| Abstract | Cilj diplomskog rada koji je rezultat proučavanja stvarnog projekta koji je već dugi niz godina poznat na našem teritoriju, a pogotovo u svijetu kulinarstva, pod nazivom Sašina kuhinja je proučavanje i analiza samog projekta i konkretni prijedlozi razvijanja istog kroz nove marketinške alate i komunikacijske kanale u budućnosti. Kako bismo to uspjeli prvo je bilo potrebno objasniti i proći kroz teorijski dio o samim vrstama, procesima i načinima oblikovanja marketinške komunikacije. Nakon toga i objasniti teorijski značaj marketinške komunikacije kao važan proces pristupa potencijalnoj publici. Marketinška komunikacija počinje od kreiranja velikog broja alata, a svakako je jedan od njih i definiranje i uloga samog brenda. U ovom radu osvrnuli smo se i na samu ulogu brenda u marketingu kroz njegovu ulogu, alate, proces brendiranja i strategiju koju je potrebno primijeniti, kao i na izazove na koje moramo biti spremni u samom procesu. Nakon što je postavljen teorijski okvir, pristupilo se konkretnom opisu projekta koji je tema ovog rada. Analizirali su se dosadašnji rezultati projekta, trenutna situacija projekta s marketinške strane uz pomoć digitalnih medija na kojima se projekt nalazi i uz veliku pomoć intervjua koji je odrađen sa samim kreatorom projekta. Nakon svih dobivenih i analiziranih rezultata napravljen je konkretan prijedlog strategije marketinške komunikacije u budućnosti sa svrhom daljnjeg rasta i razvoja projekta kroz nove oblike i pristupe sadašnjoj i novoj ciljanoj populaciji. |
| Abstract (english) | The purpose of this thesis, which is the result of the study on a real project that has been known for many years on our territory, and especially in the culinary world, called Sasha's kitchen, is the study and analysis of the project itself and concrete proposals for developing it through new tools and communication channels in the future. In order to come to final conclusion, first it was necessary to explain and go through the theoretical part about the very types, processes and ways of shaping marketing communication. After that, we explained the theoretical significance of marketing communication as an important process of approaching a potential audience. Marketing communication begins with the creation of many tools, and certainly one of them is the definition and role of the brand itself. In this paper, we looked at the very role of the brand in marketing through its role, tools, branding process and the strategy that needs to be applied, as well as the challenges that we must be prepared for in the process itself. After the theoretical framework was established, the concrete description of the project, which is the subject of this work, was approached. The previous results of the project, the current situation of the project from the marketing side were analysed with the help of digital media as the main channel of communication and with the great help of an interview with the creator of the project. After all obtained and analysed results, a concrete proposal of marketing communication strategy for the future was made, with the purpose of further growth and development of the project through new marketing channels and tools, aimed to the current and new target population. |
