PRODAJNA PROMOCIJA TRGOVSKE ZNAMKE LUMPI

Marketing communication is very important for retail companies for at least three reasons: marketing communication is an essential component of a company's strategic positioning, it decisively influences informing and persuading customers to purchase a product in that company's shop, and marketing communication creates loyal customers if they have been satisfied with the products and services. It is primarily intended to inform both consumers and other organisations.

Problem

Marketing communication is very important for retail companies for at least three reasons: marketing communication is an essential component of a company's strategic positioning, it decisively influences informing and persuading customers to purchase a product in that company's shop, and marketing communication creates loyal customers if they have been satisfied with the products and services. It is primarily intended to inform both consumers and other organisations. Communication with the market has become a necessity.

The company's goal is to get as close as possible to consumers, to encourage the customer to enquire about the company's products, which will be able to create a differential and at the same time appealing image of the brand in the eyes of customers. From this perspective, marketing communication with a retail brand is very important for the company, as with the help of marketing communication instruments it achieves a higher degree of differentiation of its own brand from competing ones. The retailer increases its price competitiveness and consequently sales, strengthens its reputation in the eyes of the customer, shapes the assortment, increases customer loyalty, as retail brand products can only be purchased from them.

Thus, for the company Mercator d.d., advertising the Lumpi brand is essential, as the number of Lumpi brand products is growing rapidly. Therefore, customers and consumers need to be informed about new products on an ongoing basis. For this purpose, the company allocates a large part of its budget to marketing communication.

The diploma thesis is divided into seven chapters, the first chapter being introductory. In the second chapter, the historical development of the company Mercator, d.d., its mission and their vision for the future are briefly presented. The third chapter is devoted to promotion and marketing communication.

This is followed by sales promotion, advertising, presentation of the Mercator retail brand and their development. The practical part of the diploma thesis is the seventh chapter, divided into the purpose and objectives of the research, followed by a graphical presentation of the responses of the female respondents, who were randomly stopped in Mercator centre SM Pesnica.