Naslov
SALES CHANNELS DEVELOPMENT IN SOFT DRINK INDUSTRY – CASE STUDY OF BRAND CEDEVITA

Autori
Ninić, Petar ; Škrobot, Petra

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2017: Specialization and Customer Centered Retailing / Baković, Tomislav ; Knežević, Blaženka ; Dužević, Ines - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2017, (65)-(80)

ISBN
978-953-346-047-5

Skup
TRADE PERSPECTIVES 2017: Specialization and Customer Centered Retailing

Mjesto i datum
Zagreb, Hrvatska, 29.12.2017. - 30.12.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
sales channels configuration, sales channels integration, sales channel management, sales channels innovations, powdered beverage industry

Sažetak
Product distribution from producers to end- customers is one of the main factors in operational business of manufacturing companies. Today’s customers want products at a certain time, at a specifi c place and at the expected quality level. For this reason distribution channels or sales channels are confi gured and integrated in a way that focuses on customer preference. Th e numbers and levels of sales channels is also a refl ection of customers’ needs and wants. For this reason, the sales channels management in contemporary business is extremely important. Companies brand managers must make decisions regarding sales channels. Th e decisions are related whether to stay in the old sales channels where the business is operating or to expand business to new sales channels, leaving the old channels down. Th at are just a few decisions that brand managers deal with in sales channels management. In business operations oft en are a situations in which company remains in the old sales channels, but also develops and enters new sales channels. Th ese are decisions that are bind to channel management and to which managers need to pay close attention if they want to be competitive and if they want to achieve good results in their business. By entering into a new sales channels, companies gain a specifi c market segment in which they are struggling with other competitors. Th e main way how businesses are struggling with their competitors are innovations within sales channels which are based on customers need and wants. Good brand manager continuously monitors the market situation and the situation in a particular channel, continuously perceives the needs and wants of customers and dependes on this, manages innovations within a particular channel. Innovations are considered as a key element of success in a particular channel. Because of the all above-mentioned, main goals of this paper are to show the link between theory and practice related to sales channels and sales channel management within powdered beverage industry, and to emphasize the importance of entering into new sales channels. Th e aim is also to explain the importance of innovations as well as their impact on sales channels on a concrete example of Cedevita brand. Th e paper will give an overview of the relevant literature related to the topic and will present and analyze specifi c data related to the Cedevita brand which are obtained from internal sources of Atlantic Grupa.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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