prikaz prve stranice dokumenta Lansiranje novog proizvoda u FMCG industriji
  Download
PDF 1.86 MB
master's thesis
Lansiranje novog proizvoda u FMCG industriji
2017. urn:nbn:hr:122:861161
Gospodnetić, Ivan
University North
University centre Varaždin
Department of Business Economics

Cite this document

Gospodnetić, I. (2017). Lansiranje novog proizvoda u FMCG industriji (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:861161

Gospodnetić, Ivan. "Lansiranje novog proizvoda u FMCG industriji." Master's thesis, University North, 2017. https://urn.nsk.hr/urn:nbn:hr:122:861161

Gospodnetić, Ivan. "Lansiranje novog proizvoda u FMCG industriji." Master's thesis, University North, 2017. https://urn.nsk.hr/urn:nbn:hr:122:861161

Gospodnetić, I. (2017). 'Lansiranje novog proizvoda u FMCG industriji', Master's thesis, University North, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:122:861161

Gospodnetić I. Lansiranje novog proizvoda u FMCG industriji [Master's thesis]. Koprivnica: University North; 2017 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:122:861161

I. Gospodnetić, "Lansiranje novog proizvoda u FMCG industriji", Master's thesis, University North, Koprivnica, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:122:861161

Please login to the repository to save this object to your list.
Metadata
TitleLansiranje novog proizvoda u FMCG industriji
Title (english)Launching of the new product in FMCG industry
AuthorIvan Gospodnetić
MentorAnte Rončević (mentor)
Committee memberGoran Kozina (predsjednik povjerenstva)
Committee memberAnica Hunjet (član povjerenstva)
Committee memberAnte Rončević (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2017-05-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prilikom opsežne obrade teme diplomskog rada, nekoliko činjenica se isticalo u gotovo svim dijelovima rada. Za današnje dinamično i nesigurno poslovanje između velikog broja proizvođača i njihovih proizvoda konkurentnost postaje ključno pitanje opstanka na tržištu. Na pitanje „kako biti bolji od drugih?“, kao odgovor nameće se:“ nužno je biti drukčiji, da bi se postalo boljim!"1. Danas nije dovoljno biti djelotvoran i ostvariti profite već je ključno diferencirati se od konkurencije te... More tako stjecati i održavati konkurentsku prednost. Inovativnost i lansiranje novog proizvoda kao jedan od segmenata diferencijacije mora sustavno pratiti proces prepoznavanja tržišnih prilika, identifikacije i odabira ciljne skupine potrošača, kombinacije elemenata marketinškog miksa sa kojim će se djelovati na svaku od skupina te odabira strategije i strateških ciljeva. Kroz taj napor konkurentnost stvaramo unutar dviju skupina činitelja, vanjskih u okolini na koje ne možemo utjecati te unutarnjim čimbenicima organizacije na koje ljudi imaju utjecaj. Upravo u tom kontekstu promatramo lansiranje novog proizvoda na tržište. „Nesumnjivo je uloga poduzeća koja se probija na tržište popraćena pogreškama, ali se općenito smatra da su pioniri bogato nagrađeni.“2 Pritom je odgovarajuća izgradnja elemenata marketing miksa podržana sistematskim provođenjem planiranih aktivnosti, jedina sigurnost u uspjeh i prihvat novog proizvoda na tržištu. Razvijaju se one osobine koje će biti prihvatljive i koje će zadovoljiti potrebe odabranog segmenta. Definiranjem cijene novog proizvoda potrebno je naći optimalan omjer između spremnosti kupca da plati „nešto više“ i proizvođača da ostvari projicirane profite. Pravodobno plasiranje proizvoda u prilagođeni kanal prodaje velika je prednost „pionira“ proizvoda koji stvara novu kategoriju. Osim što je u mogućnosti odabrati kanal prodaje pionir postavlja uvjete i pravila u tom segmentu. Nadalje promocija je vrlo važan element prilikom lansiranja novog proizvoda na tržište. Informiranjem i upoznavanjem proizvoda cilj je inovaciju približiti potrošačima i usaditi je u njihovu svijest na duže vrijeme. Kroz životni ciklus proizvoda ne samo da se predviđa uspjeh novog proizvoda nego se preispituju strategije i planovi te ih se eventualno prilagođava i mijenja tijekom ciklusa. Na taj način osim prihoda, poduzeće stječe iskustvo, razvija ekonomiju obujma, stvara pričuve i priprema se za potencijalno sniženje cijena u trenu kad se pojavi konkurencija koja će imitacijama željeti dio unosnog tržišnog udjela. Less
Abstract (english)
During extensive work on the graduate thesis, several facts stood out in almost all parts of the thesis. For today's dynamic and uncertain business between a large number of manufacturers and their products, competitiveness becomes the key issue of survival on the market. When asked "how to be better than the others?", the answer is: "It is necessary to be different to become better!" Today it is not enough to be effective and to make profits, but it is crucial to differ from... More competition by gaining and maintaining the competitive advantage. Innovating and launching of the new product as one of the differentiation segments must continuously follow the process of recognizing market opportunities, identifying and selecting a target consumer group, combining the elements of a marketing mix that will influence all the groups and selecting strategies and strategic goals .This effort is creating competitiveness within two groups of factors, external in the environment that we cannot influence and internal, organizational which is affected by people. In this context, we are monitoring the launching of a new product on the market. "Without the doubt, the role of the company who penetrates the market is followed by mistakes, but general opinion is that pioneers are generously awarded. " The appropriate development of the marketing mix elements, supported by systematic implementation of planned activities is the only assurance of success and new product acceptance on the market. Those qualities that will be acceptable are developing together with those that will meet the needs of the selected segment. By defining the price of a new product, it is necessary to find the optimal ratio between the customer's willingness to pay "something more" and the manufacturer realization of the projected profits. Timely product placement in a custom channel sale is a great advantage of the "pioneer" product that creates a new category. Other than having a possibility to choose a sales channel, the pioneer sets the terms and conditions in that segment. Furthermore, promotion is a very important element when launching a new product on the market. By informing and getting to know the product, the goal is to bring innovation closer to consumers and to put it into their mind for a long time. During product life cycle, is not only foreseeing the new product success, but is reviewing strategies and plans, and eventually is adapting and changing them over the cycle. In this way, besides profit, the company makes experience, develops volume economics, generates reserves and is preparing for a potential price cut in the moment when appears a competitor which will try to take a part of the market share by imitating. Less
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:122:861161
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-06-13 13:52:05
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.