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Le promozioni di prezzo sulle marche private: variabilit? tra categorie ed effetti competitivi inter-brand

Author

Listed:
  • Edoardo Fornari
  • Sebastiano Grandi

Abstract

Il presente lavoro discute il tema delle politiche di pricing di breve periodo praticate dai retailers sui prodotti di marca commerciale. In particolare l?analisi si focalizza sull?elaborazione dei dati di sell-out 2008-2009 relativi alle categorie merceologiche di Largo Consumo Confezionato (LCC) nell?ambito del mercato italiano della Distribuzione Moderna (ipermercati e supermercati). In tale contesto emerge un crescente ricorso alla promozione di prezzo per le linee di private label, soprattutto all?aumentare del valore complessivo del giro d?affari di categoria, della pressione promozionale sulle marche industriali e dell?entit? media dello sconto. Il lavoro evidenzia altres? come l?efficacia delle promozioni sulla marca commerciale possa risultare estremamente elevata in termini di generazione di vendite incrementali, di aumento della market share e di contributo alle vendite complessive.

Suggested Citation

  • Edoardo Fornari & Sebastiano Grandi, 2011. "Le promozioni di prezzo sulle marche private: variabilit? tra categorie ed effetti competitivi inter-brand," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(4), pages 125-145.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-004009
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