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Balan Carmen (Bucharest Academy of Economic)
Branding strategies of top processors on the Romanian milk and dairy market
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 122-138, tab.,bibliogr.32 poz.
Słowa kluczowe
Przetwórstwo mleka, Rynek, Konsumpcja
Milk processing, Market, Consumption
This article explores the branding strategies of the top processors on the milk and dairy market in Romania. Within a competitive market, the creative and effective use of branding builds brand eauity and customer loyalty. The management of these intangible tools makes the difference between successful companies and firms that play the price "game" only. The focus on the Romanian milk and dairy market has the following main reasons: (i) milk and dairy market evolution was significantly affected by the economic crisis at the beginning of this decade; (ii) milk and dairy products still represent a smaller ąuantity and hold a lower share in the food consumption of Romanians compared to the market potential and to other countries from the European Union; (iii) competition among milk processors is fierce and a rela- tively limited number of major companies dominate the shelves of modem food retailing in Romania; (iv) insolvencies/bankruptcies were part of the recent market history. (fragment of text)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
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