{"id":1510,"date":"2023-09-20T23:58:00","date_gmt":"2023-09-20T21:58:00","guid":{"rendered":"https:\/\/www.eplus.rs\/?p=1510"},"modified":"2025-09-21T02:33:11","modified_gmt":"2025-09-21T00:33:11","slug":"pekarijada-event","status":"publish","type":"post","link":"https:\/\/www.eplus.rs\/en\/pekarijada-event\/","title":{"rendered":"Case Study: B2B Marketing"},"content":{"rendered":"
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Materijal u nastavku CASE STUDY B2B: PEKARIJADA predstavlja studiju slu\u010daja, u kojoj je ePlus Marketing Centar, kao partner kompanije Lesaffre, aktivno u\u010destvovao u razvoju marketing strategije. razvoju brend storytellinga, kreativnoj strategiji, razvoju sredstava komunikacije i event managementu.<\/p>\n\n\n\n

Problem i cilj<\/h2>\n\n\n\n

Lesaffre je najve\u0107i svetski proizvodja\u010d kvasca i jedna od vode\u0107ih kompanija koja profesionalnim pekarima nudi kompletna re\u0161enja u domenu razvoja proizvoda i asortimana. Asortiman proizvoda, pored kvasca, uklju\u010duje gotove prekarske sme\u0161e i mikseve, pobolj\u0161iva\u010de i kisela testa. Dakle – kompletna i potrpuna re\u0161enja za profesionalne pekare. Klijenti kompanije jesu svi subjekti koji se bave testom i pekarstvom: od velikih industrijskih pekara, do pojedina\u010dnih preduzetnika.<\/p>\n\n\n\n

U periodu dok je kompanija bila relativno novi igra\u010d na veoma konkurentom tr\u017ei\u0161tu – na kome je prisutan veliki broj i doma\u0107ih i internacionalnih kompanija – nije jednostavno \u0161iriti tr\u017ei\u0161nu penetraciju i tr\u017ei\u0161ne udele. Zadatak koji smo zajedno sa klijentom re\u0161avali jeste bio kako da pove\u0107amo doseg sa kvalitetnom komunikacijom prema pekarima profesionalcima da bi prodajni tim lek\u0161e uspostavljao kontakte sa novim kupcima i nakon toga, ostvarivao svoje kvantitativne prodajne ciljeve.<\/p>\n\n\n\n

Uvidi<\/h2>\n\n\n\n

Kroz prikupljanje podataka putem intervjuisanja va\u017enih u\u010desnika i „Brand assessment“ proces, odnosno proces procene bitnih elemenata neophodnih za kreiranje uspe\u0161ne strategije, do\u0161li smo do dubinskih uvida o ciljnoj grupi. Na osnovu tih uvida, radili smo zajedni\u010dki sa klijentom na kreiranju strategije. Neke od va\u017enijih stvari do kojij smo do\u0161li jesu: 1) da je Lesaffre izuzetno ugledna kompanija kojoj se veruje; 2) da pekari puno rade ali nemaju odgovaraju\u0107e dru\u0161tveno priznanje. Ve\u0107ina ljui ih posmatra kao radnike koji rano ustaju i puno rade, a tek mali broj vidi u njima vrhunske zanatlije i „umetnike“ u svom poslu. Da skratimo pri\u010du, ova dva uvida su klju\u010dna za na\u0161u pri\u010du.<\/p>\n\n\n\n

Re\u0161enje problema<\/h2>\n\n\n\n

Analiziraju\u010di uvide, shvatili smo da Lesaffre, kao partner pekarima ne sme da posmatra pekare samo kao klijente ili kupce svojih proizvoda, ve\u010d im mora pru\u017eiti potvrdu i podr\u0161ku da budu jo\u0161 bolji. Drugim re\u010dima, treba na\u0107i na\u010din da kompanija svoje klijente, svoje pekare ne posmatra kao kupce, ve\u0107 kao vrhunske umetnike i da ia im da priznanje za takav rad. Rezultat rada je Pekarijada – komunikaciona platforma koja postavlja pekara u sam centar i koja ga tretira kao umetnika i majstora svog zanata. <\/p>\n\n\n\n

Pekarijada je kreirana kao nacionalno takmi\u010denje profesionalnih i mladih (na \u0161kolovanju za pekarski zanat) pekara, gde kompetentni stru\u010dni \u017eiri sastavljen od vrhunskih tehnologa, najboljih pekara, predstavnika esnafa i profesionalnih udru\u017eenja, na osnovu jasnih i transparentnih kriterijuma ocenjuju ume\u0107e takmi\u010dara. Propozicije takmi\u010denja su veoma precizne, a \u017eiri Pekarijade broji preko 20 \u010dlanova, \u010dime se obezbe\u0111uje potpuna nepristrasnost u dono\u0161enju odluka. Pekari veruju u odluke ovakvog \u017eirija. Takmi\u010denje se obavlja pod okriljem Baking Centra – centra izvrsnosti za pekare, koji je opremljen i ima uslove za odr\u017eavanje ovako zahtevnog takmi\u010denja.<\/p>\n\n\n\n

Prvi cilj je osigurati da se \u0161to ve\u0107i broj pekara profesionalaca prijave za takmi\u010denje za naslov najboljeg pekara u Srbiji. Razvijeni su slo\u017eeni i efikasni kanali komunikacije koji do svakog pojedina\u010dnog pekara u zemlji dostavljaju informaciju o takmi\u010denju i propozicijama. Komunikacija se realizuje kako kroz ATL komunikaciju (OOH, radio, lokalni TV, profesionalni \u0161tampani magazini), digitalne kanale (social, newsletters, ads, messenger apps), tako i preko BTL aktivnosti i direktne komunikacije sa profesionalcima, bilo da rade u velikim pekarskim industrijama ili u malim zanatskim pekarama.<\/p>\n\n\n\n

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Takmi\u010darski deo se odvija u demonstracionom BAKING CENTRU kompanije Lesaffre, koji je opremljen najsavremenijom pekarskom opremom. Prvi deo takmi\u010denja je kvalifikacioni, gde se biraju talmi\u010dari koji \u0107e u\u0107i u finale. Od 2019. godine, takmi\u010darski deo se realizuje i u drugim ve\u0107im gradovima Srbije, kako bi takmi\u010denje bilo dostupnije ve\u0107em broju pekara. Takmi\u010denje se uvek odigrava u 5 ili 6 takmi\u010darskih kategorija (burek, doma\u0107i tradicionalni hleb, \u0161trudla sa makom, poga\u010dice sa \u010dvarcima, obredni hleb, umetni\u010dko delo od testa, pizza…) i za svaku kategoriju se progla\u0161avaju finalisti, kao i pobednici (prvo, drugo i tre\u0107e mesto). Kroz definisanje takmi\u010darskih kategorija, nastoji se da se o\u010duva pekarska tradicija Srbije i time naglasi njihov doprinos lokalnoj kulturi.<\/p>\n\n\n\n

Na svim dosada\u0161njim Pekarijadama, finalna ceremonija progla\u0161enja pobednika bila je u elegantnom ambijentu teatra i opere „Madlenianum“ u Zemunu. Prvi deo doga\u0111aja jeste okupljanje sa sve\u010danim koktelom, koji se savr\u0161ena prilika za umre\u017eavanje i predstavljanje sponzora takmi\u010denja profesionalnoj publici. U sve\u010danom programu Ceremonije, koji osmi\u0161ljavamo i realizujemo svake godine, finaliste predstavljamo kao vrhunske umetnike i majstore svog zanata kroz audio-vizuelni performans. Kratak video sa Pekarijade iz 2023. mo\u017eete pogledati here <\/a>(YouTube Shorts).<\/p>\n\n\n\n

Za potrebe ovogodi\u0161nje Pekarijade, kreirali smo i set viber stikera sa „internim pekarskim dosetkama“, koji mo\u017eete preuzeti here<\/a>. Stikeri su mogli da se preuzmi isklju\u010divo preko QR koda koje su hostese pokazivale zvanicama na koktelu, odnosno preko stikera koji vam neko drugi po\u0161alje. Cilj ovakve distribucije jeste da se podstakne razbijanje leda u komunikaciji i medjusobno umre\u017eavanje.<\/p>\n\n\n\n

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Na kraju takmi\u010denja, organizuje se sve\u010dana Ceremonija progla\u0161enja pobednika. Pobednici dobijaju vredne nagrade, a pobednik u kategoriji mladih pekara mogu\u0107nost zaposlenja u pekari u svom gradu ili robnu nagradu. Svi osvaja\u010di prvog mesta dobijaju pobedni\u010dke pehare. Nema bolje reklame od te, da pobednik Pekarijade pravi proizvode za vas!<\/p>\n\n\n\n

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Sa pobednicima (I, II i III mesto), kao i sa \u010dlanova \u017eirija odr\u017eavamo i redovno okupljanje pobednika. Ono se odr\u017eava par meseci nakon dodele nagrada, na kome sumiramo utiske i tragamo za sugestijama kako da takmi\u010denje jo\u0161 vi\u0161e unapredimo.<\/p>\n\n\n\n

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Materijal u nastavku CASE STUDY B2B: PEKARIJADA predstavlja studiju slu\u010daja, u kojoj je ePlus Marketing Centar, kao partner kompanije Lesaffre, aktivno u\u010destvovao u razvoju marketing strategije. razvoju brend storytellinga, kreativnoj strategiji, razvoju sredstava komunikacije i event managementu. Problem i cilj Lesaffre je najve\u0107i svetski proizvodja\u010d kvasca i jedna od vode\u0107ih kompanija koja profesionalnim pekarima nudi […]<\/p>\n","protected":false},"author":1,"featured_media":1067,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[41,3,19,35,23,566,30,9,568],"tags":[11,21,443,20,34,593,327],"class_list":["post-1510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-btl","category-digital","category-dizajn","category-marketing-strategija","category-prodajna-strategija-sr","category-produkcija","category-brand","category-upravljanje-sr","tag-event","tag-food","tag-kampanja","tag-lesaffre","tag-marketing","tag-pekarijada-sr","tag-takmicenje"],"yoast_head":"\nCase Study: B2B Marketing - 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