UNIVERZITET SINGIDUNUM MASTER RAD Značaj Internet marketinga za poslovni uspeh preduzeća, sa osvrtom na KK Crvena Zvezda Studijski program: Marketing i trgovina Mentor: Prof. dr Danilo Golijanin Student: Uroš Bijelić Beograd, 2016. SADRŽAJ 1. UVOD ..................................................................................................................................................... 1 2. METODOLOGIJA ISTRAŽIVAČKOG RADA ............................................................................................. 2 3. MARKETING ........................................................................................................................................... 4 3.1 MARKETING U SPORTU ................................................................................................................. 6 4. INTERNET ............................................................................................................................................ 10 5. INTERNET MARKETING ........................................................................................................................ 12 5.1 INTERNET MARKETING STRATEGIJA ........................................................................................... 14 5.1.1 4C/ W.I.S.E model ............................................................................................................... 15 5.2 INTERNET MARKETING PLAN ...................................................................................................... 18 5.2.1 Ciljevi ....................................................................................................................................... 18 5.2.2 Područje delovanja ............................................................................................................. 19 5.2.3 Taktike ................................................................................................................................. 19 5.2.4 Resursi ................................................................................................................................. 20 5.2.5 Vreme potrebno za realizaciju plana .................................................................................. 21 5.2.6 Evaluacija plana ................................................................................................................... 21 6. INTERNET MARKETING MIKS .................................................................................................................. 22 6.1 Proizvod ............................................................................................................................................ 22 6.2 Prodaja .............................................................................................................................................. 24 6.3 Cena .................................................................................................................................................. 25 6.4 Promocija .......................................................................................................................................... 26 6.5 Ljudi ................................................................................................................................................... 27 6.6 Proces ................................................................................................................................................ 27 6.7 Materijalni dokazi/ Materijalno okruženje/ pakovanje ................................................................. 28 7. UPRAVLJANJE ODNOSIMA SA POTROŠAČIMA (CRM) ......................................................................... 29 8. BREND ................................................................................................................................................. 35 8.1 Funkcije brenda ........................................................................................................................... 37 8.2 Elementi i osobine brenda ............................................................................................................... 38 8.3 Dimenzije i uticaji brendova........................................................................................................ 41 8.4 Pozicioniranje brenda u svesti potrošača ....................................................................................... 42 8.5 Brendiranje u sportu ...................................................................................................................... 46 9. INTEGRISANE MARKETING KOMUNIKACIJE .................................................................................... 48 9.1 Sponzorstvo ................................................................................................................................ 50 9.2 Oglašavanje ................................................................................................................................. 52 9.3 Web-sajt (web site) ..................................................................................................................... 55 9.4 E-mail .......................................................................................................................................... 56 9.5 Društvene mreže ......................................................................................................................... 57 9.5.1 Facebook ............................................................................................................................. 58 9.5.2 Twitter ................................................................................................................................. 59 9.5.3 Sajtovi za objavljivanje sadržaja .......................................................................................... 60 10. FINANSIJSKO IZVEŠTAVANJE I POSLOVNO ODLUČIVANJE ........................................................... 61 10.1 Bilans stanja kao predmet analize .............................................................................................. 61 10.2 Bilans uspeha kao predmet analize ............................................................................................ 63 11. Studija slučaja: Analiza prisustva KK Crvena zvezda na Socijalnim mrežama ................................. 66 11.1 Istorijat kluba .............................................................................................................................. 66 11.2 Osvojeni trofeji ........................................................................................................................... 67 11.3 Zvezdini asovi ............................................................................................................................. 67 11.4 INTERNET MARKETING MIKS KK CRVENA ZVEZDA ..................................................................... 69 11.4.1 Proizvod .............................................................................................................................. 69 11.4.2 Cena .................................................................................................................................... 72 11.4.3 Distribucija .......................................................................................................................... 73 11.4.4 Promocija ............................................................................................................................ 73 11.4.5 Ljudi ..................................................................................................................................... 75 11.4.6 Proces .................................................................................................................................. 76 11.4.7 Materijalni dokazi/Materijalno okruženje tj. pakovanje .................................................... 76 11.5 NASTUP KK CRVENA ZVEZDA NA INTERNETU ............................................................................. 77 11.5.1 Facebook ............................................................................................................................. 77 11.5.2 Twitter ................................................................................................................................. 79 11.5.3 Instagram ............................................................................................................................ 81 11.5.4 YouTube .............................................................................................................................. 83 11.6 KK Crvena zvezda vs. Real Madrid – kratka uporedna analiza nastupa na internetu ................. 84 12. ZAKLJUČAK ...................................................................................................................................... 89 13. LITERATURA .................................................................................................................................... 92 1. UVOD U eri globalizacije Internet igra ključnu ulogu u svim sferama života i poslovanja. Internet je danas veoma poznat po zadovaljavanju potreba kupaca preko raznih usluga koje se odnose na različite oblasti. Internet je postao veoma korisno sredstvo koje vam može pomoći prilikom ispunjavanja različitih zadataka uz samo nekoliko klikova mišom. To može biti bilo koj svakodnevni posao, ili usluga za koju je potrebno dosta istraživanja, pa i sam marketing. Onlajn ili Internet marketing podrazumeva korišćenje virtuelnog