Introducing NBs at discounters:
Implications intended for brand picture
Bachelor Thesis Marketing
Word Count number: 7, 039
Tilburg University or college
Supervisor: Farreneheit. Sotgiu
The continued growth of the discount grocery sector has triggered manufacturers of national brands to consider introducing goods at these discount stores. Little research has been performed on the results this has for the performance in the national brand. The objective of this study should be to examine the implications of brand name image when introducing the national brand. Consequences to brand image play an essential role in determining the success of the start. Manufacturers have to pay particular focus on the price placing and the quality perception with the national manufacturer with respect to personal labels. Firstly, we take a look at the research background acknowledge the sort of consumers like a control adjustable. Then, two independent factors price placement and top quality perception will be examined. We discover evidence intended for pricing restrictions and develop pricing tactics that have an effect on brand photo positively and negatively. The perception of quality is usually approached in the contexts results literature. Drawing on branding, selling, and costs literature, we find promotional activities that can enhance brand picture at discounters (i. elizabeth. advertising, the labels, innovation) and/or potentially hazardous for brand image (price promotion, display). Table of Contents
Table of Contents3
Phase 1 Introduction4
1 . one particular Problem Definition4
1 . two Problem Statement4
1 . 2 . 1 Study Questions5
1 ) 3 Analysis Background5
1 . 4 Academic Relevance6
1 ) 5 Managerial Relevance7
1 . 6 Structure7
Chapter 2 Conceptual Model8
2 . one particular Conceptual Framework8
2 . two Defining Constructs8
2 . 2 . 1 Brand Image8
2 . 2 . 2 Quality Perception9
2 . installment payments on your 2 Price Positioning10
2 . 3 Control Variable: Sort of Consumers10
Phase 3 Value Positioning12
a few. 1 Value Perception & Pricing Strategies12
3. 2 Promotional Activities15
3. 2 . 1 Advertising15
3. installment payments on your 2 Selling price Promotions15
3. 3 Phase Summary16
Part 4 Quality Perception17
5. 1 Context Effects of Display and Products17
4. 2 Context Effects of Store Image18
4. three or more Feature Advertising18
4. 5 Chapter Summary19
Chapter a few Conclusions20
five. 1 Conclusion20
5. a couple of Discussion21
your five. 2 Recommendations21
Chapter 1 Advantages
1 . you Problem Classification
In the fierce competitive world of supermarkets and adding to this kind of the economical regression, hard discount retailers seem to be growing at an explosive rate. Various brand manufacturers have been reluctant to enter the hard discounters part either defer by excessive entry obstacles or by having insufficient information about the market (Nielsen, 2007). Nevertheless , managers of national brands (NBs) will be coming about to realise entering into the discount channel is a wonderful opportunity (Deleersnyder, Dekimpe, Steenkamp & Koll, 2007). Even though the hard discounter's segment receives an increasing volume of focus in the academics field, little is known regarding the effects of adding NBs to the discounters' selection. In particular, there may be little information available on what this specifically means for the brand name image of NBs. This low self-esteem poses a real challenge for developing sales strategies and strategies to introduce NBs with the discount funnel.
1 . 2 Problem Assertion
Drawing from your past literary works on the low cost grocery market and brand management, this kind of study looks for to provide further insights about how precisely brand photo is damaged when launching NBs in discount shops. The belief of brand image of NBs impact on how managers can placement their brands at discounters. Two of the main variables to consider will be price and quality placement of the NBs. These factors determine how...
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