943961

Flačer, Lorena. "STRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:943961

Flačer, Lorena. "STRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:943961

Flačer, L. (2022). 'STRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:943961

Flačer L. STRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:943961

L. Flačer, "STRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:943961

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Metadata
TitleSTRATEGIJE PROMOCIJE NA PRIMJERU JANA : Diplomski rad
Title (english)PROMOTION STRATEGIES ON THE EXAMPLE OF JANA : Graduate paper
AuthorLorena Flačer
MentorMarija Ham (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-07-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Promocija je interaktivni proces putem kojeg se poduzeće povezuje s potrošačima i komunicira sve relevantne informacije o proizvodima, uslugama, brendu i poslovnim aktivnostima poduzeća. Kada poduzeće odluči koje ciljeve želi postići u poslovanju isto treba izabrati kombinaciju strategija promocije pomoću kojih će realizirati postavljene ciljeve. Predmet ovog diplomskog rada su strategije promocije na primjeru Jana. Ciljevi rada su: (1) navesti i objasniti strategije promocije (načine,... More primjene, prednosti i nedostatke primjene pojedine strategije promocije), (2) prikazati kampanju „Duboko iznad svih“ i prikazati koje strategije promocije je Jana koristila u istoj te (3) istražiti koliko je uspješna Jana bila u primjeni strategija promocije u kampanji „Duboko iznad svih“. Rad obuhvaća teorijski i praktični dio. U teorijskom dijelu rada napravljen je prikaz dosadašnjih istraživanja vezano za strategije promocije, a u praktičnom dijelu prikazana je Janina kampanja „Duboko iznad svih“ i provedeno istraživanje vezano za istu. Jana je već godinama lider na tržištu te izvrstan primjer poslovanja u kojem se kontinuirano gradi odnos s potrošačima i ostvaruje duboka povezanost s potrošačima te uspješno razvija poslovanje. Jedna od uspješnijih kampanja Jane je kampanja „Duboko iznad svih“ koja je poslužila kao platforma za razvoj novih kampanja kao što je kampanja „Iz poštovanja prema prirodi“. Kampanja je osmišljena je i provedena u suradnji sa Saatchi&Saatchi agencijom, a strategije promocije koje su se koristile bile su: oglašavanje, izravni marketing, publicitet i odnosi s javnošću. Nakon provedenog primarnog istraživanja došlo se do zaključka da je Jana potpuno zasluženo lider na tržištu te da potrošači aktivno prate promotivne aktivnosti iste i rado konzumiraju Janu. Less
Abstract (english)
Promotion is an interactive process through which company connects with consumers and communicates all relevant information about the company's products, services, brand and business activities. When a company decides which goals wants to achieve in business, it should choose a combination of promotion strategies that will help realize the set goals. The subject of this thesis is promotion strategies based on the example of Jana. The goals of the paper are: (1) to list and explain... More promotion strategies (ways, applications, advantages and disadvantages of applying a particular strategy), (2) to show the campaign "Deep Above All" and show which promotion strategies Jana used in it, and (3) to investigate how successful Jana was in applying the promotion strategy in the "Deep Above All" campaign. The paper includes a theoretical and practical part. In the theoretical part of the paper, a presentation of previous research related to promotion strategies is made, and in the practical part, Jana's campaign "Deep above all" and the research conducted related to it is presented. Jana has been a leader on the market for years and is an excellent example of a business that continuously builds relationships with consumers and achieves a deep connection with consumers and successfully develops business. One of Jane's more successful campaigns is the "Deep Above All" campaign, which served as a platform for the development of new campaigns such as the "Out of Respect for Nature" campaign. The campaign was designed and implemented in collaboration with the Saatchi&Saatchi agency, and the promotion strategies used in campaign were: advertising, direct marketing, publicity and public relations. After conducting primary research, author came to conclusion that Jana is a fully deserved market leader and that consumers actively follow its promotional activities and happily consume Jana. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:943961
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-21 09:20:07
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