Analiza strategii asortymentowych marek handlowych produktów mleczarskich w sieci dyskontów Biedronka i Lidl
The aim of this study was to analyze the product strategy of trade brands of dairy products in two main discount chains in Poland (Biedronka and Lidl). Empirical research was conducted to review the assortment of main trade brands in 18 product groups in 2013 and 2015. Special attention was given...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2016-03-01
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| Series: | Problemy Zarządzania |
| Subjects: | |
| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=169981 |
| Summary: | The aim of this study was to analyze the product strategy of trade brands of dairy products in two
main discount chains in Poland (Biedronka and Lidl). Empirical research was conducted to review the
assortment of main trade brands in 18 product groups in 2013 and 2015. Special attention was given
to identification of strategies applied by discount chains, especially strategies of brand architecture and
brand positioning for particular groups of consumers, taste differentiation, packaging size as well as food
additives. The analyses were conducted in three main areas including dairy beverages and desserts,
cheeses and other dairy products. |
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| ISSN: | 1644-9584 2300-8792 |