METODE POSPEŠEVANJA PRODAJE NOVEGA KOZMETIČNEGA IZDELKA V PODJETJU X - Krampač, Barbara (B. Krampač, 2012)
Zadnja leta pospeševanje prodaje beleži precej strmo rast, katere primarna dejavnost je spodbujanje potrošnika k nakupu. Uporablja jo velika večina proizvajalcev, trgovcev na debelo in drobno ter ostale organizacije. Pravilna uporaba lahko privede do boljše prepoznavnosti posamezne blagovne znamke in zadovoljitev kupčevih potreb. V Podjetju X izvajamo različne aktivnosti, katere s pomočjo proizvajalca organiziramo izključno sami. Uporabljamo metodo znižanih cen, preizkušanj, daril, predstavitev in poudarjamo ugodnosti, tako za trgovskega posrednika kot tudi za potencialnega končnega kupca. V diplomskem delu je prikazano planiranje, uspešnost in analiza pospeševanja prodaje novega kozmetičnega izdelka. Najboljše rezultate beležimo v obdobju metode znižanih cen in preizkušanja izdelka na prodajnih mestih, za katere je Podjetje X namenilo največ sredstev. Podjetje X želi ostati eden vodilnih in cenjenih ponudnikov kozmetičnih izdelkov v regiji, zato v prihodnje načrtuje širitev asortimenta in bogatitev ponudbe prestižnih, kakor tudi kozmetičnih izdelkov široke potrošnje. Sales promotion is during last year’s noting sharp growth, which primary activity is to promote the customer to purchase. It's used from large number of producers, wholesalers, retailers and other organizations. Company X is performing various activities which are assisted by producer and organized exclusively by ourselves. We used reduced price methods, tests, gifts, layouts and underline the benefits for potential end consumers as well as for commercial traders and retailers in this matter. This thesis presents planning, effectiveness and analysis of sales promotion for new cosmetic product. We are noting best results and effects in period of price reduction method and product testing in certain point of sale, for which Company X dedicated most of assets. Company X whishes to stay one of the leading and valued suppliers in the region and planning to expand and enrich their assortment of prestige cosmetics as well as for fast moving cosmetics consumer goods in future.