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master's thesis
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PRIVATE LABEL STRATEGY
Klaudija Krešić (2018)
Polytehnic in Pozega
Social department
Cite this document...

Krešić, K. (2018). STRATEGIJA PRIVATNIH MARAKA (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:112:363156

Krešić, Klaudija. "STRATEGIJA PRIVATNIH MARAKA." Master's thesis, Polytehnic in Pozega, 2018. https://urn.nsk.hr/urn:nbn:hr:112:363156

Krešić, Klaudija. "STRATEGIJA PRIVATNIH MARAKA." Master's thesis, Polytehnic in Pozega, 2018. https://urn.nsk.hr/urn:nbn:hr:112:363156

Krešić, K. (2018). 'STRATEGIJA PRIVATNIH MARAKA', Master's thesis, Polytehnic in Pozega, accessed 17 August 2019, https://urn.nsk.hr/urn:nbn:hr:112:363156

Krešić K. STRATEGIJA PRIVATNIH MARAKA [Master's thesis]. Požega: Polytehnic in Pozega; 2018 [cited 2019 August 17] Available at: https://urn.nsk.hr/urn:nbn:hr:112:363156

K. Krešić, "STRATEGIJA PRIVATNIH MARAKA", Master's thesis, Polytehnic in Pozega, Požega, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:112:363156

Metadata
TitleSTRATEGIJA PRIVATNIH MARAKA
Title (english)PRIVATE LABEL STRATEGY
AuthorKlaudija Krešić
MentorBerislav Andrlić (mentor)
Committee memberMario Hak (predsjednik povjerenstva)
Committee memberBerislav Andrlić (član povjerenstva)
Committee memberAnton Devčić (član povjerenstva)
GranterPolytehnic in Pozega
(Social department)
Požega
Defense date and country2018-01-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Privatne su marke znane još i kao vlastite, trgovačke, marke distributera i marke posrednika, te one označavaju marke posrednika za proizvode na kojima naziv proizvođača nije istaknut, omogućuju brz i jeftin pristup stranim tržištima, a proizvođač nema nikakvog utjecaja na cijene i prima malo povratnih informacija s tržišta. Privatne su marke zapravo marke u vlasništvu posrednika koji angažiraju proizvođače radi proizvodnje proizvoda kojima će marka biti dodijeljena. Trgovcima privatne marke služe kao sredstvo diferencijacije i zadovoljavanja potreba kupaca kategorijom proizvoda koja je cjenovno niža. Privatne marke imaju brojne prednosti za svoje vlasnike jer pomoću njih mogu privući, ali i zadržati klijente, slobodnije formirati cijene te se lakše oduprijeti ucjenama jakih proizvođačkih maraka. Vodeći trgovci koje se bave promicanjem privatnih maraka na tržištu imaju dobro osmišljen program razvoja privatnih maraka i često koriste strategije nacionalnih maraka poput slične boje, logotipa i pakiranja kako bi stekli povjerenje potrošača prema privatnim markama. Glavna je strategija razvoja privatnih maraka upravo niža cijena od nacionalnih maraka.
Abstract (english)
Private brands are also known as their own, trade, distributor brands and intermediary brands, and they indicate brokers for products where the name of the manufacturer has not been highlighted, allow fast and inexpensive access to foreign markets, and the manufacturer has no impact on prices and receives little feedback information from the market. Private brands are actually brands owned by brokers who engage manufacturers to produce products to which the brand will be awarded. Private Brand Traders serve as a means of differentiating and meeting customer needs with a product category that is priced lower. Private brands have a number of advantages to their owners, because they can attract and retain customers, freely formulate prices, and more easily resist the tear of strong brand names. Leading private equity marketers have a well-designed private label development program and often use national brand strategies such as similar colors, logos, and packaging to gain consumer confidence in private brands. The main strategy of private label development is the lower price of national brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:112:363156
Study programmeTitle: Trgovinsko poslovanje
Study programme type: stručni
Study level: specijalistički diplomski
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsRestricted access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Created on2018-02-08 07:39:21