BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Balan Carmen (Bucharest Academy of Economic)
Tytuł
Branding strategies of top processors on the Romanian milk and dairy market
Źródło
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
Kraj/Region
Rumunia
Romania
Abstrakt
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)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Bibliografia
Pokaż
  1. Albalact (2014), Albalact Brands, http://vAvw.albalact.ro/en/brands.html (accessed:18.09.2014)
  2. Barza V. (2014), Germanii de la Hochland tintesc afaceri de peste 50 milioane euro anul acesta in Romania, Hotnews.ro, http://economie.hotnews.ro/stiri-companii- 17536284-germanii-hochland-tintesc-afaceri-peste-50-milioane-euro-anul-acesta- romania.htm (accessed: 18.09.2014).
  3. Ciriperu D. (2014), Lactalis a inchis trei fabrici din Suceava si Neamt. Telemeaua LaDorna a fost inlocuita cu President, Ziarul Financiar, http://www.zf.ro/zf- 24/lactalis-a-inchis-trei-fabrici-din-suceava-si-neamt-telemeaua~ladoma-a-fost- inlocuita-cu-president-11877031 (accessed: 18.09.2014).
  4. Cotu L. (2014), FrieslandCampina inchide fabrica de la Carei si muta actmtatea la Cluj, Ziarul Financiar, http://www.zf.ro/zf-24/frieslandcampina-inchide-fabrica-de- la-carei-si-muta-activitatea-la-cluj-12647253 (accessed: 18.09.2014).
  5. Danone Romania (2014a), Danone in Romania, http://www.danone.ro/lumea-danone/ danone-in-romania/ (accessed: 18.09.2014).
  6. Danone Romania (2014b), lanrturile noastre, http://www.danone.ro/lumea-danone/ danone-in-romania/#iaurturile-noastre/ (accessed: 18.09.2014).
  7. Danone Romania (2014c), Produse, http://www.danone.ro/pagina-produse/ (accessed:18.08.2014)
  8. Delaco (2014), Despre noi, Istoric, http://www.delaco.ro/despre-delaco (accessed:18.11.2014)
  9. Euromonitor International (2013), Dairy in Romania, London, http://www.euromonitor. com/dairy-in-romania/report (accessed: 18.09.2014).
  10. Fabrica de Lapte (2014), FrieslandCampina Romania, profitabila cel tarziu in 2017, http://www.fabricadelapte.rO/frieslandcampina-romania-profitabila-cel-tarziu-2017# (accessed: 18.09.2014).
  11. FrieslandCampina (2014), FrieslandCampina in Romania, http://www.frieslandcampina.com/ english/about-us/worldwide-locations/europe/romania.aspx (accessed: 18.09.2014).
  12. GfK Romania (2014), Alimentele proaspete sunt preferatele romanilor, 1 May, http://www.gflc.com/ro/news-and-events/press-room/press-releases/pagini/alimen tele-proaspete-sunt-preferatele-romanilor.aspx (accessed: 18.09.2014).
  13. Hayut I. (2011), Tnuva's Romanian Dairy Is Causing Heavy Losses, and Is One of the First Issues that New Chairman Shlomo Rodev Is Tackling, Globes, http://www. globes.co.il/en/article-1000701441 (accessed: 18.09.2014).
  14. Ieseanu T. (2013), Razvan Orbulescu, FrieslandCampina: "In inima pozitionarii Napo- lact se ą/la laptele din Ardeal", IAA Romania, http://www.iaa.ro/Articole/Interviuri/ Razvan-orbulescu-frieslandcampina-in-inima-pozi ionarii-napolact-seafla -laptele-din-ardeal/6052.html (accessed: 18.09.2014).
  15. Keller K.L., Aperia T., Georgson M. (2012), Strategie Brand Management: A European Perspective, Financial Times - Prentice Hall, Upper Saddle River, NJ.
  16. Magazinul Progresiv (2014), GfK: 2 din 3 romani consuma produse din alte surse decat retailul, www.magazinulprogresiv.ro/exclusivonline/article/pdf/l/...id/245.html (accessed: 18.09.2014).
  17. Mediafax (2011), Tnuva se pregateste sa se retraga din Romania. Operatiunile cu lac- tate cauzeaza pierderi masive, http://www.mediafax.ro/economic/tnuva-se- pregateste-sa-se-retraga-din-romania-operatiunile-cu-lactate-cauzeaza-pierderi- masive-9011615 (accessed: 18.09.2014).
  18. National Institute of Statistics (2014), Romania in Figur es. Statistical Abstract, National Institute of Statistics, Bucharest.
  19. Panaete M. (2014a), Romania este pe ultimele locuri in UE la consumul de lapte de vaca ambalat, Ziarul Financiar, http://www.zf.ro/zf-24/romania-este-pe-ultimele-locuri- in-ue-la-consumul-de-lapte-de-vaca-ambalat-12049481 (accessed 18.09.2014).
  20. Panaete M. (2014b), Top zece producatori de lactate: Albalact urca pe locul doi, Ziarul Financiar, http://www.zf.ro/companii/top-zece-producatori-de-lactate-albalact-urca- pe-locul-doi-12746137 (accessed: 18.09.2014).
  21. Panaete M. (2014c), Topul celor mai mari zece producatori de lactate din Romania, Ziarul Financiar, http://www.zf.ro/companii/topul-celor-mai-mari-zece-producatori -de-lactate-din-romania-12729798 (accessed: 18.09.2014).
  22. Panaete M. (2014d), Olympus a construit cu 75 de milioane de euro cel mai mare expor- tator de lactate, Ziarul Financiar, http://www.zf.ro/companii/olympus-a-constniitcu- 75-de-milioane-de-euro-cel-mai-mare-exportator-de-lactate-12936572 (accessed: 18.09.2014).
  23. Petcana A.M. (2014), Albalact vrea o cifiAa de afaceri de peste 100 milioane de euro in acest an, Mediafax, http://www.inediafax.ro/economic/albalact-vrea-o-ciffa- deafaceri-de-peste-100-milioane-de-euro-in-acest-an-12554503 (accessed: 18.09.2014).
  24. Petrescu R. (2011), Producatorul de lactate Tnuva paraseste Romania, Ziarul Financiar, http://www.zf.ro/companii/producatorul-de-lactate-tnuva-paraseste-romania-9045574 (accessed: 18.09.2014).
  25. Stan A. (2014a), Afacerile Danone au inlrat pe pierdere: Consumatorii au cheltuit mai piiłin, Wall-Street, http://www.wall-street.r0/artic0l/C0mpanii/l 67128/afacerile- danone-au-intrat-pe-pierdere-consumatorii-au-cheltuit-mai-putin.html#Scene_l (accessed: 18.09.2014).
  26. Stan A. (2014b), Interviu cu sefnł FrieslandCampina: cum gestioneaza olandezii im subiect sensibil - importu! de lapte din strainatate, Wall-Street, http://www.wall- street.ro/articol/Companii/169595/interviu-cu-seful-ffieslandcampina-cum- gestioneaza-olandezii-un-subiect-sensibil-importul-de-lapte-din-strainatate.html (accessed: 18.09.2014).
  27. State D. (2014), Napolact a incheiat colaborarea cu 50 de centre de colectare din Ardeal. Mii de litri de lapte sunt irositi zilnic, Capital, http://www.capital.ro/ laptele-din-inima-ardealului-va-fi-adus-de-la-unguri.html (accessed: 18.09.2014).
  28. Trout J., Rivkin S. (2008), Differentiate or Die: Survival in Our Era of Killer Competi- tion, John Wiley & Sons, Hoboken.
  29. Tudor Stoica D. (2008), Tnuva: We will double our productportfolio by yearend, Ziarul Financiar, http://www.zf.ro/zf-english/tnuva-we-will-double-our-product-portfolio- by-yearend-3098124/ (accessed: 18.09.2014).
  30. Vaschi M. (2014), Producatorii de lactate mizeaza pe inovatia de produs, Revista Piata, http://www.revista-piata.ro/Producatorii_de_lactate_mizeaza_pe_inovatia_de_ produs -idl0174.html (accessed: 18.09.2014).
  31. Wheeler A. (2013), Designing Brand Identity, A Complete Guide to Creating, Building and Maintaining Strong Brands, John Wiley & Sons, Hoboken.
  32. Zomer N. (2011), Tnuva closing daity in Romania, Ynetnews http://www.ynetnews.com/ articles/0,7340,L-4031950,00.html (accessed: 18.09.2014)
Cytowane przez
Pokaż
Język
eng
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu