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undergraduate thesis
POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE
2019. urn:nbn:hr:225:458925
Gašpar Curman, Rebeka
Algebra University College

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Gašpar Curman, R. (2019). POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE (Undergraduate thesis). Zagreb: Algebra University College. Retrieved from https://urn.nsk.hr/urn:nbn:hr:225:458925

Gašpar Curman, Rebeka. "POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE." Undergraduate thesis, Algebra University College, 2019. https://urn.nsk.hr/urn:nbn:hr:225:458925

Gašpar Curman, Rebeka. "POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE." Undergraduate thesis, Algebra University College, 2019. https://urn.nsk.hr/urn:nbn:hr:225:458925

Gašpar Curman, R. (2019). 'POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE', Undergraduate thesis, Algebra University College, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:225:458925

Gašpar Curman R. POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE [Undergraduate thesis]. Zagreb: Algebra University College; 2019 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:225:458925

R. Gašpar Curman, "POZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE", Undergraduate thesis, Algebra University College, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:225:458925

Metadata
TitlePOZICIONIRANJE I STRATEGIJA ONLINE OGLAŠAVANJA ZA OPG NA TRŽIŠTU PRIRODNE HRANE
AuthorRebeka Gašpar Curman
MentorMario Fraculj (mentor)
GranterAlgebra University College
Zagreb
Defense date and country2019-03-25, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Computing
Abstract
Ovaj rad daje teorijski i činjenični prikaz digitalnog oglašavanja, a potom u praktičnom dijelu uzima primjer OPG-a koji se bavi organskim uzgojem namirnica te pokazuje kako se isti može pozicionirati na tržištu i iskoristiti potražnju za organski uzgojenim namirnicama. U svrhu istraživanja tržišta provodila se online anketa koja je ispitala potrebe, želje, motive konzumacije zdravih namirnica i navike potrošača. Pored ankete, koristili su se i sekundarni izvori podataka kako bi se izradile persone (profili tipičnih kupaca), strategija i akcijski plan komunikacijskih aktivnosti po fazama kupnje kroz koju prolaze potrošači. S obzirom na ograničene financijske resurse klijenta, rad se fokusirao na razradu komunikacije u digitalnim kanalima te postavljanje evaluacijskih mjera kroz koje se može potvrditi efikasnost digitalnih marketinških alata u ostvarivanju poslovnih ciljeva (konverzije i izgradnje dugoročnih odnosa između klijenta i kupaca).
Abstract (english)
This paper is about theory and the real situation in the world of digital advertising. In its practical part it takes a family agricultural business that grows organic food and shows how it can position itself on the market and take advantage of market demand. For the purpose of the final paper, marketing research was conducted in a form of online survey. The goals of research was to find out consumer needs, wants and motivation in a terms of healthy food consumption. Secondary databases were also used to create personas (ideal buyers), strategy and communication action plan distributed by consumer buying stages. Considering the fact that the client has low budget for marketing activities, the focus was to develop communication plan on digital channels and set evaluation criteria so we can measure the effectiveness of digital marketing activities and if they have reached the business goals (conversions and developing trust between client and customers).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:225:458925
Study programmeTitle: Digital marketing
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik digitalnog marketinga (stručni prvostupnik digitalnog marketinga)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-04-18 18:50:47