[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.mdecor.cz\/pozadavky-na-obal-a-znacku-na-mezinarodnim-trhu\/#Article","mainEntityOfPage":"https:\/\/www.mdecor.cz\/pozadavky-na-obal-a-znacku-na-mezinarodnim-trhu\/","headline":"Po\u017eadavky na obal a zna\u010dku na mezin\u00e1rodn\u00edm trhu","name":"Po\u017eadavky na obal a zna\u010dku na mezin\u00e1rodn\u00edm trhu","description":"Adaptace obalu –je nej\u010dast\u011bj\u0161\u00ed zm\u011bnou v p\u0159\u00edpad\u011b vstupu na zahrani\u010dn\u00ed trhy. Jeho z\u00e1kladn\u00ed funkc\u00ed je samoz\u0159ejm\u011b ochrana produktu b\u011bhem transportu, rovn\u011b\u017e v\u0161ak slou\u017e\u00ed jako nositel informac\u00ed a zast\u00e1v\u00e1 tak\u00e9 propaga\u010dn\u00ed funkci. Obal mus\u00ed spl\u0148ovat podm\u00ednky pro celn\u00ed kontrolu, mus\u00ed respektovat rozd\u00edln\u00e9 klimatick\u00e9 podm\u00ednky v zem\u00edch ur\u010den\u00ed, odli\u0161n\u00fd zp\u016fsob distribuce a mus\u00ed b\u00fdt zdravotn\u011b nez\u00e1vadn\u00fd. Z\u00e1kladn\u00ed funkce obalu: […]","datePublished":"2018-02-28","dateModified":"2023-06-06","author":{"@type":"Person","@id":"https:\/\/www.mdecor.cz\/author\/#Person","name":"","url":"https:\/\/www.mdecor.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/42264ea8f5170010011c6bbf811aa6c31c20ad3acf2a9bd21dca0746ea8c832a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/42264ea8f5170010011c6bbf811aa6c31c20ad3acf2a9bd21dca0746ea8c832a?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"mdecor.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.mdecor.cz\/wp-content\/uploads\/img_a314210_w1733_t1524989552.jpg","url":"https:\/\/www.mdecor.cz\/wp-content\/uploads\/img_a314210_w1733_t1524989552.jpg","height":0,"width":0},"url":"https:\/\/www.mdecor.cz\/pozadavky-na-obal-a-znacku-na-mezinarodnim-trhu\/","about":["Spole\u010dnosti"],"wordCount":640,"articleBody":"Adaptace obalu –je nej\u010dast\u011bj\u0161\u00ed zm\u011bnou v p\u0159\u00edpad\u011b vstupu na zahrani\u010dn\u00ed trhy. Jeho z\u00e1kladn\u00ed funkc\u00ed je samoz\u0159ejm\u011b ochrana produktu b\u011bhem transportu, rovn\u011b\u017e v\u0161ak slou\u017e\u00ed jako nositel informac\u00ed a zast\u00e1v\u00e1 tak\u00e9 propaga\u010dn\u00ed funkci. Obal mus\u00ed spl\u0148ovat podm\u00ednky pro celn\u00ed kontrolu, mus\u00ed respektovat rozd\u00edln\u00e9 klimatick\u00e9 podm\u00ednky v zem\u00edch ur\u010den\u00ed, odli\u0161n\u00fd zp\u016fsob distribuce a mus\u00ed b\u00fdt zdravotn\u011b nez\u00e1vadn\u00fd.Z\u00e1kladn\u00ed funkce obalu:·         Nositel informac\u00ed (datum v\u00fdroby\/spot\u0159eby, slo\u017een\u00ed produktu, zem\u011b p\u016fvodu, mno\u017estv\u00ed…). Informace je nutn\u00e9 uv\u00e1d\u011bt ve v\u00edce jazyc\u00edch, z\u00e1rove\u0148 mus\u00ed b\u00fdt vyu\u017eit\u00e9 spr\u00e1vn\u00e9 jednotky m\u011bny \u010di mno\u017estv\u00ed.·         V\u00fdrobky ohro\u017euj\u00edc\u00ed zdrav\u00ed by m\u011bly obsahovat varov\u00e1n\u00ed upozor\u0148uj\u00edc\u00ed na \u0161kodlivost tohoto produktu (cigarety, alkohol).·         Vzhledem k v\u00fdrazn\u00e9mu d\u016frazu, kter\u00fd je kladen na ekologii, by m\u011bly b\u00fdt obaly recyklovateln\u00e9, a tato informace by se na obalu rovn\u011b\u017e m\u011bla nach\u00e1zet.·         Propagace je velmi d\u016fle\u017eitou funkc\u00ed, proto by m\u011bl b\u00fdt obal sjednocen s celkovou marketingovou strategi\u00ed podniku. Proto by m\u011blo b\u00fdt vyu\u017e\u00edv\u00e1no jednotn\u00e9 p\u00edsmo, barevn\u00e9 lad\u011bn\u00ed i celkov\u00fd design. Je v\u0161ak d\u016fle\u017eit\u00e9 respektovat symboliku barev v jednotliv\u00fdch zem\u00edch.·         Velikost balen\u00ed by se m\u011bla odv\u00edjet podle spot\u0159ebitelsk\u00fdch zvyklost\u00ed obyvatel (v n\u011bkter\u00fdch zem\u00edch se kupuj\u00ed sp\u00ed\u0161e velk\u00e1 a v\u011bt\u0161inou v\u00fdhodn\u011bj\u0161\u00ed balen\u00ed, jinde jsou preferov\u00e1na men\u0161\u00ed balen\u00ed).Zna\u010dka na mezin\u00e1rodn\u00edm trhu –\u00falohou zna\u010dky je identifikace firmy a jej\u00ed odli\u0161en\u00ed od konkurence. Jedn\u00e1 se o prost\u0159edek komunikace, kter\u00fd v\u0161ak z\u00e1kazn\u00edkovi d\u00e1v\u00e1 ur\u010ditou z\u00e1ruku kvality. \u00dasp\u011b\u0161n\u00e9 zna\u010dce jsou z\u00e1kazn\u00edci v\u011brn\u00ed, co\u017e omezuje riziko poklesu popt\u00e1vky, vytv\u00e1\u0159\u00ed to ni\u017e\u0161\u00ed citlivost z\u00e1kazn\u00edk\u016f na ceny, p\u0159in\u00e1\u0161\u00ed vy\u0161\u0161\u00ed ziskovost a \u00fasporu marketingov\u00fdch n\u00e1klad\u016f.1.      tvorba zna\u010dky –m\u016f\u017ee b\u00fdt pou\u017e\u00edvan\u00e1 jednotn\u00e1 zna\u010dka na v\u0161ech trz\u00edch. Lze v\u0161ak tak\u00e9 pou\u017e\u00edvat odli\u0161n\u00e9 zna\u010dky pro jednotliv\u00e9 produkty \u010di produktov\u00e9 \u0159ady. Z\u00e1rove\u0148 m\u016f\u017ee b\u00fdt vyu\u017eit\u00e1 lok\u00e1ln\u00ed zna\u010dka, uplat\u0148ovan\u00e1 pouze na ur\u010dit\u00e9m \u00fazem\u00ed.2.      po\u017eadavky kladen\u00e9 na mezin\u00e1rodn\u00ed zna\u010dku:·         zna\u010dka mus\u00ed b\u00fdt snadno vysloviteln\u00e1 ve v\u0161ech d\u016fle\u017eit\u00fdch jazyc\u00edch,·         p\u0159ednost se d\u00e1v\u00e1 sp\u00ed\u0161e krat\u0161\u00edm n\u00e1zv\u016fm,·         je kladen d\u016fraz na zvukomalebnost slov,·         je nutn\u00e9 d\u00e1vat pozor na negativn\u00ed asociace,·         v\u00fdhodn\u00e9 jsou rovn\u011b\u017e obr\u00e1zkov\u00e9 znaky.3.      uveden\u00ed zna\u010dky na trh –vhodn\u00e9 je vytvo\u0159it pro zna\u010dku ur\u010dit\u00fd p\u0159\u00edb\u011bh, kter\u00fd bude jednoduch\u00fd, jedine\u010dn\u00fd a hlavn\u011b zapamatovateln\u00fd, tak aby se zapsal do mysl\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, co\u017e je \u00falohou marketingov\u00e9ho odd\u011blen\u00ed.4.      likvidace a p\u0159evod zna\u010dky –jedn\u00e1 se o z\u00e1v\u011bre\u010dnou etapu zna\u010dky v p\u0159\u00edpad\u011b, \u017ee se tak rozhodlo veden\u00ed podniku.                                                                                                                                                                                                                                                                                                                                                                                        4.1\/5 - (15 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Po\u017eadavky na obal a zna\u010dku na mezin\u00e1rodn\u00edm trhu","item":"https:\/\/www.mdecor.cz\/pozadavky-na-obal-a-znacku-na-mezinarodnim-trhu\/#breadcrumbitem"}]}]