\nStudiul GfK National Brands & Private Labels Drivers analizeaz\u0103 cinci piloni \u00een func\u0163ie de care consumatorii rom\u00e2ni cump\u0103r\u0103 produse de larg consum \u015fi le diferen\u0163iaz\u0103 de restul juc\u0103torilor din pia\u0163\u0103: notorietatea m\u0103rcii, capacitatea lor de a face consumatorul s\u0103 se simt\u0103 bine, \u00eencrederea \u00een calitate, tradi\u0163ia m\u0103rcii \u015fi raportul bun calitate\/pre\u0163.<\/p>\n
\nAstfel, Heidi de\u0163ine prima pozi\u0163ie printre m\u0103rcile de bunuri de larg consum \u00een a c\u0103ror calitate rom\u00e2nii au cea mai mare \u00eencredere, urmat\u0103 de Santal (b\u0103utur\u0103 r\u0103coritoare), Zewa (h\u00e2rtie igienic\u0103), Granini (b\u0103utur\u0103 r\u0103coritoare) \u015fi Bel Vita (biscui\u0163i).<\/p>\n
\n“\u00cen topul privind \u00eencrederea \u00een calitatea m\u0103rcii, Heidi se diferen\u0163iaz\u0103 foarte puternic \u00een special pe atributele privind \u00eencrederea deplin\u0103 pe care consumatorii o au \u00een aceast\u0103 marc\u0103 \u015fi prin faptul c\u0103 satisface a\u015ftept\u0103ri foarte \u00eenalte. Urm\u0103toarele dou\u0103 clasate se diferen\u0163iaz\u0103 pe atributele de calitate excelent\u0103 \u015fi \u00eencrederea mai mare pe care consumatorii o au \u00een ele \u00een compara\u0163ie cu alte m\u0103rci”, se arat\u0103 \u00een raportul GfK.<\/p>\n
\nNotoritatea se refer\u0103 la prezen\u0163a \u015fi disponibilitatea brandului, la varietatea sortimenta\u0163iei, la nout\u0103\u0163i \u015fi lans\u0103ri de produse, la campaniile de comunicare, dar \u015fi la felul \u00een care acesta interac\u0163ioneaz\u0103 sau dialogheaz\u0103 cu consumatorii s\u0103i, iar \u00eencrederea \u00eentr-o marc\u0103 se traduce prin calitate \u015fi tradi\u0163ie, elemente esen\u0163iale \u00een decizia de cump\u0103rare, precizeaz\u0103 GfK.<\/p>\n
\n“Ce este o marc\u0103? Toate ideile, amintirile \u015fi sentimentele care se nasc \u00een noi de fiecare dat\u0103 c\u00e2nd ne g\u00e2ndim la un anumit brand. Atunci c\u00e2nd aceste asocia\u0163ii mentale fac respectivul produs sau serviciu mai relevant, mai interesant sau mai conving\u0103tor dec\u00e2t pe cele ale competitorilor, acestea creeaz\u0103 valoare. Iar valoarea mi\u015fc\u0103 produsele de pe raft. \u00cen plus, continua optimizare a portofoliilor \u015fi pozi\u0163ionarea corect\u0103 a brandurilor \u00een segmentul potrivit de pre\u0163 \u015fi cu atributele care r\u0103spund unei nevoi reale a consumatorilor sunt cele mai bune strategii de diferen\u0163iere”, a declarat Gabriela Luca, market strategy advisor al GfK Rom\u00e2nia.<\/p>\n
\nA doua component\u0103 important\u0103 \u00een construirea \u00eencrederii este esen\u0163a m\u0103rcii, \u00een\u0163eleas\u0103 ca fiind o marc\u0103 cu tradi\u0163ie, pe care consumatorii o cunosc de o lung\u0103 perioad\u0103 de timp. La acest capitol, Coca-Cola \u015fi Pepsi de\u0163in primele pozi\u0163ii, urmate de Kinder (ciocolat\u0103), Joe (napolitane) \u015fi Jacobs (cafea).<\/p>\n
\n\u00cen ceea ce prive\u015fte m\u0103rcile private, GfK men\u0163ioneaz\u0103 c\u0103 acestea nu se diferen\u0163iaz\u0103 prin notorietate, ci prin raportul calitate\/pre\u0163.<\/p>\n
\n“M\u0103rcile private sunt prezente de mai pu\u0163in\u0103 vreme pe pia\u0163\u0103, de aceea ele \u00eenc\u0103 nu se diferen\u0163iaz\u0103 \u00een termeni de tradi\u0163ie sau de notorietate a m\u0103rcii. Se pozi\u0163ioneaz\u0103 \u00eens\u0103 \u00een top pentru caracteristicile care se refer\u0103 la raportul bun calitate\/pre\u0163. Cele dou\u0103 m\u0103rci private pe care le reg\u0103sim \u00een top cinci pe acest pilon sunt Pilos \u015fi Promienna”, arat\u0103 raportul.<\/p>\n
\nStudiul GfK National Brands & Private Labels Drivers a fost realizat online pe 1.000 de responden\u0163i \u015fi au fost investigate individual 100 de m\u0103rci de produse la larg consum. \u00cen total, au fost ob\u0163inute 7.500 de evalu\u0103ri de m\u0103rci. Selec\u0163ia m\u0103rcilor a fost realizat\u0103 pentru toate segmentele de pre\u0163 (premium, mainstream, economic, m\u0103rci private cu valoare ad\u0103ugat\u0103 \u015fi m\u0103rci private din segmentul economic).<\/p>\n","protected":false},"excerpt":{"rendered":"
Ciocolata Heidi este brandul \u00een calitatea c\u0103ruia rom\u00e2nii au cea mai mare \u00eencredere, urmat de Santal \u015fi Zewa, \u00een timp ce Coca-Cola, Pepsi \u015fi Kinder sunt asociate cu tradi\u0163ia, iar lactatele Pilos \u015fi uleiul Promienna, m\u0103rci private ale Lidl, au cel mai bun raport calitate\/pre\u0163, potrivit datelor GfK.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[10594,7387],"class_list":["post-102198","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-gfk","tag-marci"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/102198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=102198"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/102198\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=102198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=102198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=102198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}