Brand building and selling agricultural products

U ovom radu na temu „Izgradnja marke i prodaja poljoprivrednih proizvoda“ obuhvaćen je teorijski aspekt izgradnje i važnosti marke u poduzeću te prodaja samih proizvoda poduzeća. Teorijski su definirani poljoprivredni proizvodi, obrađena je važnost izgradnje marke proizvoda te njihov proces prodaje. Na kraju je taj dio popraćen primjerima iz poslovanja. U prvom dijelu rada objašnjen je pojam poljoprivrednih proizvoda. Nakon toga slijedi obrada pojma marke te kako se označavanje markom razvijalo kroz povijest. U tom poglavlju objašnjavaju se elementi marke, odnosno ime, znak, osoba, pakiranje, boja, slogan i napjev. Na kraju se ističe važnost marke poljoprivrednih proizvoda. Sljedeće poglavlje odnosi se na izgradnju marke i sam proces izgradnje marke koji se sastoji od planiranja, analize, strategije, izgradnje i revizije te se u tom dijelu obrađuje i pojam redizajniranja marke. Drugi dio rada odnosi se na prodaju poljoprivrednih proizvoda te je u tom dijelu definiran pojam prodaje i njen razvoj kroz povijest. Nakon toga slijede faze prodajnog procesa poljoprivrednih proizvoda tj. redom: priprema prodavača, traženje potencijalnih kupaca, priprema za pristup kupcu, pristup kupcu, otkrivanje potreba kupaca, prezentacija, otklanjanje prigovora, zaključivanje prodaje i postprodajni kontakt. Praktični dio rada sastoji se od primjera izgradnje marke i prodaje poljoprivrednih proizvoda u poduzeću Agroprodukt d.o.o. - jednom od najvećih proizvođača vina i maslinovog ulja u Istri. U radu su prikazane marke proizvoda koje poduzeće ima te svi načini prodaje istih. This paper on the topic "Brand building and selling agricultural products" covers the theoretical aspect of the construction and importance of the brand in the enterprise and the sale of the enterprise's products. Theoretically, agricultural products are defined, and the importance of building a brand of products with their sales process is described. In the end, there are examples from businesses themselves. In the first part of the paper, the concept of agricultural products is explained. This is followed by the processing of the brand term and how branding has evolved throuhout history. This chapter explains the elements of the brans – name, sign, person, packaging, color, slogan, and chant. In the end is highlighted of the agricultural products. The following chapter concerns the construction of the brand and the process of the building the brand itself, which consists of planning, analysis, strategy, construction, and revision. Also, in this part is described the concept of brand redesigning. The second part of the work defines the sale of agricultural products and in this part the concept of sales and its development throughout history is defined. After that follows description of the next stages of the sales process of agricultural products, i.e. in order: preparing the seller, searching for potential buyers, preparing for access to the customer, access to the customer, discovering the needs of customer, presentation, remediation of complaints, closing the sale and after-sales contact. The practical part consists the example of the construction of the brand and the sale of agricultural products in Agroprodukt d.o.o. - one of the largest producers of wine and olive oil in Istria. The paper presents the brands of products that the company has and all the ways of selling them.