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undergraduate thesis
Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana
2020. urn:nbn:hr:146:720253
Strikić, Luka
VERN University of Applied Sciences

Cite this document

Strikić, L. (2020). Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:720253

Strikić, Luka. "Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana." Undergraduate thesis, VERN University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:146:720253

Strikić, Luka. "Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana." Undergraduate thesis, VERN University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:146:720253

Strikić, L. (2020). 'Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana', Undergraduate thesis, VERN University of Applied Sciences, accessed 21 January 2021, https://urn.nsk.hr/urn:nbn:hr:146:720253

Strikić L. Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana [Undergraduate thesis]. Zagreb: VERN University of Applied Sciences; 2020 [cited 2021 January 21] Available at: https://urn.nsk.hr/urn:nbn:hr:146:720253

L. Strikić, "Oblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana", Undergraduate thesis, VERN University of Applied Sciences, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:146:720253

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Metadata
TitleOblikovanje promocijskog programa u funkciji rebrandinga odabranog restorana
Title (english)Design of promotional program in the function of rebranding a selected restaurant
AuthorLuka Strikić
MentorDiana Plantić Tadić (mentor)
GranterVERN University of Applied Sciences
Zagreb
Defense date and country2020-11-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Promocija i njezine popratne aktivnosti imaju sve veći utjecaj na poduzeća i njihovu predodžbu javnosti te tako postaje glavna strategija za poslovni uspjeh. Ovaj rad bavi se oblikovanjem promocijskih aktivnosti u funkciji rebrandinga restorana Kod Žaca. Analizom dosadašnje prakse uviđa se da trenutni marketinški program ne iskorištava potpuno potencijal restorana. Uspješnim marketinškim programom pokušava se privući, informirati i zainteresirati što više novih potencijalnih potrošača istovremeno zadržavajući stare potrošače. Procesom rebrandinga, restoran Kod Žaca prestaje biti samo još jedan restoran u nizu te postaje osobni poznanik u mislima potrošača. Teorijski dio sastavljen je od predstavljanja marketinškog djelovanja promocije i njezinih oblika te izgradnje marke, procesa u kojemu ona postaje brend i rebrandinga. Provedeno je empirijsko istraživanje metodom ankete nad ispitanicima grada Zagreba. Anketa je provedena putem online metoda. Svrha istraživanja bila je dobivanjem uvida u preferencije ispitanika postaviti temelje prema kojima se može provesti novi, prilagođeni promocijski program. Naposljetku su izneseni stavovi i prijedlozi kako oblikovati odgovarajuće promocijske aktivnosti kultnog restorana Kod Žaca.
Abstract (english)
Promotion and its accompanying activities have an increasing impact on businesses and the public perception of the same. Therefore, it became the main strategy for business success. This paper deals with the design of promotional activities in the function of rebranding a restaurant Kod Žaca. An analysis of the current practice shows that the current marketing program does not fulfill the full potential of the previously mentioned restaurant. With a successful marketing program the goal is to attract, inform and gain interest from as many new consumers, while keeping the old ones at the same time. In the process of rebranding, Kod Žaca ceases to be just another restaurant, rather it becomes a personal acquaintance in the minds of consumers. The theoretical part of this paper consists of presenting the promotional marketing activities and presenting the theory of brand building and rebranding. An empirical study was conducted using a survey with participants from the city of Zagreb. The survey was conducted online methods. Lastly, the views and suggestions on how to shape the appropriate promotional activities of the cult restaurant Kod Žaca were presented.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:720253
Study programmeTitle: Entrepreneurship Economics
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-11-26 15:46:38