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master's thesis
BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER
2019. urn:nbn:hr:180:655430
Bulić, Sandra
Zagreb School of Business

Cite this document

Bulić, S. (2019). BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:655430

Bulić, Sandra. "BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:655430

Bulić, Sandra. "BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:655430

Bulić, S. (2019). 'BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER', Master's thesis, Zagreb School of Business, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:655430

Bulić S. BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:180:655430

S. Bulić, "BRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:655430

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Metadata
TitleBRENDIRANJE ALKOHOLNIH PIĆA – POSLOVNI SLUČAJ JAGERMAISTER
Title (english)Branding of alcoholic beverages – Case Study Jagermaister
AuthorSandra Bulić
MentorSanja Rocco (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberGoran Luburić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se govori o važnosti brendiranja proizvoda i utjecaj brenda na potrošače i tržišnu popularnost općenito, a koji je obrađen kroz poslovni slučaj Jägermeister, njemačko alkoholno piće, biljni liker i digestiv te najjače izvozno piće u Njemačkoj. U ovom radu istraženo je koliko je Jägermeister prepoznatljiv brend i na koji način sama kompanija Jägermeister upravlja svojim poznatim brendom. Ciljevi rada su dobiti predodžbu o tome koliko sam brend Jägermeister utječe na percepciju kupaca/potrošača, utvrditi kakvo je mišljenje kupaca/potrošača o kvaliteti proizvoda te što je glavni faktor kod odluke o kupnji, odnosno konzumaciji proizvoda. Pokušat ćemo saznati razloge zbog čega je to piće u središtu poslovne pozornosti već dugi niz godina, kao i kakav utjecaj imaju marketinške aktivnosti koje su povezane s razvojem marke i saznati razloge njene uspješnosti na tržištu. U radu se koriste sekundarne metode istraživanja, kao i primarno kvantitativno istraživanje metodom online upitnika. Online kanal za istraživanje je bila Google.docs platforma. Uz anketno istraživanje, proučavala se literatura na temu brendinga i upravljanja markama. Dodatno, s obzirom na tematiku, odličan izvor informacija su bili internetski članci i društvene mreže ponajviše stoga što je većina podataka o samom Jägermeisteru pisana u digitalnom obliku i na nekoj od digitalnih platformi. Prikupljeni su i obrađeni podaci od 219 ispitanika. Kroz istraživanje smo dobili rezultate koji u potpunosti potvrđuju obje hipoteze. Prvu hipoteza tvrdi da su brend Jägermeister te njegovi elementi vizualnog identiteta prepoznatljivi kod hrvatskih potrošača. Druga hipoteza kaže da brend Jägermeister, koji predstavlja tradiciju i dosljednu kvalitetu proizvoda, pozitivno utječe na percepciju ovog pića kod potrošača.
Abstract (english)
The subject of this paper is the importance of product branding and brand influence on consumers and market popularity in general, which is described through the Jägermeister business case, German alcoholic beverage, herbal liqueur, the most exported alcoholic drink in Germany. This paper explored how Jägermeister is recognizable brand and how Jägermeister as a company manages its famous brand. The objectives of the paper are to get an idea of how much the Jägermeister brand affects consumers/consumers' perceptions, to determine what the customer is thinking about product quality and what is the main factor while purchasing or consumption of this drink. We tried to find out why this drink has been in the focus of business attention for many years. We also tried to find out what impact have marketing activities that are related to brand development and find out the reasons of its market success. This paper uses secondary research methods as well as primary quantitative research using the online questionnaire method. The online channel for research was Google.docs platform. In addition to the survey, we studied literature on branding and brand management. Additionally, an excellent source of information were online articles and social networks, mainly because most of Jagermeister's data are written in digital form and on some of the digital platforms. We collected and processed data from 219 respondents. Both hypothesis are accepted. The first hypothesis claims that the brand Jägermeister and its elements of visual identity are recognizable to Croatian consumers. The second hypothesis claims that the brand Jägermeister, which represents tradition and consistent product quality, has a positive impact on consumer perception of this drink.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:655430
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-02 11:32:28