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2011 | nr 5 (54) | 78--90
Tytuł artykułu

Marketing Strategy of the New Product Introduction on the Market

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Choosing an effective marketing strategy is essential and key factor of the companies´ success when introducing the new product. Usually the effective marketing strategy means implementing of marketing mix in the practise. Danone company realizes that to attract the attention of the customers and wide society is possible only by implementing of carefully chosen tools of marketing communication policy and combine them in the best possible way with the only aim to introduce the new product to the customers and make them to buy this new product. The company developed a project "Available Activia" pointing at the reasonable price of the Activia products. With the perfect concept Danone wanted to attack the competition and bring yogurt with scientifically proven probiotic effects to the attention of the general public. In order to meet those objectives Danone developed a marketing strategy, consisting of product policy, price policy, distribution policy and communication policy while the promotion was based on the most powerful tool of communication policy - advertising on TV, in the other media and internet. (original abstract)
Twórcy
  • Slovak Agricultural University in Nitra
  • Slovak Agricultural University in Nitra
Bibliografia
  • Agriculture and Rural Development. School Milk Scheme. (24.3.2011) Available online at http://ec.europa.eu/agriculture/markets/milk/schoolmilk/index_en.htm
  • Danone company. (21.2.2011) Avaliable online at : www.danone.sk
  • Euromonitor International. The concept of milk production and dairy industry in the Slovak Republic (22.1.2010) Avaliable online at http://www.euromonitor.com/dairy-in-slovakia/report
  • Euromonitor International. Dairy in Slovakia. (21.2.2010) Avaliable online at http://www.euromonitor.com/dairy-in-slovakia/report
  • KUBICOVÁ, Ľubica. 2007. Income situation and purchasing behaviour of the inhabitants on the food market in the Slovak Republik. In: Proceedings of the international scientific conference Agrarian Perspectives XVI. European trends in agriculture and rural development.Prague:CZU, 2007. p. 1-9 . ISBN 978-80-213-1675-1.
  • KUBICOVÁ, Ľubica - KÁDEKOVÁ, Zdenka. 2010. Comparison of Consumption on the Food Market between Slovakia and Austria. In Delhi Business Review, Vol. 11, 2010, No.2. p. 47-60. ISSN 0972-222X
  • KRETTER, A. - ŠIMO, D. - NAGYOVÁ, Ľ. - VICEN, M. 2008. Marketing. Nitra: SPU, 2008. s. 262-269. ISBN: 978-80-552-0134-4.
  • KRÍŽOVÁ, Silvia. 2009: Selected food verticals and their impact on prices of food products. In:Agricultural Economics. Vol. 55. No.2. p. 94-101. ISSN 0139-570X.
  • NAGYOVÁ, Ľudmila - KÁDEKOVÁ, Zdenka - ROVNÝ, Patrik. 2010. Shopping environment and shopping atmosphere. In: HORSKÁ, Elena - NAGYOVÁ, Ľudmila - ROVNÝ, Patrik. a kolektív: 2010. Merchandising aevent marketing for agricultural products. Nitra : SUA, 2010, 329 p. ISBN: 978-80-552-0469-7
  • SUPEKOVÁ, Soňa - NAGYOVÁ, Ľudmila - KÁDEKOVÁ, Zdenka a.i. 2010. EU quality policy: application in the conditions of the EU and Slovakia. In: 11th international conference. International scienticic days 2010. "Global economy: Challenges and perspectives" May 26-28, 2010, Nitra. in Nitra : Slovak University of Agriculture, 2010. p.126. ISBN: 978-80-552-0386-7
  • Statistical Office of the Slovak Republic . ( 21.2.2011) Avaliable online at: www.statistics.sk
  • KUBICOVÁ, Ľubica 2008. Consumer demand for food. Nitra: SUA Monograph, 2008. p.85. ISBN: 978-80-552-0092-7
  • VICEN, Michal -KUBICOVÁ, Ľubica- MINÁROVÁ Martina. 2009. Strategic marketing. Nitra : SPU v Nitre, 2009. 220 p. ISBN 978-80-552-0179-5
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171347543

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