{"id":20651,"date":"2022-02-22T18:06:08","date_gmt":"2022-02-22T18:06:08","guid":{"rendered":"https:\/\/amcham.rs\/?p=20651"},"modified":"2022-05-04T14:39:42","modified_gmt":"2022-05-04T14:39:42","slug":"amchamps-2021-korporativne-komunikacije","status":"publish","type":"post","link":"https:\/\/amcham.rs\/sr\/amchamps-2021-korporativne-komunikacije\/","title":{"rendered":"AmChamps 2021 \u2013 Brend i usmerenost ka korisniku i Korporativne komunikacije"},"content":{"rendered":"
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Svetoslav Atanasov, Generalni direktor Coca-Cola Hellenic u Srbiji održao je online predavanje polaznicima AmChamps programa i upoznao ih bliže sa temom „Brenda i usmerenosti ka korisniku“<\/span><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Na početku predavanja, predstavljeno je poslovanje kompanije Coca-Cola Hellenic i njeni socio-ekonomski uticaji u Srbiji, ali i svetu. Atanasov je takođe objasnio svoj karijerni put dug 21 godinu, koji je započeo kao praktikant u istoj kompaniji i vremenom ga nadograđivao, sve do današnje pozicije. Kao osoba koja ima bogatu i veoma uspešnu karijeru, naglasio je da je ključ iste poštovanje prema drugim ljudima, otvorenost za rad i učenje, nesebično deljenje znanja i menjanje poslova i pozicija bez straha. Istakao je da nikada ne treba zaboraviti odakle smo krenuli, da je bitno posmatrati situacije iz različitih perspektiva, te da razvoj nikada ne dolazi brzo i lako, ali da je vredan toga, kao i neophodnost saradnje sa drugim ljudima.<\/p>

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U narednom delu predavanja, predstavljen je portfolio pića, odnosno kategorije pića koje obuhvataju vode, čajeve, sokove, kao i alkoholna pića. Takođe, govorilo se o odnosu sa kupcima i na koji način se gradi pozitivan uticaj brenda. Značaj je dat prvenstveno definisanju brenda, zatim jedinstvenosti, emocionalnom povezivanju kupaca i brenda, konzistenciji i dobroj strategiji.<\/p>

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Kraj predavanja je bio posvećen diskusiji sa AmChamps polaznicima, gde su oni mogli da postavljaju pitanja i zaokruže utiske stečene za vreme predavanja.<\/p>

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Naredno online predavanje održano je od strane Maje Stojanović, <\/span>Direktorke agencije za integrisane komunikacije Olaf&McAteer, a ticalo se Korporativnih komunikacija.<\/span><\/p>

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Maja je svoje predavanje započela pitanjem „Zašto kompanije, brendovi, organizacije, muzičari, političari i drugi komuniciraju sa javnošću?“ Nakon što su učesnici dali svoje mišljenje, Maja je istakla da se na ovaj način čuva i održava imidž brenda, omogućava bolje poslovanje i saradnju sa kupcima, te stoga svaki brend, organizacija ili javne ličnosti moraju posebnu pažnju da posvete korporativnom komuniciranju. Takođe, govorila je o medijima u Srbiji i istakla da kao mala zemlja imamo veliki broj medija i da se naša zapažanja uglavnom formiraju na osnovu istih, podrazumevajući pre svega internet, televiziju i štampane medije.<\/span><\/p>

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U drugom delu predavanja govorilo se o značaju takozvane strategije „The power of storytelling“ kojom se brendovi sve više služe, a podrazumeva iskrenu priču iza samog proizvoda. Često to budu istorijske činjenice ili održivi način poslovanja, koji su kupcima postali poslednjih godina jako važni. Još jedna od strategija jeste „Gerila marketing“ koji podrazumeva korišćenje nekonvencionalnih metoda za privlačenje pažnje i minimalno ulaganje za maksimalni učinak. Dodatno, Maja je naglasila i značaj influensera, koji su u savremenom svetu najzaslužniji za promocije i rast brendova.<\/span><\/p>

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Na kraju predavanja, učesnici AmChamps programa su imali prilike da vode diskusiju i daju svoje primere i zapažanja iz sveta korporativnih komunikacija, ali i da porazgovaraju o načinima poslovanja svojih kompanija.<\/span><\/p>

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Svetoslav Atanasov, Generalni direktor Coca-Cola Hellenic u Srbiji održao je online predavanje polaznicima AmChamps programa i upoznao ih bliže sa temom „Brenda i usmerenosti ka korisniku“ Na početku predavanja, predstavljeno je poslovanje kompanije Coca-Cola Hellenic i njeni socio-ekonomski uticaji u […]<\/p>\n","protected":false},"author":3,"featured_media":20664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[103],"tags":[],"class_list":["post-20651","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-amchamps-mladi-lideri-promena","post_format-post-format-video"],"acf":[],"yoast_head":"\nAmChamps 2021 \u2013 Brend i usmerenost ka korisniku i Korporativne komunikacije • AmCham<\/title>\n<meta name=\"description\" content=\"Svetoslav Atanasov, Generalni direktor Coca-Cola Hellenic u Srbiji odr\u017eao je online 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