Ilgtspējīgs produkta iepakojums kā zīmola “Madara Cosmetics” attīstības faktors
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Date
2021
Authors
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Publisher
Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Ilgtspējīgs produkta iepakojums kā zīmola “Madara Cosmetics” attīstības
faktors” ietveros tiek veikts pētījums ar mērķi izpētīt ilgtspējīga produkta iepakojuma ietekmi uz AS
“Madara Cosmetics” zīmola attīstību. Mūsdienu patērētāji arvien vairāk apzinās ražošanas un
produkta iepakojuma izcelsmes ietekmi uz vidi un sekas neatbildīgai, neilgtspējīgai uzņēmuma
rīcībai. Patērētāji ir tendēti analizēt, sekot līdzi zīmolam, tā vērtībām un darbībām, ko uzņēmums veic
ne tikai mārketinga, bet arī ražošanas un sociālās atbildības ietvaros, tādējādi lai saglabātu
konkurētspēju, veidotu stabilas, uz attīstību vērstas attiecības ar patērētāju, kā arī palielinātu zīmola
vērtību un pozitīvu tā tēlu, ir svarīgi ieviest ilgtspējīga iepakojuma praksi un izpētīt tā ietekmi uz
zīmolu. Lai izstrādātu pētījumu tiek pielietota monogrāfiskā metode, sekundāro datu analīze, grafiskā
metode, kā arī kvantitatīvā pētījuma metode.
Pētījuma rezultātā tika noskaidrots, ka Latvijas patērētāji pievērš uzmanību un ir gatavi
izvēlēties zīmolu, kas nodrošina ilgtspējīga iepakojuma praksi, kā arī maksāt vairāk par zīmola
produktiem, kuri savus produktus iepako ilgtspējīgi. Pamatojoties uz veikto pētījumu, darba rezultātā
tika izvirzīti 2 priekšlikumi AS “Madara Cosmetics” produkta speciālistam. Produkta iepakojuma
dizaina izstrādē iekļaut digitālu QR koda risinājumu, kas sniedz patērētājiem papildus informāciju
par zīmola veiktajām ilgtspējīga produkta iepakojuma praksēm un iespējām sadarboties ar kopīgu
mērķi pozitīvi ietekmēt vidi un samazināt atkritumus. Šādas prakses ieviešanai tika izstrādāts 6
galveno soļu plāns. Kā otro priekšlikumu darba autore izvirza atkārtoti uzpildāma produkta un
uzpildes stacijas ieviešanu pēc Covid-19 pandēmijas ierobežojumu atcelšanas, kā jaunu praksi
Latvijas patērētājiem, tādējādi palielinot zīmola iesaisti un produktu uztverto vērtību.
Bakalaura darba apjoms ir 55 lapaspuses, tas satur 11 attēlus, 4 tabulas un 5 pielikumi.
Atslēgas vārdi: ilgtspējīgs produkta iepakojums, ilgtspējīgs zīmols, zīmola attīstība.
Within the framework of the bachelor's thesis “Sustainable product packaging as the development factor of the brand“ Madara Cosmetics ”” a research is carried out with the aim to study the impact of sustainable product packaging on the development of the brand of JSC “Madara Cosmetics”. Today's consumers are increasingly aware of the environmental impact of the origin of production and product packaging and the consequences of irresponsible, unsustainable business behavior. Consumers tend to analyze, follow the brand, its values and activities, not only in marketing but also in production and social responsibility, in order to remain competitive, build stable, developmentoriented relationships with consumers, and increase brand value and positive image, it is important to introduce sustainable packaging practices and to study its impact on the brand. To develop the study, the monographic method, secondary data analysis, graphical method, as well as quantitative research method are used. As a result of the research, it was found that Latvian consumers pay attention and are ready to choose a brand that ensures sustainable packaging practices, as well as pay more for branded products that package their products sustainably. Based on the performed research, as a result of the work, 2 proposals were put forward for the product specialist of JSC “Madara Cosmetics”. Include a digital QR code solution in product packaging design that provides consumers with additional information about the brand's sustainable product packaging practices and opportunities to work with the common goal of positive environmental impact and waste reduction. A plan of 6 main steps was developed for the implementation of such a practice. As the second proposal, the author puts forward the introduction of a refillable product and a filling station after the lifting of the Covid-19 pandemic restrictions as a new practice for Latvian consumers, thus increasing the brand involvement and the perceived value of the products. Keywords: sustainable product packaging, sustainable brand, brand development.
Within the framework of the bachelor's thesis “Sustainable product packaging as the development factor of the brand“ Madara Cosmetics ”” a research is carried out with the aim to study the impact of sustainable product packaging on the development of the brand of JSC “Madara Cosmetics”. Today's consumers are increasingly aware of the environmental impact of the origin of production and product packaging and the consequences of irresponsible, unsustainable business behavior. Consumers tend to analyze, follow the brand, its values and activities, not only in marketing but also in production and social responsibility, in order to remain competitive, build stable, developmentoriented relationships with consumers, and increase brand value and positive image, it is important to introduce sustainable packaging practices and to study its impact on the brand. To develop the study, the monographic method, secondary data analysis, graphical method, as well as quantitative research method are used. As a result of the research, it was found that Latvian consumers pay attention and are ready to choose a brand that ensures sustainable packaging practices, as well as pay more for branded products that package their products sustainably. Based on the performed research, as a result of the work, 2 proposals were put forward for the product specialist of JSC “Madara Cosmetics”. Include a digital QR code solution in product packaging design that provides consumers with additional information about the brand's sustainable product packaging practices and opportunities to work with the common goal of positive environmental impact and waste reduction. A plan of 6 main steps was developed for the implementation of such a practice. As the second proposal, the author puts forward the introduction of a refillable product and a filling station after the lifting of the Covid-19 pandemic restrictions as a new practice for Latvian consumers, thus increasing the brand involvement and the perceived value of the products. Keywords: sustainable product packaging, sustainable brand, brand development.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
ilgtspējīgs produkta iepakojums, ilgtspējīgs zīmols, zīmola attīstība, sustainable product packaging, sustainable brand, brand development