{"id":236320,"date":"2025-05-07T20:31:19","date_gmt":"2025-05-07T20:31:19","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=236320"},"modified":"2025-05-07T20:31:19","modified_gmt":"2025-05-07T20:31:19","slug":"strategie-ce-giganti-straini-si-au-adus-marcile-proprii-in-romania-dar-le-au-pastrat-si-pe-cele-autohtone-de-cele-mai-multe-ori-brandurile-romanesti-sunt-pastrate-doar-pentru-piata-locala-unde-au","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=236320","title":{"rendered":"Strategie: ce gigan\u0163i str\u0103ini \u015fi-au adus m\u0103rcile proprii \u00een Rom\u00e2nia, dar le-au p\u0103strat \u015fi pe cele autohtone. De cele mai multe ori, brandurile rom\u00e2ne\u015fti sunt p\u0103strate doar pentru pia\u0163a local\u0103, unde au pozi\u0163ii de top \u00een v\u00e2nz\u0103ri."},"content":{"rendered":"

\nPetrom, Dero, Dacia, Ciuc, Joe \u015fi Arctic sunt c\u00e2teva dintre m\u0103rcile locale cu greutate care au intrat \u00een ulti\u00admele dou\u0103-trei decenii \u00een ograda unor companii multina\u0163ionale. Ce este interesant e c\u0103 toate au fost p\u0103strate \u015fi nu rebranduite pentru a se \u201epotrivi\u201c portofoliilor interna\u0163ionale.<\/p>\n

\nIar motivul pentru care noii ac\u0163io\u00adnari au f\u0103cut asta este acela c\u0103 numele rom\u00e2ne\u015fti erau deja puternice \u015fi bine ancorate \u00een memoria consu\u00admatorilor.<\/p>\n

\nTotu\u015fi, acelea\u015fi grupuri care le-au preluat \u015fi-au adus pe plan local \u015fi m\u0103rcile lor str\u0103ine, respectiv OMV, Persil, Renault, Heineken, KitKat \u015fi Beko, merg\u00e2nd \u00een paralel cu toate brandurile, pentru a acoperi mai multe segmente de pre\u0163, de clien\u0163i ori de pia\u0163\u0103. Astfel, grupul austriac OMV a preluat afacerea Petrom \u015fi, mai de\u00adgrab\u0103 dec\u00e2t s\u0103 \u00ee\u015fi redenumeasc\u0103 sta\u0163ii\u00adle, a preferat s\u0103 mearg\u0103 \u00een paralel cu dou\u0103 nume. A\u015fadar, ast\u0103zi, pe pia\u0163\u0103 exist\u0103 \u015fi benzin\u0103rii OMV, dar \u015fi Petrom.<\/p>\n

\nUn model similar a aplicat \u015fi gru\u00adpul turc Arcelik, rebranduit \u00een Beko la nivel interna\u0163ional, care a pre\u00adluat produc\u0103torul local de electrocas\u00adnice Arctic \u00een 2002. Marca rom\u00e2neasc\u0103 are \u00eens\u0103 \u00een total o istorie de mai bine de jum\u0103tate de secol.<\/p>\n

\n\u00cen paralel cu Arctic, turcii au adus local \u015fi brandul lor interna\u0163ional Beko, astfel c\u0103 cele dou\u0103 merg \u00een paralel. Mai exact, Arctic a fost p\u0103strat strict pentru Rom\u00e2nia, unde are o rezonan\u00ad\u0163\u0103 \u015fi o importan\u0163\u0103 pentru consumator, \u00een timp ce Beko este numele care se poate reg\u0103si pe c\u00e2teva zeci de pie\u0163e din lume, inclusiv cea autohton\u0103.<\/p>\n

\n\"\"<\/p>\n

\nPentru clientul local \u00eens\u0103, Arctic a fost \u015fi r\u0103m\u00e2ne cel mai important brand de profil, iar asta se vede \u00een v\u00e2nz\u0103rile de electrocasnice mari, unde e lider.<\/p>\n

\nSimilar, gigantul anglo-olandez Unilever are \u00een portofoliu at\u00e2t deter\u00adgentul Dero, c\u00e2t \u015fi Persil, conform celor mai recente date ale ZF. Prima este o marc\u0103 local\u0103, destinat\u0103 doar con\u00adsu\u00adma\u00adtorilor rom\u00e2ni, pe c\u00e2nd cea de-a doua este interna\u0163ional\u0103 \u015fi ajunge at\u00e2t pe rafturile magazinelor autohto\u00adne, c\u00e2t \u015fi peste grani\u0163\u0103.<\/p>\n

\nAcela\u015fi model a fost aplicat \u015fi de juc\u0103torii din industria de bere, precum Ursus, Heineken \u015fi Bergenbier, ale c\u0103ror portofolii sunt mixte, formate din nume rom\u00e2ne\u015fti \u015fi str\u0103ine. Primele sunt destinate \u00eens\u0103, ca \u015fi \u00een celelalte cazuri, Rom\u00e2niei.<\/p>\n

\nSingurul exemplu care vine s\u0103 con\u00adtrazic\u0103 aceast\u0103 strategie – ca o marc\u0103 rom\u00e2neasc\u0103 s\u0103 fie folosit\u0103 doar local – este cel al Dacia, un nume care a f\u0103cut \u00eenconjurul lumii.<\/p>\n

\nLa polul opus, exist\u0103 companii str\u0103ine care au preluat fabrici \u015fi busi\u00adnessuri locale, dar care au renun\u0163at la m\u0103rcile rom\u00e2ne\u015fti.<\/p>\n

\nOrice nou ac\u0163ionar al unei compa\u00adnii trebuie s\u0103 decid\u0103 ce urmeaz\u0103 s\u0103 fac\u0103 cu opera\u0163iunile nou-preluate.<\/p>\n

\nDup\u0103 studii de pia\u0163\u0103 atente \u015fi dup\u0103 analize ale rapoartelor de v\u00e2nz\u0103ri, se ia decizia dac\u0103 un brand este p\u0103strat sau nu. Nu \u00eentotdeauna m\u0103rcile rom\u00e2\u00adne\u015fti au avut o soart\u0103 fericit\u0103.<\/p>\n

\nSamus (aragazurile care se produ\u00adceau la Satu Mare, \u00een fabrica preluat\u0103 de Electrolux), Banca Agricol\u0103 (achi\u00adzi\u0163ionat\u0103 de Raiffeisen), Romtelecom (cump\u0103rat ini\u0163ial de OTE), Artima (magazine preluate de Carrefour \u015fi rebranduite \u00een Carrefour Market) ori pasta de din\u0163i SuperCristal (Colgate-Palmolive) sunt c\u00e2teva dintre m\u0103rcile care nu au supravie\u0163uit privatiz\u0103rilor sau schimb\u0103rii de ac\u0163ionariat. Ele au fost \u00eenlocuite cu altele sau au fost pur \u015fi simplu scoase de pe pia\u0163\u0103.<\/p>\n

\n <\/p>\n","protected":false},"excerpt":{"rendered":"

Petrom, Dero, Dacia, Ciuc, Joe \u015fi Arctic sunt c\u00e2teva dintre m\u0103rcile locale cu greutate care au intrat \u00een ulti\u00admele dou\u0103-trei decenii \u00een ograda unor companii multina\u0163ionale. Ce este interesant e c\u0103 toate au fost p\u0103strate \u015fi nu rebranduite pentru a se \u201epotrivi\u201c portofoliilor interna\u0163ionale.<\/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":[7386,419,4872,8168,387,7387,7895,7138,13541],"class_list":["post-236320","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-branduri","tag-carrefour","tag-dacia","tag-heineken","tag-magazine","tag-marci","tag-multinationale","tag-omv","tag-portofolii"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236320","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=236320"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236320\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=236320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=236320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=236320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}