Review article
Consumer Perception of Podravka’s Innovative Marketing Strategies and the Influence on Market Positioning and Differentiation
Marina Guzovski
; Libertas International University, Zagreb, Croatia
*
Elena Pavičić
; Libertas International University, Zagreb, Croatia
*
* Corresponding author.
Abstract
The aim of this paper was to examine the impact of modern marketing strategies on consumer perception of the Podravka brand and to determine the level of differentiation and market positioning in relation to the competition. The empirical research was conducted on a sample of 137 respondents, during April and May 2025. Data were collected via an online survey questionnaire that was structured in several sections, and included: socio-demographic characteristics of the respondents, general perception of the Podravka brand, product positioning, product differentiation and innovation. The results of the research indicate a high level of recognition of Podravka’s products, with consumers perceiving them as high-quality and innovative and often recognizing them as leaders in their category. The respondents expressed a positive attitude towards Podravka’s marketing strategies, which were also recognized as the main incentives for purchase. The majority of respondents express a high level of satisfaction with the products, and a significant number of them regularly recommend Podravka’s products to others. Digital platforms, such as Coolinarika, are most often used to find recipes and inspiration for cooking. Consumers perceive Podravka as a brand with competitive advantages, especially in the segments of quality, diversity of offer and innovation. Podravka has proven to be a successful example of a modern and responsible brand that effectively responds to market needs and continuously develops new forms of communication with consumers, and the results of the conducted research also provide guidelines for further development and improvement for the purpose of consumer satisfaction and loyalty.
Keywords
Podravka; modern marketing; digital campaigns; market positioning; product differentiation
Hrčak ID:
346879
URI
Publication date:
21.12.2025.
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