Ponovno uvođenje brenda "Kalodont" na tržište

Ćurić, Mislav

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professional thesis

Ponovno uvođenje brenda "Kalodont" na tržište

Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2016. urn:nbn:hr:145:098511

Ćurić, Mislav

Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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APA 6th Edition

Ćurić, M. (2016). Ponovno uvođenje brenda "Kalodont" na tržište (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:098511

MLA 8th Edition

Ćurić, Mislav. "Ponovno uvođenje brenda "Kalodont" na tržište." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:098511

Chicago 17th Edition

Harvard

Ćurić, M. (2016). 'Ponovno uvođenje brenda "Kalodont" na tržište', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:098511

Vancouver

Ćurić M. Ponovno uvođenje brenda "Kalodont" na tržište [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:098511

IEEE

M. Ćurić, "Ponovno uvođenje brenda "Kalodont" na tržište", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:098511

Cite this item: https://urn.nsk.hr/urn:nbn:hr:145:098511

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Title	Ponovno uvođenje brenda "Kalodont" na tržište
Author	Mislav Ćurić
Mentor	Drago Ružić (mentor)
Committee member	Davorin Turkalj (predsjednik povjerenstva)
Committee member	Drago Ružić (član povjerenstva)
Committee member	Davor Dujak (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Faculty of Economics and Business in Osijek Osijek
Defense date and country	2016-03-03, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Tema završnog rada odnosi se na upravljanje brendovima zubnih pasta iz asortimana tvrtke Saponia d.d. Duga je povijest proizvodnje zubnih pasti u Saponiji, a u radu se analizira trenutno stanje i perspektiva brenda Kalodont, koji je zamjenio brend Zirodent 2012. godine. U radu je naglašena važnost preusmjeravanja usredotočenosti gospodarskog subjekta s proizvoda na tržište i kupca. Korišteni su sekundarni podaci o prodaji brenda Zirodent i prodaji brenda Kalodont za razdoblje od 2001. do kraja 2015. godine. Uspoređena je prodaja i grafički prikazana koegzistencija oba. U svrhu izrade ovoga rada provedeno je i istraživanje na uzorku od 267 ispitanika te su dobiveni i primarni podaci o trenutnom stanju i mišljenju populacije vezano za korištenje (potrošnju) zubnih pasta, odnosno kupovnih navika oralne higijene potrošača. Istraživanje je pokazalo kako trend prodaje brenda Kalodont ne ide u skladu sa željenim ciljevima. Primarni i sekundarni podaci pomogli su u stvaranju rada, odnosno zaključka, te kreiranju prijedloga i rješenja za primjenu u budućim strategijama tvrtke.
Abstract (english)	The topic of this paper is the toothpaste brands management within the product range of Saponia, a chemical and pharmaceutical company in Osijek, Croatia. Toothpaste production in Saponia has had a long tradition, and this paper provides an analysis of the current state as well as possible future developments of the Kalodont brand, which replaced the Zirodent brand in 2012. The importance of reverting the business entity's focus from the product towards the market and buyer was stressed. Secondary data on Zirodent and Kalodont brand sales in the period from 2001 to the end of 2015 were used. The sales and coexistence of both aforementioned brands were compared and visually represented. A survey with 267 participants was carried out for the purpose of this paper, which yielded primary data on the current state and the population's opinion on the use (consumption) of various types of toothpaste, i.e. the consumer's habits pertaining to shopping and oral hygiene. This survey showed that the sales trend of the Kalodont brand is not in accordance with the desired aims. The primary and secondary data were also useful in creating solutions potentially applied in the company's future strategies.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:145:098511
Study programme	Title: Postgraduate Specialist Study Marketing Special areas Study programme type: university Study level: postgraduate specialist Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Public note	Ključne riječi izdvojio knjižničar
Repository	EFOS REPOSITORY
Created on	2017-02-23 14:08:39

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