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undergraduate thesis
Lansiranje novog proizvoda na primjeru poduzeća "Ledo"
2023. urn:nbn:hr:137:760097
Radola, Antonio
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Radola, A. (2023). Lansiranje novog proizvoda na primjeru poduzeća "Ledo" (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:760097

Radola, Antonio. "Lansiranje novog proizvoda na primjeru poduzeća "Ledo"." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:760097

Radola, Antonio. "Lansiranje novog proizvoda na primjeru poduzeća "Ledo"." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:760097

Radola, A. (2023). 'Lansiranje novog proizvoda na primjeru poduzeća "Ledo"', Undergraduate thesis, University of Pula, accessed 05 April 2025, https://urn.nsk.hr/urn:nbn:hr:137:760097

Radola A. Lansiranje novog proizvoda na primjeru poduzeća "Ledo" [Undergraduate thesis]. Pula: University of Pula; 2023 [cited 2025 April 05] Available at: https://urn.nsk.hr/urn:nbn:hr:137:760097

A. Radola, "Lansiranje novog proizvoda na primjeru poduzeća "Ledo"", Undergraduate thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:760097

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Metadata
TitleLansiranje novog proizvoda na primjeru poduzeća "Ledo"
Title (english)Launching a New Product on the Example of a Company "Ledo"
AuthorAntonio Radola
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se analizira proces razvoja i marketinga, odnosno lansiranja novog proizvoda, na primjeru dvaju proizvoda kompanije Ledo – mješavina povrća i žitarica Bulgur i Quinoa. Razvoj novog proizvoda sastoji se od četiri ključna koraka: ideje, razvoja koncepta na temelju ideje, testiranja i marketinga. U sklopu marketinga odvija se proces lansiranja novog proizvoda na tržište s ciljem zauzimanja željene tržišne pozicije, zadržavanja iste te eventualno poboljšanja. U procesu lansiranja novog... More proizvoda važan element je inovacija - To se može vidjeti na primjeru analiziranih proizvoda: kompanija Ledo uspješno je lansirala svoja dva proizvoda – mješavine povrća Bulgur i Quinou – velikim dijelom zahvaljujući inovativnosti ovih proizvoda. Inovativnost se sastoji u tome da je kompanija kreirala proizvode koji predstavljaju kompletan obrok s povrćem i žitaricama koje u potpunosti zadovoljavaju nove trendove u prehrani, a to je preferiranje složenih ugljikohidrata i svođenje glutena na najmanju moguću mjeru, kao i eliminacija štetnih transmasti, rafiniranog šećera i soli. Uz to, Ledovi su proizvodi praktični, brzo se pripremaju, te su cjenovno dostupni širim slojevima kupaca, što je bilo ključno u uspješnom lnsiranju na tržište. Less
Abstract (english)
The paper analyzes the process of development and marketing, i.e. the launch of a new product, on the example of two products of Croatian company Ledo - a mixture of vegetables and cereals, Bulgur and Quinoa. New product development consists of four key steps: idea, concept development based on the idea, testing and marketing. As part of marketing, the process of launching a new product on the market takes place with the aim of taking the desired market position, maintaining it and... More possibly improving it. In the process of launching a new product innovation is one of the most important elements. This can be seen on the example of the analyzed products: the company Ledo successfully launched its two products – vegetable and cereals mixes Bulgur and Quinoa - largely thanks to the innovation of these products. The innovation is based on the fact that the company has created products that represent a complete meal with vegetables and grains that fully meet the new trends in nutrition, namely the preference for complex carbohydrates and the reduction of gluten to the minimum possible, as well as the elimination of harmful trans fats, refined sugar and salts. In addition, Ledov's products are practical, quick to prepare, and affordable to a wide range of customers, and that was most important in successful product placement. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:760097
Study programmeTitle: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management
Course: Finance
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-10-03 12:58:53
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