This thesis presents the analysis and results based on marketing research of the package that helps position the brand and close the sale in the store. The purpose of the marketing research is to identify the package recognition as one of the marketing tactics "package1 sells the product". In addition, supports the company's business objectives of the secondary package production for the chocolate brand "Kremenci" as a prototype for the most popular and the best-selling chocolate brand name "Dorina" to increase profitability and reduce the cost of shelf space. The methodologies that will help us accomplish the above goals are: personal interviewing and silent observation. The findings bring us package cost savings, material savings and the new way of domestic product positioning, which is slowly emerging in this market. The secondary package material has been reduced by 29,03% of the old materials per kg, which equals to 10,22t of annual savings. Annual pallet reduction is 39,34%. There is a great improvement in acceptance of "the package sells the product" as an idea in this part of the world, it is important to point out that there are still many things to work on. Such as: following the trend of new packages and being up-to-date on the supermarkets and outlets policies guidelines.
Library of Congress Subject Headings
Packaging--Design; Packaging--Marketing; Chocolate--Packaging--Design; Candy--Packaging--Design
Department, Program, or Center
Manufacturing and Mechanical Engineering Technology (CAST)
Meles, Sanja, "Marketing research: Positioning of the packaging brand name "Kremenci"" (2001). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus
Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: TS195.4 .M454 2001