Kształtowanie marki produktu na przykładzie firmy Opoltrans
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Data
2012-09-24 23:38:18
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Abstrakt
Tematem niniejszej pracy jest opis i analiza powstawania i rozwoju marki MEGA stworzonej przez firmę Opoltrans dla dystrybuowanych przez siebie produktów. Przedstawiono historię powstania firmy oraz proces wprowadzenia na rynek marki MEGA. Zaprezentowano wygląd i oprawę graficzną produktów i ich opakowań. W pracy zastosowano narzędzie badawcze w postaci kwestionariusza ankietowego. Próbę przeprowadzono na stu klientach firmy. Na podstawie ankiety dokonano analizy rozwoju marki oraz ukazano problemy, z jakimi spotyka się firma. Wyniki ukazały, że produkty firmy są rozpoznawalne, klienci często po nie sięgają, jednak uznawane są za słabe jakościowo. Przeanalizowano przyczyny rozwoju negatywnego wizerunku marki. Przedstawiono wnioski i czynności potrzebne do poprawy jakości i opinii odbiorców.
The topic of the thesis is the description and analysis of the creation and development of the MEGA brand developed by the Opoltrans company for the products it distributes. The history of the company was presented, along with the process of introducing the MEGA brand to the market. The appearance and the graphic design of the products and their packaging were demonstrated. A research tool in the form of a survey questionnaire was used in the thesis. The survey sample included a hundred employees of the company. Based on the survey, an analysis of the brand’s development was made and the problems that the company encounters were presented. The results have shown that the company’s products are recognizable, customers do buy them frequently, but they are considered to be of poor quality. The reasons for the development of the negative image of the brand were analyzed. Conclusions and action required to improve the quality of the products and the consumers’ opinions were presented.
The topic of the thesis is the description and analysis of the creation and development of the MEGA brand developed by the Opoltrans company for the products it distributes. The history of the company was presented, along with the process of introducing the MEGA brand to the market. The appearance and the graphic design of the products and their packaging were demonstrated. A research tool in the form of a survey questionnaire was used in the thesis. The survey sample included a hundred employees of the company. Based on the survey, an analysis of the brand’s development was made and the problems that the company encounters were presented. The results have shown that the company’s products are recognizable, customers do buy them frequently, but they are considered to be of poor quality. The reasons for the development of the negative image of the brand were analyzed. Conclusions and action required to improve the quality of the products and the consumers’ opinions were presented.
Opis
Słowa kluczowe
marka, zarządzanie marką, strategia marki, wartość marki, marka produktu