MEDZINÁRODNÉ VEDECKÉ DNI 2008

MATYSIK-PEJAS R.

Development of private labels in Poland

Anotácia:

Abstract:
Brand is one of the most important instruments of the contemporary marketing - it is a central point without which, it isn't possible to imagine promotional action or even running a business in conditions of the market competition. Increasingly grows meaning of private label, which is an element of marketing strategy of commercial chains. Products marked with private label are manufactured exclusively for customize commercial chains or under their direct control. This kind of brands is present in Poland for a dozen years. Therefore a level of their development is considerably diverging from the level of western Europe countries or the USA. Nevertheless they are gaining more and more significance on the market of foodstuffs. On shop shelves of super- and hypermarkets products marked with a private labels take more and more space. According to the experts private label products will be developing dynamically in the next years as they assure of a lot of profits for consumers. Amongst these benefits it is possible to mention: diversified and rich offer, attractive prices, freedom of choice, increasing of the purchasing power and possibility of supporting local entrepreneurs - subcontractors of the commercial chains.