Janko Hočevar (Aragon) in Mojca Pesendorfer (Publicis Group Slovenija): Kako ostati IN?

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Pri snovanju Radenske IN so naredili pregled trga vod z okusi (profil morebitnih potrošnikov, koristi in obljube nove BZ, nakupni namen, nabor okusov …) in določili, koga mora nagovarjati, kakšne koristi in obljube mora sporočati, testirali so okuse, določili cenovni položaj, oblikovali komunikacijo … S primerom želimo prikazati, kako se celostno lotiti razvoja blagovne znamke.

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