Santrauka:
Marketingo kompleksas ir jo panaudojimas AB „Premia KPC“ veikloje gali užtikrinti sėkmingą veiklą ir efektyviai panaudotus resursus. Įmonei, siekiančiai didesnės rinkos ir produkcijos populiarumo svarbu, kad apie jų gaminamą produktą sužinotų vartotojai.
Description:
Miglė Balionytė. AB Premia KPC solutions for the improvement of the ice cream marketing mix. Professional BA thesis. Supervisor Lecturer Vilija Mieliauskienė. Department of Administration, Faculty of Management and Economics, Kauno Kolegija/ University of Applied Sciences. - Kaunas, 2018. 60 pages.
The thesis analyzes the theoretical aspects of the marketing mix, provides different authors descriptions for each element of the marketing mix. The marketing mix and its use in the activities of AB Premia KPC can ensure successful performance and effective use of resources. When seeking for bigger market share, it is very important for a company to increase consumer awareness about it`s product and guarantee the quality of it that meets costumer expectations. The main problem of the professional BA thesis. Insufficient use of existing advertising channels in order to maximize brand awareness in Lithuania is the main problem that AB Premia KPC faces with. The following questions are analised in the work: Which element of the marketing mix is the most important in the company? Which marketing mix element should be improved? What is the consumer opinion about the AB Premia KPC ice cream marketing mix? The aim of the professional BA thesis. to analyze the solutions for improvement of AB Premia KPC ice cream marketing mix. Methods of the professional BA thesis. Scientific literature analysis, quantitative research method (questionnaire), qualitative research method (interview), analysis of statistic data. The structure. Theoretical aspects of the marketing mix are discussed in the theoretical part. Analysis of AB Premia KPC performance in provided and the results of qualitative and quantitative research are presented in the analytical part. Solutions for improving the marketing mix are described in the project part. The results/conclusions. Analyzed theoretical aspects of the marketing mix on the basis of which the activities of the company are investigated. Description of AB Premia KPC activities, its history, company SWOT analysis, PEST and internal analysis of the company. The study revealed that consumers are most important when choosing ice cream is: product quality, taste and ability to win a product. Prepare solutions for improvement of AB Premia KPC ice cream marketing mix. Brief suggestions/recommendations - AB Premia KPC is proposed to use existing promotion measures more effectively, to promote more products at town events, to prepare games to win the company's products. The work consists of: 60 pages, 8 tables, 36 pictures, 25 sources of information, 5 appendices.
