Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:13
  • preuzimanja u poslednjih 30 dana:8
članak: 3 od 15  
Back povratak na rezultate
Serbian Journal of Engineering Management
2018, vol. 3, br. 2, str. 36-50
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/SJEM1802036V


Predlog marketinškog plana za ulazak novog brenda prehrambenih dodataka na tržište
aBusiness School Maribor and International School for Social and Business Studies, Celje, Slovenia
bEwopharma d.o.o, Slovenia

e-adresa: tina.vukasovic@net.doba.si, n.jalen@ewopharma.si

Sažetak

Snabdevanje sigurne hrane, koja ne ugrožava zdravlje potrošača putem hemijskih, bioloških ili drugih vrsta zagađivača, je osnova zdrave ishrane i važan faktor zaštite zdravlja kao javnog interesa. Prevencija bolesti koja se prenosi hranom i zaštita interesa potrošača su stoga dva glavna elementa zakonodavstva o prehrambenim proizvodima. Zakon o prehrambenim proizvodima propisuje opšte uslove, biološku i hemijsku sigurnost hrane i utvrđuje zahteve za nosioce poslovanja u vezi sa označavanjem, prezentacijom i reklamiranjem hrane, uključujući zdravstvene i prehrambene zahteve za hranu. Zahvaljujući posebnom proizvodnom procesu, načinu delovanja i sastavu, dodaci hrane Gematria su jedinstveni brend proizvoda. Oni su klasifikovani kao proizvodi visokog kvaliteta i cene. Pored pitanja cena, postoji i izazov da se proizvodi proizvode u SAD, gde se primenjuje različito zakonodavstvo o prehrambenim proizvodima. Naša studija istražila je da li postoje realne mogućnosti uvoza ovih proizvoda u Evropu, da li slovenačko tržište ima prostor i interes za takve proizvode, a na osnovu analize rezultata kvantitativne studije, pripremi marketinški plan za ulazak novog brenda na slovenačko tržište. Rezultati studije nam omogućavaju da zaključimo da je slovenačko tržište spremno za unos novih i prethodno nepoznatih brendova za dodatak prehrani, koji nude visokokvalitetne proizvode od visokokvalitetnih sastojaka i u skladu sa dobrim proizvodnim praksama.

Ključne reči

prehrambeni dodatak; brend; pozicioniranje; zakon o prehrambenim proizvodima; marketinški plan

Reference

*** (2000) Postopki in priporočila za uvedbo in izvedbo sistema HACCP. electronic source: [accessed on 22 June 2017]. http://www.gzvzd.com/docs/vsebina2HACCP.pdf
*** (2013) Medicinal Products Act-2. Official Gazette of the Republic of Slovenia, electronic source: https: //www. uradni-list. si/glasilo-uradni-list-rs/vsebina/116550, [accessed on 23 April 2017]
*** (2013) Rules on Food Supplements. Official Gazette of the Republic of Slovenia, electronic source: https: //www. uradni-list. si/1/content?id=114231, [accessed on 25 August 2017]
*** (2017) Companies Act-1J. Official Gazette of the Republic of Slovenia, electronic source: https://www.uradni-list.si/glasilo-uradni-list-rs/vsebina/2017-01-0730/zakon-o-spremembah-in-dopolnitvah-zakona-o-gospodarskih-druzbah-zgd-1j, [accessed on 23 June 2017]
*** (2017) 'What is viral marketing?' Science and Media Museum. Bradford (UK), electronic source: https://blog.scienceandmediamuseum.org.uk/what-is-viral-marketing
Aaker, D. (2008) Strategic Market Management. Berkeley, CA: John Wiley & Sons
Administration of the Republic of Slovenia for Food Safety, Veterinary Sector and Plant Protection (2017) electronic source, http://www.uvhvvr.gov.si/si/o_uvhvvr [accessed on 25 August 2017]
Administration of the Republic of Slovenia for Food Safety, Veterinary Sector and Plant Protection (2017) electronic source, [accessed on 25 August 2017]. http://www.uvhvvr.gov.si/si/delovna_podrocja/zivila/oznacevanje_zivil
Euromonitor (2015) Vitamins and Dietary Supplements in Slovenia. electronic source: http://www.euromonitor.com/vitamins-and-dietary-supplements-in-slovenia/report [accessed on 22 November 2015]
European Commission (2015) Addition of vitamins and minerals. electronic source: http://ec.europa.eu/food/safety/labelling_nutrition/vitamins_minerals/index_en.htm, [accessed on 22 November 2015]
European Parliament (2012) Free Movement of Goods. electronic source: http://www.europarl.europa.eu/atyourservice/sl/displayFtu.html?ftuId=FTU_3.1.2.html [accessed on 22 May 2017]
Fine, L.H. (2010) The SWOT Analysis: Using your Strength to Overcome Weaknesses, Using Opportunities to Overcome Threats. Kickit LLC
Hague, P. (2006) A practical guide to market research. Bramhall, Grosvenor House Publishing Ltd, pp. 42-44
Homburg, C., Kuester, S., Krohmer, H. (2009) Marketing Management: A Contemporary Perspective. London, 1st ed
Iršič, M., Milfelner, B., Pisnik, A. (2016) Marketing-temeljni koncepti in njihova uporaba v praksi. Harlow: Pearson Education Limited
Jobber, D. (2010) Principles and Practice of Marketing. London: McGraw-Hill, 6th edition
Kapferer, J.N. (2008) The New Strategic Brand Management. London: Kogan Page, pp. 9-29, 31-49; 4th Edition, P
Konečnik, R.M., Kolar, T., Pisnik, K.A. (2011) Temelji trženja pristop trženjskemu načinu razmi ljanja v 21. stoletju. Ljubljana: Meritum
Kotler, P. (2004) Management trženja. Ljubljana: GV založba
Kotler, P., Armstrong, G., Cunningham, P.H. (2005) Principles of Marketing. Toronto: Pearson Education Canada, pp. 67-70
Kotler, P., Armstrong, G. (2014) Principles of Marketing. Prentice Hall
Kotler, P., Keller, K.L., Brady, M., Goodman, M., Hansen, T. (2012) Marketing Management. Harlow: Financial Times Prentice Hall, 2nd edition
Lešnik, M.K. (2007) Zvestoba potro nikov psiholo ki dejavniki vedenja in zvestobe potro nikov. Ljubljana: Ipsos
Makovec, N., Ravbar, J., Zagorc, S. (2009) Trženje. Zavod IRC, electronic source: [accessed on 25 March 2017]. http://impletum.zavod-irc.si/docs/Skriti_dokumenti/Trzenje-Makovec_Ravbar_Zagorc.pdf
Ministry of Agriculture (2014) Forestry and Food, Prehranske in zdravstvene trditve. electronic source: [accessed on 22 June 2017]. http://www.arhiv.mkgp.gov.si/si/delovna_podrocja/varna_hrana/prehranske_in_zdravstvene_trditve
Ministry of Health (2015) Napotki glede področja prehranskih dopolnil v Republiki Sloveniji in skladnosti tovrstnih izdelkov z veljavno zakonodajo. electronic source: [accessed on 22 June 2017]. http://www.mz.gov.si/fileadmin/mz.gov.si/pageuploads/javno_zdravje_2014/napotki_s_podrocja_prehranskih_dopolnil_2015.pdf
Ministry of Health (2017) Prehranska dopolnila. electronic source: [accessed on 25 March 2017]. http://www.mz.gov.si/07007943.php/delovna_podrocja_in_prioritete/javno_zdravje/varnost_zivil_in_hrane/prehranska_dopolnila
Potočnik, V. (2002) Temelji trženja s primeri iz prakse. Ljubljana: GV založba
Rokeach, M. (1973) The Nature of Human Values. New York: The Free Press
Sammut-Bonnici, T., Galea, D. (2015) PEST analysis. u: Cooper Cary L [ur.] Wiley Encyclopedia of Management, Chichester, UK: Wiley, 1-1
Vaskovardzic, B. (2017) Natural products insider. electronic source: https://www.naturalproductsinsider.com/articles/2013/06/marketing-vitamins-and-supplements.aspx, [accessed on 25 March 2017]
Vidic, F. (2002) Marketin ke strategije', Piran, Gea College. Piran: Gea College
Vukasovič, T. (2012) Trženje - Od temeljev trženja do strate kega tržnega načrtovanja. Koper: Založba Univerze na Primorskem
Vukasovič, T. (2013) Vedenje porabnikov celovit pristop k raziskovanju vedenja porabnikov. Celje: International School for Social and Business Studies, 2013. 98 p
Vukasović, T. (2013) Poreklo izdelka in vrednost blagovne znamke. Celje: International School for Social and Business Studies, electronic source: [accessed on 23 June 2017]. /http: //mfdps. si/sites/default/files/vukasovic-2013-e-knjiga. pdf
Wheeler, A. (2013) Designing brand identity an essential guide for the whole branding team. Hoboken, NJ: John Wiley & Sons