DOCSLIB.ORG

Mission to Create High-Quality Branded Products That Acquire the Trust of Clients and Consumers. Vision to Be the Leading Food C

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Mission to Create High-Quality Branded Products That Acquire the Trust of Clients and Consumers. Vision to Be the Leading Food C mission To create high-quality branded products that acquire the trust of clients and consumers. vision To be the leading food company in knowledge, consumer relations and revenues among companies headquartered in the region of Southeast, Central and Eastern Europe, as well as a pharmaceutical company which achieves more through a distinctive partnership approach. podravka annual report 2006 podravka annual report 2006 page 4 impresum publisher — Podravka d.d. editor — Drenislav Žekić design — Bruketa&Žinić om illustrations — Tomislav Tomić typography — Thema – Nikola Đurek i Lexicon – Bram De Does paper — Conqueror Laid Brilliant White 120 g/m2, Munken Polar 130 g/m2, Soporset 90 g/m2 photography — Nikola Wolf prepress — Danko Đurašin editing and proofreading — Ivana Korošec Vujica photoliths — mit d.o.o. production — ibl d.o.o., Boris Matešić, Luka Šarić podravka annual report 2006 page 5 contents 6 — President’s Statement 8 — Podravka Group in 2006 20 — Podravka Group Business Results 26 — Report on Podravka Share Movement 29 — Management Board Biographies 34 — Supervisory Board Biographies 42 — Interviews 67 — Brands 90 — Report of the Supervisory Board of Podravka 92 — Auditor’s Report 94 — Consolidated Financial Statements president’S statement podravka annual report 2006 page 6 president’s statement Looking at the results achieved in 2006 we can say that they are where we realize significantly higher margins compared to as expected. We continued the started restructuring process commercial goods. Sales growth of practically all Podravka and outsourced some of our non-basic activities. Some inter- brands completely compensates and exceeds the drop in com- nal processes in sales, distribution, marketing, production and mercial goods sale. administrative functions are undergoing the process of turn- Looking at markets, 54% of total revenues of Podravka Group ing more economical. is realized in Croatian market, still the most significant mar- In 2006 Podravka realized total sales revenues amounting to ket for Podravka. Share of individual foreign markets in the hrk 3.5 million. In spite of the partial discontinuation of Nestle total sales revenue is the highest for the market of South-East products distribution for the markets of Serbia, and complete Europe (22.5%), followed by market of Central Europe (12.5%), discontinuation for markets of Bosnia and Herzegovina and Western Europe, overseas countries and the Orient (6.4%) and Macedonia, total sales revenues of Podravka Group are higher market of Eastern Europe (4.4%). Also worth mentioning is than the year before. What makes us particularly pleased is that the highest growth in the market of Eastern Europe, and it the increased revenues are primarily a result of organic growth was 12%. We are extremely pleased with last year’s growth of almost all Podravka brands. Per product groups, the highest Index, which contains blue chip stocks of the biggest compa- growth of 7% marks the group Baby food, sweets and snack nies listed in the stock markets of Zagreb, Ljubljana, Bucha- Sales growth was also marked in the category Meat and meat rest and Sofia. During the past year we were extremely active products (5%), Podravka dishes (4%), Fruit and vegetables in launching new products. Among others, we have launched (4%) and Beverages (1%), while the category Food seasonings Čokolino Crunch and Čokolino Maxi, Vegeta piquant, Čokolino remained at last year’s level. cream spread, Lino baby food with prebiotic, Podravka tor- Our investments in 2006 were hrk 184 million, the major- tilla chips and many others. Perhaps the most interesting new ity of which was invested in the new baby food factory which product is Vegeta liquid stock for Australian market, which will have the capacities to completely satisfy the demands of increased total Vegeta share on Australian market of food sea- new generation of consumers. I would also like to mention sonings from 22 to 29%. This is just another in the series of that in the past year there was an increase in traded quantities examples of innovativeness and adjusting to specific needs of of Podravka’s share of 44%, while wacp in 2006 was hrk 400, local markets throughout the world. Last year’s activity partic- which is 35% increase compared to the year before. In February ularly worth mentioning is the purchase of eva – canned fish 2006 our stock was listed in the Wienna Stock Exchange - setx brand, where Podravka for the first time decided to purchase podravka annual report 2006 page 7 president’s statement only one brand, not the entire company. Eva is one of the most tainable development principles in world economy. In the past accepted brands of canned fish in the markets of Croatia and year we also continued the trend of investing into education of South-East Europe with an enormous potential of expanding our employees and such investment will continue also in the its range with new products. Purchasing renowned brands future. We feel that our employees, along with our brands, are continues also in 2007. the inexhaustible source of competitive advantage. Last year Podravka won Superbrand title in Slovakia, while We also believe that the upcoming business year will be even Vegeta brand won that same time title for the second time in a more successful and that we will continue winning the trust row for Russian market. of our consumers on all markets. I would also like to point out that in 2006 we presided over the Croatian Council for Sustainable Development. Along with this, we were the only Croatian member of the World Business Council for Sustainable Development, an umbrella organiza- Best regards, tion which promotes and encourages the application of sus- darko marinac, Management Board President podravka GROUP IN 2006 podravka annual report 2006 page 8 podravka group in 2006 january belupo purchased the partner’s share of deltis pharm podravka – regional investor of the year 2005 in – The president of the Management Board of Belupo, Stanis- poland – Distinguished foreign companies operating lav Biondić, and Branko Tomašić, owner of the Zagreb com- in Poland were awarded the high recognition of Inves- pany Deltis Pharm, signed a contract on the sale and transfer tor of the Year 2005 in Warsaw in late 2005. The goal of the partner’s share of Deltis Pharm, according to which of the competition, organized by the Media Partner Belupo acquired one hundred percent of the partner’s share Group and the Embassy of the Republic of France, was of the company. to honor the largest foreign enterprises that operate on Polish terrain. Companies eligible to participate in belupo signed a contract on distribution and repre- the competition were those whose investments exceed sentation on the rumanian market – Member of the usd 1 million and are creating new jobs. Podravka won Management Board of Belupo d.d., Hrvoje Kolarić and the recognition as the Investor of the Year 2005 in the the owner of the Rumanian wholesale pharmaceutical Lubuskie Region. company a+g Med Trading d.o.o., Adrian Cristea, signed in Koprivnica a contract on distribution and representa- Čokolino maxi is a mixture of Čokolino flakes, chunks of tion. With this contract Belupo has authorized the whole- chocolate, chocolate-coated puffed-rice clusters and corn sale pharmaceutical company a+g Med Trading d.o.o. for flakes. Čokolino is one of the strongest brands and the import, distribution, sales and marketing on Rumanian leader in the category of baby food in the region of South- market. east Europe. It has been on the market for a full 30 years and many generations of the youngest consumers have february grown up with Čokolino. new products on the croatian market and the mar- kets of southeast europe – In order to keep up with belupo awarded the croatian quality label – For the world food trends, particularly the rising habit to con- third time, a product in the Belupo portfolio of medicinal sume cereals for breakfast, Podravka’s Lino Team prepared products has received the Croatian Quality label. Last year for the launching of new products: Čokolino Crunch and this prestigious symbol was earned by Irumed and Iruzid, Čokolino maxi. Čokolino Crunch consists of chocolate- and this year it was awarded to only one herbal medicinal flavored cereal puffs, the favorite cereal flavor and form. product, Ginkgo Belupo. podravka annual report 2006 page 9 podravka group in 2006 superbrand russia awarded to vegeta in moscow – At a famous multinational companies dominate among the win- ceremony held in Moscow, Podravka was recognized for its ners (Kodak, Goodyear, Knauf, Duracell, dhl, MasterCard, most popular brand, Vegeta. After receiving Superbrand sta- etc.) and domestic Russian brands (Aeroflot, Ruska gazeta tus in Hungary and Poland, Vegeta was awarded the status of etc.) and Vegeta is one of the very few brands from this part of Superbrand Russia for the year 2005. The evaluation and qual- Europe that have been awarded the status of Superbrand. ification of the brand was conducted on the basis of data from the research company of acnielsen and comcon, by an inde- tennis tournament in umag to be called atp studena pendent commission of experts consisting of distinguished croatia open umag – According to a three-year sponsor- professionals from the fields of marketing and branding, and ship contract among Podravka and the companies Istragolf from the consumers themselves. A total of 1,033 brands, which and Istraturist, organizers of the atp from Umag, Podrav- occupy leading positions in terms of sales volume and brand ka’s well-known brand Studena has become the title sponsor recognition on the Russian market, were candidates for the of the tournament that will be held for the next three years award and for the right to bear the symbol.
Load more

Recommended publications
  • Customer Satisfaction of the Co-Branded Food Products on Croatian Market
    Journal of Economics, Business and Management, Vol. 7, No. 4, November 2019 Customer Satisfaction of the Co-branded Food Products on Croatian Market Berislav Andrlic, Anton Devcic, and Mario Hak Abstract—This scientific paper describes the marketing II. SELECTING THE APPROPRIATE PARTNERS AND FOOD impact of co-branding and customer satisfaction on the food CO-BRANDING FORMATION PROCESS market due to it's rapid changing and internal and external marketing environment. New ways of branding strategies and The purpose of co-branding on food market is the selection new model of consumer behavior give rise to new or existing appropriate partners and that represents the first step towards branded food products on the market. Term co-branding is most development of activity. By careful selection, co-branding commonly found in food market as these type of business often negative aspects and risks can be minimized. Compatibility face economic problems operating in certain times or seasons between food brands is extremely important and that must be hence they need the assistance of other services to make their the starting point in the elimination process among potential operating costs relevant. The typical co-branding agreement involves two or more companies acting in cooperation to candidates. Partner selection is made accordingly to associate any of various logos, color schemes, or brand predetermined criteria, depending on the specific aim that identifiers to a specific product that is contractually designated should be accomplished and by the strategy that is to be for this purpose.In order to examine this scientific problem the applied. Just as every individual has his own strengths and following methods were used: analysis, synthesis, induction, weaknesses, so the brands have.
    [Show full text]
  • Podravka Group Business Results for January – December 2020 Unaudited Content
    koprivnica, 26th february 2021 Podravka Group business results for January – December 2020 unaudited Content 3 Key financial indicators in 1 – 12 2020 5 Operations of the Podravka Group in conditions of COVID-19 disease 8 Significant events in 1 – 12 2020 and after the balance sheet date 12 Overview of sales revenues in 1 – 12 2020 19 Profitability in 1 – 12 2020 24 Key highlights of the income statement in 1 – 12 2020 27 Key highlights of the balance sheet as at 31 December 2020 30 Key highlights of the cash flow statement in 1 – 12 2020 32 Share in 1 – 12 2020 36 Additional tables for 1 – 12 2020 40 Consolidated financial statements in 1 – 12 2020 48 Statement of liability 49 Contact podravka group business results for 1 – 12 2020 2 Key financial indicators in 1 – 12 2020 podravka group business results for 1 – 12 2020 3 Key financial indicators in 1 – 12 2020 (in HRK millions) 2019 2020 Δ % Sales revenue 4,409.4 4,503.2 93.8 2.1% EBITDA1 509.0 546.7 37.7 7.4% Net profit after MI 221.6 248.9 27.3 12.3% Net cash flow from operating activities 272.9 384.5 111.5 40.9% Cash capital expenditures 153.9 192.4 38.5 25.0% Normalized EBITDA2 515.5 543.1 27.5 5.3% Normalized net profit after MI 223.6 244.4 20.8 9.3% (in HRK; market capitalization in HRKm) 31. 12. 2019 31. 12. 2020 Δ % Net debt / normalized EBITDA 1.6 1.4 (0.2) (15.3%) Normalized Earnings per share 32.0 35.0 2.9 9.2% Last price at the end of period 484.0 485.0 1.0 0.2% Market capitalization 3,380.6 3,391.2 10.5 0.3% Return on average equity3 7.3% 7.6% +26 bp Return on average assets4 4.7% 5.1% +41 bp note: decimal differences in the document are possible due to rounding.
    [Show full text]
  • Textile and Clothing in Croatia
    TEXTILE AND CLOTHING IN CROATIA FLANDERS INVESTMENT & TRADE MARKET SURVEY Textile and clothing in Croatia Written and compiled by: Concetta Civello, Kristina Bartolčič, Valentina Bartolčič Tihana Jelača, (October 2012) Adapted by: Tim Ostyn (June 2015) ___________________________________________________________________________________________________________________ Belgian Trade Office [email protected] Belgian Embassy T: +385 1 457 74 44 Pantovcak 125b1 F: +385 1 457 74 45 HR – 10000 Zagreb (Croatia) The Croatian textile market | June 2015 1 Table of Contents 1. Introduction ......................................................................................................................................................................... 3 2. General overview of Croatia .................................................................................................................................... 5 2.1. General facts and figures ................................................................................ 5 2.2. Economy ....................................................................................................... 6 3. Situation on the Croatian textile market ......................................................................................................... 7 3.1. General situation ............................................................................................ 7 3.2. Association and institution ............................................................................. 7 3.3. Competition
    [Show full text]
  • Podravka Group
    Podravka Group WOOD’s Winter Wonderland EME conference, Prague, 4th December, 2019 Investor Relations The Company Business Investment highlights 2018 results 9M 2019 results Podravka Group at a glance Founded in Headquarters in 1947 Koprivnica 72 years 4,232m HRK In food business (571m EUR) revenues 47 years 4,846m HRK In pharmaceutical (654m EUR) assets business 3,322.6m HRK* 6,517 (448.4m EUR) Mcap Employees Listed on ZSE Prime market Note: figures in this presentation are translated to euros at HRK/EUR FX rate of 7.41; *MCap on 30th September 2019, calculated on weighted average number of shares excluding treasury shares. 4th December, 2019 Investor Relations Podravka Group 3 Long tradition in food and pharmaceutical production 1947 1952 1957 1958 1959 Wolf brothers workshop Condiments, dried and Famous Podravka soups Production of meat Vegeta, universal became publicly owned sterilized vegetables, etc. production established products established seasoning, production under Podravka name production established established 1970 1972 1993 2015 2017 Baby food production Belupo pharmaceutical Podravka became a joint- Acquisition of Žito, New Pharmaceutical factory established company established, stock company, free share Slovenian food producer constructed, the largest pharmaceutical production trading from 1994 greenfield investment in the established history of the Group 4th December, 2019 Investor Relations Podravka Group 4 Podravka Group operates in 24 countries with subsidiaries and representative offices Own distribution network in 11 countries International network of subsidiaries and representative offices 1. Bosnia and Herzegovina 2. Czech Republic 3. Montenegro 4. Croatia 5. Hungary 6. Macedonia 7. Poland 8. Slovakia 9. Slovenia 10. Serbia 11.
    [Show full text]
  • Market Commentary Portfolio Performance Vs Benchmark
    Feb. FKHR1 Monthly Fund Update 2016 Market Commentary Following the publication of Q4 results, the share price jumped by 7.06% in one day. Viadukt operated with a net profit of HRK 3.2m in After a tumultuous start of the year, February brought on a reversal 2015, but this is still 36% less profit compared to the previous year. of trends in most of our largest holdings. This is in line with the rest Revenue fell by 9.1%, which is the consequence of an overall of European and global markets, which reached a bottom in mid- reduction in total investment in the Republic of Croatia, from which February, only to recover by the end of the month. The Croatian Viadukt achieves 99% of its total revenue. However, the growth in market started this recovery even sooner, having reached its lowest share price after the announcement of financial results might have point during January. However during February, the benchmark been due to the optimistic expectations for the rest of the year. The CROBEX index stayed mostly at the same level from the start of the construction industry expects a slight recovery and increased month, with only slight fluctuations. In the meantime, our fund investment from contracting authorities. managed to achieve a return of almost 4% MoM, beating the A third position that we want to emphasize is Đuro Đaković Holding market by a large margin. (ĐĐ). After having an amazing January, on the 15th and 19th of The most important contributor was our largest holding, the Adris February it was announced that Đuro Đaković signed contracts with Group, with common stock growing by over 10%.
    [Show full text]
  • CEE Investment Opportunities: Slovenia & Croatia Investor
    CEE investment opportunities: Slovenia & Croatia Investor Day Site visits Monday, 23 May 2016 Slovenia: Krka & Gorenje Timetable: 08:00– 17:15 Krka is among the top generic pharmaceutical companies in the world. Its business is the production and sale of prescription pharmaceuticals, non- prescription products and animal health products. 08:00 Departure from Hotel International (Zagreb) 10:00 Krka tour Gorenje is one of the leading European home 11:00 Departure from Krka appliance manufacturers with a history 13:00 Lunch break spanning more than 60 years. Home 14:00 Gorenje tour appliances under global brands Gorenje and 15:00 Departure from Gorenje Asko and six regional brands (Atag, Pelgrim, Upo, Mora, Etna and Körting) elevate the 17:15 Arrival at Hotel International (Zagreb) quality of life of users in 90 countries worldwide. Croatia: Podravka, Ledo & Atlantic Grupa Timetable: 08:00 – 16:45 Podravka produces the well-known Vegeta, as well as thousands of other products in its diverse catalogue. T h e Podravka brands are recognisable and a favourite in both Croatian and foreign markets. 08:00 Departure from Hotel International (Zagreb) 10:00 Podravka tour Ledo is the largest Croatian producer of 11:00 Departure from Podravka industrial-scale ice cream and the largest 13:00 Lunch break distributor of frozen foods. 14:00 Ledo tour Atlantic Grupa is one of the most dynamic 15:00 Departure from Ledo business systems in the region, with a 15:30 Atlantic Grupa tour significant portion of its business activities in 16:30 Departure from Atlantic Grupa the EU. 16:45 Arrival at Hotel International (Zagreb) For further details, please contact your WOOD sales representative or Karolina Drach-Kowalczyk at [email protected] .
    [Show full text]
  • Podravka Group Annual Report for 2020 Contents
    PODRAVKA GROUP ANNUAL REPORT FOR 2020 CONTENTS INTRODUCTORY WORD .......................................................................................................................................................7 PODRAVKA GROUP PROFILE ........................................................................................................................................... 9 COMPANY NAME AND HEADQUARTER LOCATION .........................................................................................................................9 ORGANIZATIONAL STRUCTURE........................................................................................................................................................................9 ABOUT BRANDS AND PRODUCTS .................................................................................................................................................................12 PODRAVKA .........................................................................................................................................................................................................................13 ŽITO AND LAGRIS .........................................................................................................................................................................................................16 BELUPO .................................................................................................................................................................................................................................17
    [Show full text]
  • Export Catalogue
    Export catalogue Table of contents History.. .........................................................................4 Culinary ........................................................................8 Lino world ................................................................. 26 Sweets ........................................................................ 34 Confectionary .......................................................... 42 Snack ..........................................................................48 Mediterranean cuisine ........................................... 52 Fruit products .......................................................... 62 Vegetable products ................................................ 66 Condiments ...............................................................74 Bakery ........................................................................ 78 Tea ............................................................................... 82 Meat products ..........................................................86 Podravka abroad ..................................................... 94 It all started in 1934... Podravka's history begins in 1934 with a fruit processing plant, founded by Wolf brothers in Koprivnica. In 1947 the plant becomes government owned and Podravka gets the name it has today. In 1957 Podravka's first packet soups were produced, and they were presented at the Zagreb Fair that fall. Year 1958 is very significant for Podravka's development. That year in Podravka's research laboratories,
    [Show full text]
  • ABC 09 Alphabet of Good Fun
    Atlantic Grupa Newsletter No. 13, July 2009 Quarterly issue ABC 09 Alphabet of Good Fun The General Assembly of Atlantic Grupa Held The Consumer Health Care Division in the Kosovian market Tomislav Matusinović appointed Berlin in colours a Member of the Neva in a new of Multipower Management Board modern building NEWS Neva in a new modern Desert for Monta building in Rakitje Ten years ago, the hand manufacture of sandwi- ches with only six em- ployees entered the Atlantic’s family. Prior to that, the former san- dwich “ZagrepËanec” could have been purcha- sed only in several loca- tions in Zagreb and its surroundings, around a hundred sandwiches were produced daily and their expiry period was only two days. Atlantic recognised the potential which this sandwich, due to its general recognisability and high daily consumption, could have in domestic and regional markets. Therefore, in 1999 major investments were ini- tiated that included a systematic development of the pro- Neva’s new building duction plant, necessary equipment for the production and distribution of sandwiches throughout Croatia, em- Production facilities for the manufacture of cosmeti- constructed in line with the latest industrial standar- ployment of professional and motivated personnel, all re- cs and personal care products within Neva will soon ds and, naturally, with a good tradition of manufactu- sulting in a creation of a new product category in Croatia become a neighbour to their sister company Fidifarm ring processes in line with internationally recognised (sandwiches with prolonged freshness and duration, wi- in Rakitje. The newly built plant, which construction standards.
    [Show full text]
  • CEE CIS Committee Decision
    INDEX COMMITTEE DECISIONS Topic: CEE & CIS Index Committee Decisions From: Wiener Börse AG / Market & Product Development Date: March 18, 2009 All adjustments will be implemented after the close of the trading session on March 20, 2009 The Index Committee has decided upon the following adjustments: CTX, CECE, SCECE, CECE TR, CECExt effective March 23, 2009 New Number Name ISIN New FF New RF of Shares CEZ CZ0005112300 537.989.759 0,32 ERSTE BANK GROUP AT0000652011 0,90 TELEFONICA O2 CR CZ0009093209 0,97 Exclusion ZENTIVA NL0000405173 HTX, CECE, SCECE, CECE TR, CECExt effective March 23, 2009 New Number Name ISIN New FF New RF of Shares MAGYAR OLAJ GAZI HU0000068952 0,71 OTP BANK HU0000061726 0,95 RICHTER GEDEON HU0000067624 0,95 PTX, CECE, SCECE, CECE TR, CECExt effective March 23, 2009 New Number Name ISIN New FF New RF of Shares Exclusion AGORA PLAGORA00067 Inclusion ASSECO POLAND PLSOFTB00016 71.292.980 0,75 1,00 GETIN PLGSPR000014 710.930.354 TVN PLTVN0000017 169.159.984 SETX, CECExt effective March 23, 2009 New Number Name ISIN New FF New RF of Shares GORENJE SI0031104076 0,78 NOVA KREDITNA BKA. MARIBOR SI0021104052 0,78 PETROL SI0031102153 0,78 TELEKOM SLOVENIJE SI0031104290 0,78 Inclusion ADRIS GRUPA HRADRSPA0009 6.784.100 1,00 1,00 DALEKOVOD HRDLKVRA0006 0,50 KRKA SI0031102120 0,42 HRVATSKI TELEKOM HRHT00RA0005 0,73 Exclusion PRIVREDNA BANKA HRPBZ0RA0004 Page 1 of 5 NTX effective March 23, 2009 New Number Name ISIN New FF New RF of Shares ANDRITZ AT0000730007 0,99 Exclusion BANCA TRANSILVANIA ROTLVAACNOR1 ERSTE GROUP BANK AT0000652011 0,99 OMV AG AT0000743059 0,99 RAIFFEISEN INTERNATIONAL AT0000606306 0,99 Exclusion CENTRAL EUROP.
    [Show full text]
  • December 2017 FKHR1 Monthly Fund Update Market Commentary As It Was Predicted, the Fed Increased the Benchmark Interest More of Them
    December 2017 FKHR1 Monthly Fund Update Market Commentary As it was predicted, the Fed increased the benchmark interest more of them. On the 27th of December they have submitted a rates for the first time after six months, by 0.25 pp to 1.25%- binding offer to the Restructuring and Sale Center for acquiring 1.50%. The European Central Bank decided not to change their Hotel Makarska d.d. stocks, which makes 55.5% of the company's interest rates. For the fifth time in 2017, Croatian National Bank share capital. Their submitted binding offer also included business conducted a foreign currency auction, buying EUR 345.5 million plan, further developments and investments in Hotel Makarska and pumping HRK 2.6 billion into the economy. The domestic d.d. Valamar Riviera intends to continue its investments in the bond market recorded higher than usual trade volumes, due to destination development, to create even more job positions and investors rearranging their portfolios and positions at the end of also aims to raise quality in tourism sector. the year. Oil prices in December were at the year high due to US oil stockpiles being at a record low since 2015, and the Đuro Đaković`s stock ended 2017 with a decline in price (-3.54%), significantly colder weather that has increased the demand, as and it looks like there is no light at the end of the tunnel for well as the unrest in Iran, OPEC's third largest crude producer. In Croatian manufacturer. In December a General Assembly was Croatia, regarding the case of Agrokor, personal assets of 15 held, and the company decided to issue new shares in order to suspects have been blocked by the County Court, covering barely raise capital which is more than needed.
    [Show full text]
  • Research of Influence of Autochthonous Regional Products on Regional Brand- Example of the Istrian Region
    Ernes Oliva, B. Sc. University of Juraj Dobrila, Pula Marko Paliaga, Ph. D. Assistant professor University of Juraj Dobrila, Pula E-mail: [email protected] RESEARCH OF INFLUENCE OF AUTOCHTHONOUS REGIONAL PRODUCTS ON REGIONAL BRAND- EXAMPLE OF THE ISTRIAN REGION UDK / UDC: 658.626(497.571) JEL klasifikacija / JEL classification: O13, Q13, M31 Stručni rad / Professional paper Primljeno / Received: 20. siječnja 2012. / January 20, 2012 Prihvaćeno za tisak / Accepted for publishing: 13. lipnja 2012. / June 13, 2012 Abstract Development of regional brands has become increasingly important over the last years. The main distinctive elements of regional marketing are its autochthonous products. They enable regional differentiation and create premises for the development of regional brands of autochthonous products. Development of regional brands of autochthonous products makes it possible for the region to preserve its identity, at the same time generating a positive image of the region and creating a positive customers' perception of the region. Autochthonous products guarantee quality for customers and marketing promotion for the region. For this reason, we can say that development of regional brands of autochthonous products may create a positive image of the region used as a basis for establishing a regional brand. Preliminary research has been carried out for the needs of the present paper. It indicates particular autochthonous products that are specific for Istria and that make it recognisable, in addition to their significance for the image and identity of the region. Research sample included 181 respondents, through a standardised questionnaire distributed through Facebook and a specialised database created especially for these purposes.
    [Show full text]