{"id":1793020112,"date":"2026-09-01T22:43:52","date_gmt":"2026-09-01T20:43:52","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-06T14:41:34","modified_gmt":"2026-11-06T13:41:34","slug":"nezacali-sme-cenovu-vojnu","status":"publish","type":"post","link":"https:\/\/btop.pl\/sk\/nezacali-sme-cenovu-vojnu\/","title":{"rendered":"Predali sme menej kusov a z\u00e1kazn\u00edk zarobil viac"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_3314577396af18e8b8e1f5\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14368397796af18e8b8e302 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. 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var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_8841983866af18e8b8e785\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14480531896af18e8b8e815 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Objem<\/span><strong>\u221218%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Hrub\u00fd zisk<\/span><strong>+26%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Jednotkov\u00e1 mar\u017ea<\/span><strong>14% \u2192 23%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Priemern\u00e1 hodnota n\u00e1kupn\u00e9ho ko\u0161\u00edka<\/span><strong>+61%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Zn\u00ed\u017eenie cien<\/span><strong>0<\/strong><\/div><\/div>\n        <h1>Predali sme menej kusov a <em>klient zarobil viac<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">V kateg\u00f3rii pr\u00edslu\u0161enstva k mobiln\u00fdm telef\u00f3nom ceny za pol roka klesli o 40%. Z\u00e1kazn\u00edk chcel zn\u00ed\u017ei\u0165 ceny v s\u00falade s v\u00fdvojom na trhu. Vypo\u010d\u00edtali sme, \u010do by to znamenalo, a navrhli sme mu in\u00e9 rie\u0161enie.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">01.01.2026-30.09.2026<\/span><span class=\"btop-cs__tag\">Allegro<\/span><span class=\"btop-cs__tag\">Cenov\u00fd tlak<\/span><span class=\"btop-cs__tag\">Pr\u00edslu\u0161enstvo pre mobiln\u00e9 telef\u00f3ny<\/span><span class=\"btop-cs__tag\">Neust\u00e1la podpora<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_21113653676af18e8b8eb0f\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_11364503776af18e8b8eb9e hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>V\u00fdzva<\/h3><p>Po\u010das dvoch \u0161tvr\u0165rokov sa do tejto kateg\u00f3rie zaradili predajcovia pon\u00fakaj\u00faci vizu\u00e1lne podobn\u00e9 produkty o 40% lacnej\u0161ie. \u010cas\u0165 z\u00e1kazn\u00edkov pred\u00e1vaj\u00facich podobn\u00fd sortiment zn\u00ed\u017eila ceny a udr\u017eala objem predaja pri mar\u017ei bl\u00edzkej nule.<\/p>\n      <p>N\u00e1\u0161 klient chcel urobi\u0165 to ist\u00e9, preto\u017ee videl, ako klesaj\u00fa jeho podiely na trhu. Probl\u00e9m spo\u010d\u00edval v tom, \u017ee pri jeho n\u00e1kladovej \u0161trukt\u00fare \u2013 v\u00fdrobe v Po\u013esku, kontrole kvality a dvojro\u010dnej z\u00e1ruke \u2013 by zn\u00ed\u017eenie cien na \u00farove\u0148 konkurencie znamenalo predaj pod v\u00fdrobn\u00fdmi n\u00e1kladmi.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>O klientovi<\/h3><p>V\u00fdrobca pr\u00edslu\u0161enstva pre mobiln\u00e9 telef\u00f3ny, dom\u00e1ca v\u00fdroba, stredn\u00e1 cenov\u00e1 kateg\u00f3ria, vlastn\u00e1 zna\u010dka s rozpoznate\u013enos\u0165ou v danej kateg\u00f3rii.<\/p>\n      <p>Allegro malo na svedom\u00ed v\u00e4\u010d\u0161inu maloobchodn\u00e9ho predaja.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_11526742626af18e8b8eea0\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14073190666af18e8b8ef29 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">\u010co sme urobili<\/p>\n        <h2>Rozhodnutia, ktor\u00e9 rozhodli o v\u00fdsledku.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUTIE 01<\/span>\n          <h3>Vypo\u010d\u00edtali sme, ko\u013eko by st\u00e1lo prisp\u00f4sobi\u0165 sa trhu<\/h3>\n          <p>Prv\u00e1 diskusia sa t\u00fdkala tabu\u013eky, nie strat\u00e9gie. Ak by sa ceny zn\u00ed\u017eili na \u00farove\u0148 konkurencie a objem by zostal zachovan\u00fd, z\u00e1kazn\u00edk by ro\u010dne zarobil o 62% menej ako v predch\u00e1dzaj\u00facom roku, pri rovnakom po\u010dte odoslan\u00fdch bal\u00edkov a rovnakom za\u0165a\u017een\u00ed skladu.<\/p>\n      <p>Argument, ktor\u00fd presved\u010dil: pri priemernej cene 45 z\u0142 a mar\u017ei 14% bol zisk na kus 6,30 z\u0142 a n\u00e1klady 38,70 z\u0142. Pokles o 40% znamenal cenu 27 z\u0142, teda <strong>11,70 PLN strata na ka\u017edom predanom kuse<\/strong>. Zisk ani strata nie s\u00fa o ni\u010d men\u0161ie.<\/p>\n          <div class=\"btop-cs__nie\"><strong>\u010co sme neurobili<\/strong>Nezn\u00ed\u017eili sme cenu ani jedn\u00e9ho indexu, hoci po\u010das prv\u00fdch dvoch mesiacov akcie klesali a tlak vn\u00fatri spolo\u010dnosti r\u00e1stol. To je naj\u0165a\u017e\u0161ia \u010das\u0165 tohto projektu: po\u010das \u00f4smich t\u00fd\u017ed\u0148ov boli jedinou sp\u00e4tnou v\u00e4zbou len hor\u0161ie \u010d\u00edsla.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_20988051546af18e8b8f225\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17107907456af18e8b8f2ad hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUTIE 02<\/span>\n          <h3>Prestali sme pred\u00e1va\u0165 jednotliv\u00e9 kusy<\/h3>\n          <p>Namiesto toho, aby sme s\u00fa\u0165a\u017eili cenou jednotliv\u00e9ho produktu, sme na\u0161u ponuku preorientovali na sady: puzdro plus ochrann\u00e9 sklo plus k\u00e1bel, prisp\u00f4soben\u00e9 konkr\u00e9tnemu modelu telef\u00f3nu. T\u00e1to sada nem\u00e1 u konkurencie priamu obdoba, tak\u017ee cenov\u00e9 porovnanie u\u017e nie je automatick\u00e9.<\/p>\n      <p>Priemern\u00e1 hodnota n\u00e1kupn\u00e9ho ko\u0161\u00edka vzr\u00e1stla o 61% a kupuj\u00faci, ktor\u00fd si vybral sadu, sa menej \u010dasto vracia k zoznamu v\u00fdsledkov a menej \u010dasto porovn\u00e1va.<\/p>\n      <p>Katal\u00f3gov\u00e1 cena \u017eiadneho indexu neklesla. Sada je lacnej\u0161ia ako s\u00fa\u010det jednotliv\u00fdch \u010dast\u00ed, tak\u017ee priemern\u00e1 cena za kus klesla z 45 PLN na 42,50 PLN \u2013 ide o z\u013eavu za sadu, nie o zn\u00ed\u017eenie cenn\u00edka.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_4344546486af18e8b8f5af\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13119282366af18e8b8f635 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUTIE 03<\/span>\n          <h3>Presunuli sme komunik\u00e1ciu<\/h3>\n          <p>Dvojro\u010dn\u00e1 z\u00e1ruka, exped\u00edcia z po\u013esk\u00e9ho skladu do jedn\u00e9ho d\u0148a, vybavovanie reklam\u00e1ci\u00ed v po\u013e\u0161tine. V\u0161etky tieto veci u\u017e existovali, ale \u017eiadna z nich nebola vidite\u013en\u00e1 v ponuke \u2013 nach\u00e1dzali sa v z\u00e1lo\u017eke \u201einform\u00e1cie o predajcovi\", ktor\u00fa nikto neotv\u00e1ra.<\/p>\n      <p>Ich umiestnenie na fotografie, do nadpisu a na prv\u00fa obrazovku popisu nest\u00e1lo ni\u010d okrem pr\u00e1ce na obsahu.<\/p>\n          <div class=\"btop-cs__nie\"><strong>\u010co sme neurobili<\/strong>V popisoch pon\u00fak sme sa nevyjadrovali k porovnaniam s konkurenciou. Ukazovanie prstom na lacnej\u0161ieho hr\u00e1\u010da na trhu upriamuje pozornos\u0165 kupuj\u00faceho, ktor\u00fd o \u0148om mo\u017eno nevedel, a zni\u017euje d\u00f4veryhodnos\u0165 zna\u010dky, ktor\u00e1 tak kon\u00e1.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_1355811786af18e8b8f91d\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_962591286af18e8b8f9a6 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Priebeh<\/p>\n        <h2>K\u013e\u00fa\u010dov\u00e9 etapy.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">Janu\u00e1r 2026<\/span>\n            <strong>V\u00fdpo\u010det scen\u00e1ra zn\u00ed\u017eenia<\/strong>\n            Vy\u010d\u00edslenie ro\u010dn\u00e9ho v\u00fdsledku pri prisp\u00f4soben\u00ed sa \u00farovni konkurencie. Rozhodnutie o nezn\u00ed\u017een\u00ed cien.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Febru\u00e1r, marec 2026<\/span>\n            <strong>Naj\u0165a\u017e\u0161ie obdobie<\/strong>\n            Pokles podielov a objemu pri nezmenen\u00fdch cen\u00e1ch. Udr\u017eanie kurzu napriek vn\u00fatropodnikov\u00e9mu tlaku.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">marec, apr\u00edl 2026<\/span>\n            <strong>Prepracovanie ponuky na s\u00fapravy<\/strong>\n            Sady prisp\u00f4soben\u00e9 modelom telef\u00f3nov, nov\u00e9 produktov\u00e9 karty, nov\u00e1 cenov\u00e1 \u0161trukt\u00fara bal\u00edkov.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">M\u00e1j 2026<\/span>\n            <strong>Inform\u00e1cie o z\u00e1ruke a doru\u010den\u00ed<\/strong>\n            Presun\u00fa\u0165 inform\u00e1cie o z\u00e1ruke a dobe dodania do fotografi\u00ed, do nadpisov a na prv\u00fa obrazovku popisu.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">J\u00fan, september 2026<\/span>\n            <strong>Stabiliz\u00e1cia<\/strong>\n            Objem bol ni\u017e\u0161\u00ed ako v predch\u00e1dzaj\u00facom roku, mar\u017ea a zisk boli v\u00fdrazne vy\u0161\u0161ie. Rozhodnutie o zachovan\u00ed strat\u00e9gie.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_12789466056af18e8b8fcf4\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_19586933386af18e8b8fd84 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">V\u00fdsledky<\/p>\n        <h2>Objem a hrub\u00fd zisk, mesa\u010dne.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"St\u013apcov\u00fd graf: Objem a hrub\u00fd zisk, mesa\u010dne, index, janu\u00e1r 2026 = 100. Rad: Predan\u00e9 kusy, hrub\u00fd zisk.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"213.6\" x2=\"744\" y2=\"213.6\"\/><line x1=\"64\" y1=\"165.2\" x2=\"744\" y2=\"165.2\"\/><line x1=\"64\" y1=\"116.8\" x2=\"744\" y2=\"116.8\"\/><line x1=\"64\" y1=\"68.4\" x2=\"744\" y2=\"68.4\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"217.6\">30<\/text><text x=\"54\" y=\"169.2\">60<\/text><text x=\"54\" y=\"120.8\">90<\/text><text x=\"54\" y=\"72.4\">120<\/text><text x=\"54\" y=\"24.0\">150<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"72.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"148.3\" y=\"110.3\" width=\"28.0\" height=\"151.7\" rx=\"3\"\/><rect x=\"223.9\" y=\"120.0\" width=\"28.0\" height=\"142.0\" rx=\"3\"\/><rect x=\"299.4\" y=\"126.5\" width=\"28.0\" height=\"135.5\" rx=\"3\"\/><rect x=\"375.0\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"450.6\" y=\"131.3\" width=\"28.0\" height=\"130.7\" rx=\"3\"\/><rect x=\"526.1\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"601.7\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"677.2\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"102.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"178.3\" y=\"105.5\" width=\"28.0\" height=\"156.5\" rx=\"3\"\/><rect x=\"253.9\" y=\"108.7\" width=\"28.0\" height=\"153.3\" rx=\"3\"\/><rect x=\"329.4\" y=\"94.2\" width=\"28.0\" height=\"167.8\" rx=\"3\"\/><rect x=\"405.0\" y=\"82.9\" width=\"28.0\" height=\"179.1\" rx=\"3\"\/><rect x=\"480.6\" y=\"71.6\" width=\"28.0\" height=\"190.4\" rx=\"3\"\/><rect x=\"556.1\" y=\"63.6\" width=\"28.0\" height=\"198.4\" rx=\"3\"\/><rect x=\"631.7\" y=\"60.3\" width=\"28.0\" height=\"201.7\" rx=\"3\"\/><rect x=\"707.2\" y=\"58.7\" width=\"28.0\" height=\"203.3\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"101.8\" y=\"284\">I<\/text><text x=\"177.3\" y=\"284\">II<\/text><text x=\"252.9\" y=\"284\">III<\/text><text x=\"328.4\" y=\"284\">IV<\/text><text x=\"404.0\" y=\"284\">V<\/text><text x=\"479.6\" y=\"284\">VI<\/text><text x=\"555.1\" y=\"284\">VII<\/text><text x=\"630.7\" y=\"284\">VIII<\/text><text x=\"706.2\" y=\"284\">IX<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">index, janu\u00e1r 2026 = 100<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>Predan\u00e9 kusy<\/span><span><i style=\"background:#1c6d95\"><\/i>Hrub\u00fd zisk<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">Rozdiel medzi oboma s\u00e9riami sa za\u010dal prejavova\u0165 v apr\u00edli, ke\u010f sa sady dostali do ponuky. Objem sa u\u017e nevr\u00e1til na p\u00f4vodn\u00fa \u00farove\u0148, \u010do v\u0161ak ani nebolo cie\u013eom.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_10082374886af18e8b90102\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13543189456af18e8b9018c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>Dev\u00e4\u0165 mesiacov bez zn\u00ed\u017eenia ceny.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>\u00dadaje o autorovi<\/th><th>Janu\u00e1r 2026<\/th><th>September 2026<\/th><th>Zmena<\/th><\/tr><\/thead>\n            <tbody><tr><td>Jednotkov\u00e1 mar\u017ea<\/td><td>14%<\/td><td>23%<\/td><td>+9 p.p.<\/td><\/tr><tr><td>Priemern\u00e1 hodnota n\u00e1kupn\u00e9ho ko\u0161\u00edka<\/td><td>68 zlot\u00fdch<\/td><td>110 zlot\u00fdch<\/td><td>+61%<\/td><\/tr><tr><td>Po\u010det predan\u00fdch kusov za mesiac<\/td><td>cca 9 200<\/td><td>cca 7 500<\/td><td>\u221218%<\/td><\/tr><tr><td>Po\u010det spracovan\u00fdch bal\u00edkov<\/td><td>cca 6 100<\/td><td>cca 2 900<\/td><td>\u221252%<\/td><\/tr><tr><td>Po\u010det kusov v balen\u00ed<\/td><td>1,5<\/td><td>2,6<\/td><td>+73%<\/td><\/tr><tr><td>Mesa\u010dn\u00fd obrat<\/td><td>cca 415 000 PLN<\/td><td>cca 319 000 PLN<\/td><td>\u221223%<\/td><\/tr><tr><td>Hrub\u00fd mesa\u010dn\u00fd zisk<\/td><td>cca 58 000 PLN<\/td><td>cca 73 000 PLN<\/td><td>+26%<\/td><\/tr><tr><td>Zmeny katal\u00f3gov\u00fdch cien<\/td><td>,<\/td><td>0<\/td><td>,<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_12154760846af18e8b9050f\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_11054034646af18e8b90595 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>Ako sme to urobili.<\/h2>\n        <p>Diskusiu o zn\u00ed\u017een\u00ed cien uzavrela kalkul\u00e1cia, ktor\u00e1 uk\u00e1zala, \u017ee prisp\u00f4sobenie sa trhu neznamen\u00e1 ni\u017e\u0161\u00ed zisk, ale stratu 11,70 PLN na kus. Potom boli po\u010das \u00f4smich t\u00fd\u017ed\u0148ov \u010d\u00edsla hor\u0161ie a to bol naj\u0165a\u017e\u0161\u00ed moment projektu. Sady vyradili produkt z priameho cenov\u00e9ho porovnania a zv\u00fd\u0161ili hodnotu n\u00e1kupn\u00e9ho ko\u0161\u00edka z 68 na 110 z\u0142, pri\u010dom po\u010det bal\u00edkov klesol o polovicu. Obrat klesol o 23%, zisk vzr\u00e1stol o 26%, a tak to malo by\u0165.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_19687568366af18e8b90936\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_4400558836af18e8b909be hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Opakovate\u013enos\u0165<\/p>\n        <h2>Pre\u010do si mysl\u00edme, \u017ee to nebola n\u00e1hoda.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>Scen\u00e1r zn\u00ed\u017eenia je napl\u00e1novan\u00fd do konca roka<\/h3><p>Rozhodnutie o cene sa prij\u00edma na z\u00e1klade tabu\u013eky s ro\u010dn\u00fdmi v\u00fdsledkami, nie na z\u00e1klade grafu podielov za posledn\u00fd mesiac. T\u00e1 ist\u00e1 tabu\u013eka plat\u00ed v ka\u017edej kateg\u00f3rii, ktor\u00e1 je pod tlakom.<\/p><\/div><div class=\"btop-cs__card\"><h3>Sada namiesto jedn\u00e9ho kusu<\/h3><p>Produkt bez priameho ekvivalentu sa vynech\u00e1 z automatick\u00e9ho porovnania cien. Je to najlacnej\u0161\u00ed sp\u00f4sob, ako vyst\u00fapi\u0165 z aukcie, ak\u00fd na trhovisku existuje.<\/p><\/div><div class=\"btop-cs__card\"><h3>Prednosti, ktor\u00e9 u\u017e m\u00e1\u0161, ale nie s\u00fa vidite\u013en\u00e9<\/h3><p>Z\u00e1ruka, doba dodania, z\u00e1kazn\u00edcky servis v po\u013e\u0161tine \u2013 tieto inform\u00e1cie sa zvy\u010dajne nach\u00e1dzaj\u00fa v z\u00e1lo\u017eke, ktor\u00fa nikto neotv\u00e1ra. Ich umiestnenie na fotografie a do nadpisu ni\u010d nestoj\u00ed.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>\u010co tento pr\u00edpad nedokazuje:<\/strong> T\u00e1to strat\u00e9gia si vy\u017eaduje skuto\u010dn\u00fa v\u00fdhodu, ktor\u00fa je mo\u017en\u00e9 preuk\u00e1za\u0165. V pr\u00edpade produktu bez kvalitat\u00edvnych, z\u00e1ru\u010dn\u00fdch alebo logistick\u00fdch prednost\u00ed nie je \u010do komunikova\u0165 a snaha o udr\u017eanie mar\u017ee vedie k strate objemu predaja aj zisku.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_17313149796af18e8b90d05\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16002327986af18e8b90d8b hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>Konkurencia zn\u00ed\u017eila ceny a vy prem\u00fd\u0161\u013eate, \u010di sa k nej prida\u0165?<\/h2>\n          <p>Vypo\u010d\u00edtame, ako by vyzeral tvoj ro\u010dn\u00fd v\u00fdsledok v oboch scen\u00e1roch, a zist\u00edme, ak\u00e9 v\u00fdhody m\u00e1\u0161 u\u017e dnes, ktor\u00e9 kupuj\u00faci nevid\u00ed. Bez toho, aby sme vopred predpokladali, \u017ee zn\u00ed\u017eenie ceny je chyba.<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/sk\/kontaktujte-nas\/\">Po\u010fme si prepo\u010d\u00edta\u0165 oba scen\u00e1re<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_8493877116af18e8b910ee\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_5369379576af18e8b91173 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Pozrite si \u010fal\u0161ie pr\u00edpadov\u00e9 \u0161t\u00fadie<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/sk\/audit-uctov\/\">Audit \u00fa\u010dtov na trhovisku<span>\u010co e\u0161te zni\u017euje tvoju mar\u017eu<\/span><\/a><a href=\"https:\/\/btop.pl\/sk\/predavajuce-miniatury-a-fotografie\/\">Fotografie a propaga\u010dn\u00e9 grafick\u00e9 materi\u00e1ly<span>Ako uk\u00e1za\u0165 v\u00fdhodu, ktor\u00e1 nie je vidite\u013en\u00e1<\/span><\/a><a href=\"https:\/\/btop.pl\/sk\/allegro\/\">Predaj na Allegro<span>Spr\u00e1va \u00fa\u010dtu a cenov\u00e1 strat\u00e9gia<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Ke\u010f konkurencia zn\u00ed\u017eila ceny o 40%, my sme ju nen\u00e1sledovali. Predali sme menej kusov, ale z\u00e1kazn\u00edk zarobil viac. Toto sme zmenili namiesto ceny.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020112","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/1793020112","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/comments?post=1793020112"}],"version-history":[{"count":2,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/1793020112\/revisions"}],"predecessor-version":[{"id":1793020160,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/1793020112\/revisions\/1793020160"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media?parent=1793020112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/categories?post=1793020112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/tags?post=1793020112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}