{"id":1264,"date":"2020-07-26T18:02:04","date_gmt":"2020-07-26T16:02:04","guid":{"rendered":"https:\/\/csrhungary.eu\/csrblog\/?p=1264"},"modified":"2020-07-26T18:02:04","modified_gmt":"2020-07-26T16:02:04","slug":"mit-jelent-a-korkoros-korforgasos-gazdasag-a-markaepitesben","status":"publish","type":"post","link":"https:\/\/csrhungary.eu\/csrblog\/2020\/07\/26\/mit-jelent-a-korkoros-korforgasos-gazdasag-a-markaepitesben\/","title":{"rendered":"Mit jelent a k\u00f6rk\u00f6r\u00f6s (k\u00f6rforg\u00e1sos) gazdas\u00e1g a m\u00e1rka\u00e9p\u00edt\u00e9sben?"},"content":{"rendered":"\n<p><strong>A k\u00f6rk\u00f6r\u00f6s (k\u00f6rforg\u00e1sos) gazdas\u00e1g hatalmas kih\u00edv\u00e1saival fog szembes\u00fclni a legt\u00f6bb m\u00e1rka hagyom\u00e1nyos \u00fczleti modellje. Egyesek sz\u00e1m\u00e1ra \u2013 akik alkalmazkodnak e v\u00e1ltoz\u00e1sokhoz -\u00f3ri\u00e1si lehet\u0151s\u00e9gek rejlenek, mik\u00f6zben azok a m\u00e1rk\u00e1k, melyek nem alkalmazkodnak az \u00faj, k\u00f6vetkez\u0151 gazdas\u00e1g ig\u00e9nyeihez, azok egyszer\u0171en lemaradnak.<\/strong><\/p>\n\n\n\n<p><br>Egyesek szerint az \u00e9vsz\u00e1zadok \u00f3ta elfogadott line\u00e1ris gazdas\u00e1gi modell nagyfok\u00fa k\u00f6rnyezetszennyez\u00e9ssel j\u00e1rt. A k\u00f6rforg\u00e1sos gazdas\u00e1gi modell azonban fokozottabban megk\u00f6veteli a term\u00e9kek\/szolg\u00e1ltat\u00e1sok hullad\u00e9kainak \u00e9s szennyez\u00e9si folyamataink az el\u0151re val\u00f3 megtervez\u00e9s\u00e9t. Ez drasztikusan megv\u00e1ltoztatja a term\u00e9kek tervez\u00e9s\u00e9nek a m\u00f3dj\u00e1t.<\/p>\n\n\n\n<p>K\u00fcl\u00f6n\u00f6sen az FMCG v\u00e1llalkoz\u00e1soknak kih\u00edv\u00e1s a k\u00f6rforg\u00e1sos gazdas\u00e1g a m\u00e1rka\u00e9p\u00edt\u00e9sben.<\/p>\n\n\n\n<p>Mi\u00e9rt is? A k\u00f6rforg\u00e1sos gazdas\u00e1g kulcsk\u00e9rd\u00e9se a <a href=\"https:\/\/csrhungary.eu\/csrblog\/ami-merheto-az-kezelheto\/\" title=\"https:\/\/csrhungary.eu\/csrblog\/ami-merheto-az-kezelheto\/\">hullad\u00e9kmentess\u00e9g<\/a>, s az erre val\u00f3 t\u00f6rekv\u00e9s. Ugyanakkor gondoljunk arra, hogy ez a mindennapi term\u00e9kek csomagol\u00e1s\u00e1nak a megv\u00e1ltoztat\u00e1s\u00e1ra \u00f6szt\u00f6nzi az adott FMCG c\u00e9get. \u00c9s a csomagol\u00e1s (ennek a diz\u00e1jnja) az ami a t\u00f6bbi m\u00e1rk\u00e1t\u00f3l megk\u00fcl\u00f6nb\u00f6ztet. Egy\u00e9niv\u00e9 var\u00e1zsol&#8230;<\/p>\n\n\n\n<p>Vegy\u00fcnk p\u00e9ldak\u00e9nt egy mindennapi fogyaszt\u00e1si cikket a n\u0151k sz\u00e1m\u00e1ra. P\u00e9ld\u00e1ul a hajsampont. Mi van, ha \u00fajrafelhaszn\u00e1lhat\u00f3 palackban k\u00f6zvetlen\u00fcl eljuttatjuk a fogyaszt\u00f3hoz egy sz\u00e1ll\u00edt\u00f3\/gy\u0171jt\u0151 rendszeren kereszt\u00fcl&#8230; Nem csak a csomagol\u00e1s, a logisztikai rendszer is m\u00f3dosul.<\/p>\n\n\n\n<p>Elt\u0171nnek az olcs\u00f3, sz\u00ednes, vid\u00e1m, eldobhat\u00f3 m\u0171anyag palackok&#8230; S mivel, hogyan tudom a ezeknek a palackoknak a szerep\u00e9t p\u00f3tolni?<br><br>P\u00e9ld\u00e1ul a h\u00e1ztart\u00e1si tiszt\u00edt\u00f3k eset\u00e9ben meglehet\u0151sen kisz\u00e1m\u00edthat\u00f3 volt a m\u00e1rk\u00e1k v\u00e1lasza. A tiszt\u00edt\u00f3m\u00e1rk\u00e1k eset\u00e9ben t\u00f6bben elismert\u00e9k, hogy term\u00e9k\u00e9nek t\u00falnyom\u00f3 r\u00e9sze v\u00edz volt, ez\u00e9rt teh\u00e1t drasztikusan cs\u00f6kkentette a csomagol\u00e1s mennyis\u00e9g\u00e9t. Azaz kapszul\u00e1kat forgalmaznak. 70%-kal kevesebb m\u0171anyagot haszn\u00e1lnak, mik\u00f6zben elegend\u0151 helyet adnak a m\u00e1rka eg\u00e9szs\u00e9ges fr\u00f6ccs\u00f6nt\u00e9s\u00e9hez. Van olyan m\u00e1rka, mely \u00fajrahasznos\u00edthat\u00f3 csomagol\u00e1sban ny\u00fajtja a a term\u00e9kek sz\u00e1ll\u00edt\u00e1s\u00e1t \u00e9s gy\u0171jt\u00e9s\u00e9t. Pl. Haagen- Dazs, Nespresso. A sz\u00e1ll\u00edt\u00e1si \/ gy\u0171jt\u00e9si rendszerek n\u00f6velik a tart\u00f3ss\u00e1g \u00e9s a term\u00e9kek cser\u00e9lhet\u0151s\u00e9g\u00e9nek fontoss\u00e1g\u00e1t az egyedi, vonz\u00f3 tervekkel szemben.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"has-luminous-vivid-amber-color has-text-color wp-block-heading\">Megold\u00e1sok a m\u00e1rk\u00e1k &nbsp;sz\u00e1m\u00e1ra<\/h2>\n\n\n\n<p><br>\u00cdme \u00f6t el\u0151rejelz\u00e9s, amit k\u00f6vetnek\/k\u00f6vetni fognak a c\u00e9gek!<\/p>\n\n\n\n<p><strong>1. Palackok mint v\u00e1gyt\u00e1rgyak<\/strong><\/p>\n\n\n\n<p>A m\u00e1rk\u00e1k sz\u00e9p, jellegzetes, tart\u00f3s palackokat fejlesztenek ki \u00e9rt\u00e9kes term\u00e9keik t\u00e1rol\u00e1s\u00e1ra Fontos a forma, a sz\u00edn \u00e9s a  text\u00fara.<\/p>\n\n\n\n<p><strong>2. Term\u00e9k \u00e9s t\u00f6rt\u00e9net<\/strong><\/p>\n\n\n\n<p>A m\u00e1rk\u00e1k nagyobb hangs\u00falyt fektetnek a term\u00e9k min\u0151s\u00e9g\u00e9re. Mivel a m\u00e1rk\u00e1knak is kem\u00e9nyebben kell dolgozniuk a term\u00e9kek megk\u00fcl\u00f6nb\u00f6ztet\u00e9se \u00e9rdek\u00e9ben, ez\u00e9rt fontos a sz\u00e1rmaz\u00e1s, a k\u00e9zm\u0171ves jellemz\u0151 \u00e9s a fenntarthat\u00f3s\u00e1g t\u00e9nye.<\/p>\n\n\n\n<p><strong>3. \u00c9rv\u00e9nyes\u00fcl\u00e9s sz\u00e9p palack n\u00e9lk\u00fcl?<\/strong><\/p>\n\n\n\n<p>Azoknak, akik nem engedhetik meg maguknak, hogy sz\u00e9p palackokat fejlesszenek, sz\u00e9p diz\u00e1jnnal, azok matric\u00e1kkal fognak csomagolni. \u00cdgy lehet\u0151v\u00e9 teszik a fogyaszt\u00f3k sz\u00e1m\u00e1ra, hogy testreszabj\u00e1k a v\u00e1lasztott term\u00e9k\u00fcket&#8230;<\/p>\n\n\n\n<p><strong>4. Adagol\u00f3 h\u00e1bor\u00fak<\/strong><\/p>\n\n\n\n<p>A term\u00e9kadagol\u00f3k a v\u00e1s\u00e1rl\u00e1s hely\u00e9n harcmez\u0151v\u00e9 v\u00e1lnak a m\u00e1rk\u00e1k sz\u00e1m\u00e1ra.&nbsp;Nem csak a szupermarketek k\u00edn\u00e1lnak els\u0151dleges helyet a term\u00e9k rekl\u00e1moz\u00e1s\u00e1ra, hanem verseny lesz a legeml\u00e9kezetesebb \u00fajrat\u00f6lt\u00e9si \u00e9lm\u00e9ny\u00e9rt.&nbsp; Alternat\u00edv megold\u00e1sk\u00e9nt, ha a kiskeresked\u0151k a term\u00e9k adagol\u00f3inak birtok\u00e1ban vannak, akkor korl\u00e1tozz\u00e1k a m\u00e1rk\u00e1zhat\u00f3 ter\u00fcletet, \u00e9s az \u00e9rt\u00e9kes\u00edt\u00e9st olyan m\u00e1rk\u00e1zatlan term\u00e9kek fel\u00e9 ir\u00e1ny\u00edtj\u00e1k, amelyek t\u00f6bb p\u00e9nzt keresnek hoznak a kiskeresked\u0151knek. Arra k\u00e9nyszer\u00edtve a m\u00e1rk\u00e1kat, hogy m\u00e1s ter\u00fcleteken versenyezzenek egym\u00e1ssal.<\/p>\n\n\n\n<p><strong>5. Az ut\u00e1nt\u00f6lt\u0151 kamion forradalma<\/strong><\/p>\n\n\n\n<p>A m\u00e1rk\u00e1k m\u00e1r elektromos&nbsp;ut\u00e1nt\u00f6lt\u0151&nbsp;j\u00e1rm\u0171parkkal is rendelkeznek&nbsp;<a href=\"https:\/\/translate.googleusercontent.com\/translate_c?depth=1&amp;hl=hu&amp;prev=search&amp;pto=aue&amp;rurl=translate.google.hu&amp;sl=en&amp;sp=nmt4&amp;u=https:\/\/sustainablebrands.com\/read\/defining-the-next-economy\/chilean-startup-eliminating-packaging-waste-poverty-tax-in-latin-american-product-market&amp;usg=ALkJrhj8y5G9Ey5J5mp0JpfkktA8IH6ytw\">, <\/a>amelyek k\u00f6rbej\u00e1rj\u00e1k az utc\u00e1kat. Pr\u00e9mium \u00fajrat\u00f6lt\u00e9si \u00e9lm\u00e9nyt ny\u00fajtanak;&nbsp;a s\u00e9r\u00fclt palackok cser\u00e9je a leg\u00fajabb tervekkel, \u00e9s \u00faj term\u00e9kek k\u00edn\u00e1lata mellett.&nbsp;Azok, akik M\u00e1rkah\u00e1zat m\u0171k\u00f6dtetnek, nyernek, mivel sz\u00e9lesebb term\u00e9kk\u00edn\u00e1latot tudnak ny\u00fajtani;&nbsp;a te\u00e1t\u00f3l a tiszt\u00edt\u00f3szerekig.&nbsp;Ezek a teheraut\u00f3k a m\u00e1rk\u00e1k hordoz\u00f3i ezekben az esetekben.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/csrhungary.eu\/csrblog\/wp-content\/uploads\/Taka\u0301csj-CSRHTV-1.jpg\" alt=\"\" class=\"wp-image-1235\"\/><\/figure>\n\n\n\n<p>Tak\u00e1cs J\u00falia, CSR szak\u00e9rt\u0151, a CSR Hungary alap\u00edt\u00f3-\u00fcgyvezet\u0151 igazgat\u00f3ja<\/p>\n\n\n\n<p><strong><em>V\u00e9lem\u00e9nyed van? K\u00e9rd\u00e9sed van? Te mit tapasztalt\u00e1l? Oszd meg Velem!<\/em><\/strong><br><em>Oszd meg a posztomat m\u00e1sokkal is!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A k\u00f6rk\u00f6r\u00f6s (k\u00f6rforg\u00e1sos) gazdas\u00e1g hatalmas kih\u00edv\u00e1saival fog szembes\u00fclni a legt\u00f6bb m\u00e1rka hagyom\u00e1nyos \u00fczleti modellje<\/p>\n","protected":false},"author":2,"featured_media":1268,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[80],"tags":[62,124,280,281,282,126],"class_list":["post-1264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-csrmatrix-blog","tag-csr-blog","tag-fenntarthato-marka","tag-jo-marka","tag-korforgasos-gazdasag","tag-markaepites","tag-takacs-julia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.1 (Yoast SEO v25.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mit jelent a k\u00f6rk\u00f6r\u00f6s (k\u00f6rforg\u00e1sos) gazdas\u00e1g a m\u00e1rka\u00e9p\u00edt\u00e9sben? 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