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Marketing
2019, vol. 50, br. 1, str. 57-66
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 04/07/2019
doi: 10.5937/Markt1901057F
Creative Commons License 4.0
Potencijali unapređenja promocije i prodaje sjeničkog sira
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: jfilipovic@ekof.bg.ac.rs

Projekat

This paper is based on research undertaken as part of Horizon 2020 Project Strength2Food (No.678024)

Sažetak

Cilj ove studije je utvrđivanje mogućnosti za povećanje prodaje i prepoznatljivosti sjeničkog sira na domaćem i međunarodnom tržištu. Polazeći od pregleda skromnih promotivnih aktivnosti koji su do sada sprovedeni u ovom domenu, u radu se analiziraju primeri razvoja brendova sira u regionu i na razvijenim evropskim tržištima. Komparativnom analizom utvrđeno je da ostali instrumenti marketing miksa (proizvod, pristupačnost na mestima prodaje i cenovna politika) značajno određuju mogućnosti povećanja prodaje. Efikasnijim marketinškim komunikacijama neophodno je stvoriti svest kod potrošača o brendu sjeničkog sira i marketinški ga pozicionirati kao premijum proizvod. Onlajn komunikacije, zanimljivi narativi, fleksibilnije i estetičnije pakovanje, kao i organizovanija promocija na inostranim tržištima prepoznati su kao najvažniji aspekti u procesu prilagođavanja sjeničkog sira zahtevima tržišta.

Ključne reči

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