Faktori maloprodaje u pozicioniranju brenda

Abstract

U radu su predstavljene osnove planiranja i implementacije aktivnosti maloprodaje u okviru procesa pozicioniranja brenda, kao i analiza njihovog učinka. Osvrt na maloprodajno okruženje je sproveden kroz razvijanje modela upravljanja maloprodajom sa definisanjem osnovnih faktora i kriterijuma takvog procesa. Uzevši u obzir nedovoljno istraženu oblast uloge maloprodaje u izgradnji i pozicioniranju brenda i potrebu za postavljanjem osnova organizovanja sistema maloprodajnih mreža, kao jednog od bazičnih podsistema marketinga, predmet istraživanja sprovedenog u radu, šire posmatrano, predstavlja postavljanje teorijske podrške pomenutim aktivnostima, u cilju njihovog efikasnog razvoja i primene. U tom smislu, sprovedena je analiza uloge i značaja pozicioniranosti organizacije i njenog brenda, na osnovu činjenice o značajnom uticaju maloprodajne mreže, u tom kontekstu. S obzirom na povezanost uspešnog pozicioniranja brenda i njegove ekspanzije kroz maloprodajne mreže, utvrđen je i značaj pronalaženja novih mogućnosti za unapređenje postojećih strategija maloprodaje. Istražen je uticaj i raznovrsnost najvažnijih faktora i kriterijuma koji imaju uticaj na formulisanje uspešnih maloprodajnih aktivnosti i izvršena sistematizacija saznanja o neophodnosti razvoja maloprodajne mreže. .

This paper gives the basic characteristics of a retail process as a function of the development of a successful brand. The retail network is continuously progressing, developing its abilities, successfully adjusting to its environment, and which is the most important it is persistently following wishes and needs of its consumers, and is satisfying them through high-quality offers. The retail network is relatively a new business structure, which has a great potential for competitive advantage. Once, prestigious partners to retailers, which have represented successful brands, they are often perceived to be stripped of rank and to come back at the level of common suppliers. Also, the suppliers' brands have no longer the position as they had, their status has decreased and their former power is gone, as a more superior, compared to the retailers. The inertia, enjoying 'the old glory', thinking in the manner of the same well-established formula as well as the inability to adjust themselves to the changes occurring among consumers have led the majority of the brands to be stuck in the past. The companies have to stop this increasing phenomenon, if they do not want to face in the near future, even more dramatic and more harmful consequences. Since the main aim of the research, performed in this work, was to determine the importance of retail brand positioning, the retail environment was analyzed, with special emphases on the consumer role in retail, and factors of successful retail activities. As a special aspect of successful retail, the environment of retail place was determined and within this, the effects of the retail places' atmosphere. For setting the retail strategy framework, the following basic entities are observed: product, price, exclusivity, quick response, information technology, price strategy, logistics and competitiveness. .