20.500.12556/DKUM-11219 PROIZVAJALČEVA DILEMA TRŽENJSKEGA POZICIONIRANJA: RAZVIJATI LASTNE BLAGOVNE ZNAMKE ALI SPREJETI TRGOVSKE BLAGOVNE ZNAMKE THE MANUFACTURER'S DILEMMA IN MARKET POSITIONING: THE DEVELOPMENT OF BRANDS OR THE ACCEPTANCE OF PRIVATE LABELS Trgovske blagovne znamke (TBZ) imajo na policah trgovskih verig že relativno bogato zgodovino, največji razvoj pa so dosegle v zadnjih letih. Pojavljajo se v vedno širšem naboru izdelkov pri vseh trgovcih na drobno in so že prisotne tudi na trgu storitev. Njihov tržni delež bliskovito narašča, spreminja pa se tudi njihov ugled pri kupcih. Če je še do pred kratkim veljalo, da trgovske blagovne znamke niso enakovredne lastnim blagovnim znamkam proizvajalcev (proizvajalčevim blagovnim znamkam), je danes odnos do njih popolnoma drugačen. Praktično ni več gospodinjstva, v katerem ne bi kupovali kakšnega izdelka TBZ, prav tako pa se je spremenila njihova kakovost in pozicioniranje na policah trgovin. Pojavile so se trgovske verige, v katerih delež prodaje dosega 90 in več odstotkov v obliki trgovskih blagovnih znamk, kupci pa so jim vedno bolj naklonjeni ter jih prepoznavajo kot ugodno alternativo tradicionalnim proizvajalčevim blagovnim znamkam. Takšni premiki na trgu so se sicer zgodili v relativno kratkem času, vendar kljub temu preseneča dejstvo, da največji proizvajalci izdelkov lastnih BZ niso prepoznali grožnje, ki jo predstavljajo izdelki TBZ za obseg njihove prodaje in na dolgi rok celo za obstoj podjetja. Proizvajalci so se v svojih trženjskih aktivnostih in primerjavah osredotočili predvsem na konkurenčna podjetja in njihove izdelke, izdelke TBZ pa (namenoma ali ne) puščali ob strani in jih niso prepoznali kot resno konkurenco. Podobno skromna je tudi obravnava trgovskih blagovnih znamk na področju akademskih raziskav in strokovne literature. S fenomenom trgovskih blagovnih znamk sem se pričel srečevati ob svojem delu. Zaradi poskusov preboja na police trgovskih verig z relativno slabo poznano blagovno znamko živil sem seveda moral podrobno analizirati stanje tržišču. Na slovenskem živilskem trgu v večini kategorij predstavljajo izdelki trgovskih blagovnih znamk vodilne izdelke v prodaji posamezne trgovske verige, zato so tudi najresnejši konkurent proizvajalčevim blagovnim znamkam. Zaradi tako privlačnih količin so tovrstni izdelki za proizvajalce na prvi pogled zelo zanimivi, saj pridobitev posla izdelave trgovske blagovne znamke prinese občutno povečanje prodaje v relativno kratkem času in z zanemarljivimi stroški prodaje, promocije, oglaševanja ipd. Seveda pa za proizvajalca to ni edini vidik trgovske blagovne znamke. V zelo kratkem času se pokaže, da izdelek trgovske blagovne znamke »krade« prodajo izdelkom lastne blagovne znamke in namesto utrjevanja znamke proizvajalca se pri kupcih »zasidra« ime trgovske verige. Zaradi tega je na daljši rok proizvodnja izdelkov trgovske blagovne znamke za proizvajalce vprašljiva, odločitev za ali proti takšni proizvodnji pa zahteva temeljito analizo podatkov in daljnosežen razmislek. Private labels have been around for quite some time but their development has been especially rapid in recent years. There is an ever growing range of private label products available at retail stores and even a private label services market has begun to form. The market share of private labels is rapidly growing and their reputation with consumers is changing for the better. Up until recently the conviction that private labels are not equal with manufacturer brands held true but nowadays the attitude towards private labels has changed completely. Almost all households buy at least one private label product. Their quality and shelf position have improved. Retail chains with an over 90 % share of private labels have appeared and they enjoy a growing customer inclination. Also, consumers are beginning to see private labels as a favorable alternative to traditional manufacturer brands. Those kinds of shifts are a recent occurrence but it is still surprising that the manufacturers have not recognized the threat that private labels represent to their incomes and in the long-term even the existence of their companies. In their marketing activities and comparative analyses manufacturers used to focus primarily on rival companies and their brand products, while they (intentionally or unintentionally) practically ignored private labels or at least failed to recognize them as serious competition. Similarly, private labels had received little attention in academic research and in expert literature. I came across the private label phenomena at work. Attempting a breakthrough of a poorly recognized food brand onto the shelves of retailers I needed to conduct a thorough analysis of the market situation. The results showed that the Slovene food market is dominated by private label products, which even occupy the leading positions in most food categories and therefore represent the most serious competition to manufacturer brands. Due to high sales potential the production of private label products seems to be a good choice for the manufacturer, at least at first sight. It ensures a considerable increase of sales in a relatively short time with negligible sales, promotion and marketing costs. Of course, this is only one side of the medal for the manufacturer. Very shortly, the manufacturer establishes that the private label is »stealing« income from his own brand. Also, instead of strengthening the manufacturer’s brand customers get attached to retailers' labels. In the long-term the decision to produce private label products can backfire and it thus requires a profound analysis of data and a far-reaching consideration of the company's goals and future. znamka trgovska blagovna znamka trgovska veriga proizvajalčeva blagovna znamka živilska panoga brand private label retailer manufacturer brand food industry true true false [M. Žerak] Slovenski jezik Angleški jezik Diplomsko delo 2009-07-20 22:39:07 2010-03-22 11:29:25 2022-04-11 23:37:55 2022-04-17 03:36:07 2009 0 Ptuj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 9996572 URN:SI:UM:DK:REZ1KGRO UNI_Zerak_Marko_2009.pdf UNI_Zerak_Marko_2009.pdf 1 4CBD1D1DD704762E6771D693682AA682 d340c699e16a06b2e6ed654e5a4323ffb7c194b72bfdc2e2bff2e5979789da21 0f38ac5a-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a7603b83-38fb-4012-b1ea-6f16c3daa72e https://dk.um.si/Dokument.php?lang=slv&id=9869 Ekonomsko-poslovna fakulteta 0 0 0