Éderson Luiz Piato

Estratégia de marcas próprias no varejo supermercadista: um estudo comparativo entre Brasil e Inglaterra

Abstract The purpose of this article was to analyze the private label strategies on food retailers, considering cases of English and Brazilian retail chains. After literature review, semi-structured interviews were conducted with six retailers in England and in Brazil. Secondary data were collected, followed by documental and content analysis. The main differences between the countries occur due to retail structure, time of private label offering, customers’ profile and preferences. Factors related to culture, legislation, economy and management of product mix describe other differences. In both countries, different store formats are used for reaching different target markets. It is also possible to notice the importance, in both countries, of positioning strategies, segmentation, brands, product mix, location, image, store environment, marketing mix and selection and evaluation of private label suppliers. Implications include suggestions for food retailers. Keywords Private labels. Food retail. Brand strategies. England. Brazil.

O desenvolvimento de marcas próprias: estudo comparativo entre o varejo e fornecedores da indústria alimentícia

A estrategia de marca propria e adotada por redes varejistas que procuram obter vantagem competitiva por meio da comercializacao de produtos que recebem suas marcas. Inicialmente, os produtos de marcas proprias possuiam a imagem de produtos baratos e de baixa qualidade. Porem, com a evolucao do seu conceito, algumas redes estao utilizando estrategias de segmentacao de suas marcas, oferencendo produtos exclusivos, de qualidade superior, com precos mais elevados e com grau de inovacao. Nesse contexto, o objetivo deste artigo e descrever a dinâmica do processo de desenvolvimento de produtos para o caso das marcas proprias, comparando as praticas adotadas pelos agentes da cadeia produtiva e verificando como ocorre o processo de inovacao desses produtos. O artigo baseia-se no estudo multicaso realizado em uma das tres maiores redes de supermercados no Brasil e em tres fornecedores de marcas proprias do setor alimenticio. Como resultado, este artigo caracteriza o processo de desenvolvimento de produtos de marca propria e traz apontamentos sobre as estrategias atuais e perspectivas futuras para esse mercado.

Análise das vantagens e desvantagens das marcas próprias do atacado para os clientes varejistas

The aim of this paper is to identify and discuss the main advantages and disadvantages of wholesaler´s own brands for small and medium retailers. In a qualitative, exploratory study, 15 semi-structured interviews with supermarket retailers were conducted. The results show that the advantages and disadvantages mentioned by the interviewed retailers were similar to those obtained in a literature review, which was mostly based on large retailers and wholesalers. The interviewed retailers also mentioned difficulties inherent to wholesaler brands. It was also found that only retailers associated with the wholesaler benefit from the association between the brand and the store, as independent retailers have restrictions in bonding the brands to their stores. Independent retailers primarily benefit from higher profit margins. The disadvantages and difficulties encountered in offering wholesaler brands are also mentioned by the interviewed retail customers.

Cognitive relationships between automobile attributes and personal values

Purpose The purpose of this paper is to present an analysis of the cognitive relationship between personal values of buyers and attributes of automobiles. Design/methodology/approach In total, 60 interviews were performed with buyers of sporty and compact cars. The qualitative laddering technique guided data collection and analysis, resulting in two cognitive value maps (HVM). The results were interpreted based on three theoretical approaches: Schwartz (1994), Allen (2000) and Gutman (1982). Findings The dominant chains from the two models indicate connection between “design and hedonism,” “internal finishing and hedonism” and “security items and safety as a value.” Therefore, these customers are predominantly characterized by individualistic values: by the pursuit of personal pleasure and concern for personal safety. Research limitations/implications Due to qualitative techniques having been used, future research could validate some presented results through surveys based on the connections between the set of attributes and values presented in this research. Practical implications Results from this study can help to develop segmentation and advertising strategies, as well as marketing aftermarket actions based on the psychographic profile provided by the HVMs. They may also assist integration between the initial and final phases of new vehicles’ development which have concepts similar to those studied here. Originality/value The extant literature provides few studies with the specific objective of identifying connections between vehicle attributes and the personal values of the consumers. This paper presents an interpretation of the cognitive relationships between vehicle attributes and personal values through three theoretical perspectives, providing multidimensional profiles to explain consumers’ values.