Santrauka:
Teorinėje dalyje aptariama prekės ženklo žinomumo svarba, taip pat analizuojamas verslas-vartotojui sektorius ir nustatomos svarbiausios marketingo priemonės žinomumo didinimui. Analitinėje dalyje pateikiama „Coffee24“ situacijos rinkoje analizė, parengiamas tyrimo klausimynas, atliekama analizė. Praktinėje darbo dalyje parengiamas žinomumo didinimo verslas-klientui sektoriuje planas ir apskaičiuojamos išlaidos.
Description:
Theoretical part discusses the importance of brand awareness, as well as analyzes the business-to-consumer sector and identifies the most important marketing tool for raising awareness. Analytical part presents analysis of Coffee24 situation in the market and preparation of research questionnaire, analysis. In the practical part of the work, a business-to customer awareness-raising plan is developed and costs are calculated. The results of work - after the analysis of survey, two main problems were identified - low brand awareness and outdated, unattractive design of coffee packaging.
