master's thesis
MARKETING OF HEALTHY DIET

Nikolina Pleša (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleMarketing zdrave prehrane
AuthorNikolina Pleša
Mentor(s)Marija Ham (thesis advisor)
Abstract
Zdrava prehrana je vodeći trend u svijetu, sve više ljudi traži proizvode koji su bio, cjelovitih žitarica, 100% prirodni i sa raznim drugim oznakama. Vodeće kompanije prepoznale su potrebe i želje potrošača te su više nego ikad počele proizvoditi zdrave proizvode. Ono što je ključno je to da sve više potrošača prati nove trendove zdrave prehrane te oni nastoje u mnoštvu proizvoda naći upravo one za koje smatraju da su uistinu zdravi i prirodni. Porast stope oboljelih od raznih autoimunih ili drugih bolesti navodi potrošače da koriste hranu kao lijek, odnosno da se počnu zdravo hraniti. Neki traže zdrave proizvode jer su oboljeli i pokušavaju se izliječiti, dok neki jednostavno žele početi zdravo živjeti i razmišljati o tome što unose u svoje tijelo. Danas se na policama može naći mnoštvo zdravih proizvoda kao npr. stevija, razni čajevi, sokovi od aronije, goji bobice, proizvodi bez glutena i slično. Kako bi se potrošači lakše odlučili za neki proizvod kompanije se služe marketing strategijama kako bi diferencirali svoje proizvode od konkurencije te olakšali izbor potrošačima. Postoji mnogo načina oglašavanja zdrave prehrane te raznih drugih metoda kojima se privlače potrošači ne bi li kupili neki proizvod. Može se raditi o oglašavanju putem interneta, televizije, radija ili se poduzeća mogu koristiti i raznim kućnim prezentacijama kao što to već dugi niz godina radi kompanija Herbalife. Svi navedeni oblici promocije su više-manje uspješni jer ljudi žele zdravlje, vitkost i dugovječnu mladost. To su s jedne strane suvremene potrebe i želje potrošača a s druge strane predstavljaju nove poslovne mogućnosti raznim poduzećima i poduzetnicima. Problem koji se javlja je zlouporaba marketinga zdrave prehrane. Naime, mnoge kompanije počele su u svojim kampanjama promovirati zdrav život iako je riječ o proizvodima koji su puni šećera i uopće nisu zdravi. Kako bi se spriječilo obmanjivanje potrošača potrebno ih je dobro informirati i educirati. U konačnici, u radu će biti prikazani i uspješni primjeri marketinga zdrave prehrane te primjer neetičnog marketinga jedne globalne kompanije.
Keywordshealthy diet health marketing marketing strategies advertising
Parallel title (English)MARKETING OF HEALTHY DIET
Committee MembersMarija Ham (committee chairperson)
Dubravka Pekanov Starčević (committee member)
Marina Jeger (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-05
Parallel abstract (English)
A healthy diet is the leading trend in the world, more and more people are looking for bio products, whole grains, 100% natural and with various markings. Leading companies have recognized the needs and desires of consumers and are more than ever began producing healthy products. What is crucial is that more and more consumers follow the new trends of a healthy diet, and they are trying in a large number of products to find exactly those whom they believe are truly healthy and natural. Increasing rate of patients with various autoimmune or other disease induce consumers to use food as a medicine, or to start a healthy diet. Some are looking for healthy products as they get sick and trying to cure themselves, while some just want to start a healthy living and think about what they bring in their bodies. Nowadays on the shelves can be found a range of healthy products e.g. Stevia, various teas, juices from aronia, goji berries, gluten-free products and similar products. In order the consumers can decide easier for a product, companies are using marketing strategies to differentiate their products from the competition and facilitate consumers choice. There are many ways of advertising a healthy diet and a variety of other methods that attract consumers in order to buy a product. It’s about advertising on the Internet, television, radio or the company may use a variety of home presentations such as this for many years made by company Herbalife. All mentioned forms of promotion are more less successful because people want health, slenderness and long youth. These are on one side modern needs and desires of consumers and on the other hand represent new business opportunities for various companies and entrepreneurs. The problem that arises is the misuse of marketing healthy diet. In fact, many companies have started their campaigns to promote a healthy life, although these products are full of sugar and are not at all healthy. In order to prevent misleading the consumers need to be well informed and educated. Ultimately, in the work will be presented examples of successful marketing of a healthy diet and an example of unethical marketing of one multinational company.
Parallel keywords (Croatian)zdrava prehrana zdravlje marketing marketing strategije oglašavanje
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:649594
CommitterGordana Kradijan