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Analysis of Product Strategies of Dairy Trade Brands in Biedronka and Lidl Discounters (Analiza strategii asortymentowych marek handlowych produktow mleczarskich w sieci dyskontow Biedronka i Lidl)

Author

Listed:
  • Hanna Gorska-Warsewicz

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji)

  • Maksymilian Czeczotko

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji)

Abstract

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.

Suggested Citation

  • Hanna Gorska-Warsewicz & Maksymilian Czeczotko, 2016. "Analysis of Product Strategies of Dairy Trade Brands in Biedronka and Lidl Discounters (Analiza strategii asortymentowych marek handlowych produktow mleczarskich w sieci dyskontow Biedronka i Lidl)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(57), pages 138-151.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:138-151
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    More about this item

    Keywords

    trade brands; product strategies; architecture strategies of trade brands; dairy products preferences.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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