Marki własne w strategiach pozycjonowania detalistów FMCG w Polsce
Private brand in the positioning strategies of FMCG retailers in Poland
Author(s): Magdalena Stefańska, Grażyna ŚmigielskaSubject(s): Economy
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marka własna; detalista; FMCG; pozycjonowanie; private brand; retailer; FMCG; positioning
Summary/Abstract: The aim of this paper is determine the crucial role of private brands in the successful retail positioning of FMCG in Poland. Porter’s view of positioning as a source of competitive advantage is discussed and examples of successful positioning of retailers are given. Then, a comparison between the development of private brands in Western Europe and Poland is made which led to the conclusion that these two processes are similar. An analysis of private brand development has showed that it was stimulated by a competitive situation and retailers desire to differentiate from the rivals
Journal: Marketing i Zarządzanie
- Issue Year: 2013
- Issue No: 31
- Page Range: 375-385
- Page Count: 11