Introducing a New Brand to the Market

The choice of research project is of a practical nature, as the company Avtotehna oprema d.o.o. is currently in the phase of launching a new brand onto the Slovenian market. In the twenty-first century, competitiveness and competition in the domestic and global market have become very unforgiving. The diploma thesis consists of two parts, where the first part presents the theoretical foundations, whilst the second part is empirical, in which an analysis was conducted using a questionnaire.

Problem

The choice of research project is of a practical nature, as the company Avtotehna oprema d.o.o. is currently in the phase of launching a new brand onto the Slovenian market. In the twenty-first century, competitiveness and competition in the domestic and global market have become very unforgiving. Battles are being fought between competitors over whose product is better, of higher quality, what it offers compared to the competition, which product is the best-selling and why.

Which products bring the company greater profits, how long they will remain on the market. Competition is ever stronger and faster, it is necessary to follow the competition both with the product and with customer needs. Nowadays, with all the technology, even the best innovations in products and technologies do not remain hidden from the competition for long, and this is also the case with product sales.

Solution and Method

The diploma thesis consists of two parts, where the first part presents the theoretical foundations, whilst the second part is empirical, in which an analysis was conducted using a questionnaire. In the first part, or in the second chapter, basic concepts are discussed that are key to understanding product marketing. In the third chapter, we focus on the process of developing and launching a new product onto the market.

A key element of this process is the development of a marketing strategy, which plays a central role in planning how to achieve market objectives. In the fourth chapter, product testing will be addressed, which is crucial for the company as it provides an external perspective on the product. Feedback is gathered from potential or current consumers through conversations, surveys and online interactions.

The empirical part of the diploma thesis focuses on the implementation and analysis of a questionnaire, which was intended to obtain information about satisfaction with the offer of the company Avtotehna oprema d.o.o., brand recognition of 77 Lubricants and the use of biodegradable oils. The company is in the phase of launching a new brand of lubricating oils, 77 Lubricants, which is internationally recognised. Based on the theoretical part, the survey, analyses and the practical work itself and data from the field, a clear picture will be obtained of where the brand is positioned and who their target customers are.

Brand recognition has a major influence, as customers are distrustful. Marketing activities have a significant psychological impact on the customer's decision when choosing a brand and their decisions in selecting it.