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undergraduate thesis
Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti
2020. urn:nbn:hr:146:835750
Masle, Marin
VERN University

Cite this document

Masle, M. (2020). Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:835750

Masle, Marin. "Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti." Undergraduate thesis, VERN University , 2020. https://urn.nsk.hr/urn:nbn:hr:146:835750

Masle, Marin. "Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti." Undergraduate thesis, VERN University , 2020. https://urn.nsk.hr/urn:nbn:hr:146:835750

Masle, M. (2020). 'Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti', Undergraduate thesis, VERN University , accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:146:835750

Masle M. Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti [Undergraduate thesis]. Zagreb: VERN University ; 2020 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:146:835750

M. Masle, "Pozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti", Undergraduate thesis, VERN University , Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:146:835750

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Metadata
TitlePozicija brenda Corona u svijesti potrošača i vezane promotivne aktivnosti
Title (english)Position of the Corona brand, in the minds of consumers and related promotion activities
AuthorMarin Masle
MentorIvana Bekić (mentor)
GranterVERN University
Zagreb
Defense date and country2020-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U ovom radu obrađuje se problematika sadašnje pozicije brenda Corona u svijesti potrošača. Definirani su ključni koncepti vezani uz navedenu problematiku poput pozicioniranja, promotivnog spleta i integrirane marketinške komunikacije. Provedenim primarnim istraživanjem uz pomoć ankete kao istraživačkog instrumenta utvrđena su demografska obilježja, stavovi, navike i preferencije ciljnog tržišnog segmenta brenda Corona. Rezultati istraživanja korišteni su za izradu prijedloga integrirane marketinške komunikacije kojim se sažeo skup najpoželjnijih i samim time najučinkovitijih promotivnih aktivnosti koji mogu biti korišteni s ciljem poboljšanja pozicije brenda Corona na hrvatskom tržištu, u svijesti ciljnih potrošača.
Abstract (english)
This paper explores the issue of the current position of the Corona brand, in the minds of consumers and how they perceive it. It defines the key concepts such as positioning, promotional mix and integrated marketing communication. The primary research has been conducted with the help of a survey as a research instrument. It determined the demographic characteristics, attitudes, habits and preferences of the target market segment of the Corona brand. The results of the research were used to develop a proposal for integrated marketing communication which summarized a set of the most desirable and thus the most effective promotional activities that can be used to improve the position of the Corona brand in the Croatian market, and most importantly in the minds of target consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:835750
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 on2021-02-15 19:57:39