POSITIONING PRIVATE LABELS FOR THE TOP OF THE SOCIAL PYRAMID

被引：0
|
作者：
Serralvo, Francisco Antonio [1 ]
Estender, Antonio Carlos [1 ]
机构：
[1] Univ Catolica Santos, Santos, Brazil
来源：
REVISTA ADMINISTRACAO EM DIALOGO | 2008年 / 10卷 / 02期
关键词：
Positioning; Retail; Private Labels;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
The private labels have been launched with the aim of (i) to attract low income, (ii) to allow higher margins and (iii) to increase the bargaining power of retailers with their suppliers. Given the traditional premium positioning of the "Pao de Acucar", is that the positioning for classes C and D would not be appropriate. However, the results of this research support the brand positioning Taeq in a full "sub-premium" because this was in 80% of cases, below the most expensive available. The time to market Taeq points to the presence of private labels to the top of the social pyramid.
引用
收藏
页码：118 / 142
页数：25
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