Marca privată în contextul modernizării retailului românesc

Abstract

Private label is the present name of trader brand. It is a specific sign who is hold and canned by the trader, applied on the products in accordance with hight quality requirements. The products who are realised under private label have a low price and adequate quality level who is guarantee by the trader name. In this quality the private label is the newest trend of romanian retailer market and it is a marketing strategy for customers fidelity, difference beside competition and bidding diversification. This study presents the general situation of private labels on romanian market and analise the beneffits and bad aspects for producers,traders and customers.The main beneffits for producers are: the developement of production, sales guarantee, products diversification, the posibility to sell in the same store the main brands toghether the private label, acces to external markets through the big retailers without important marketing costs and the establishment privileged relationship with the parteners. The traders have the posibility to create theirs image on market through a stronger brands, specialy and exclusive products with reasonable prices for to make the differance above the competition and fidelity the customers.The customers represents the category hwo profits by the beneffits of private label because they can buy the products that have the same quality level as the main brands but they have low prices. The customers have the posibility to choice and decide one or more products. If they think one cheap product have a bad quality they can abdicate without another consequences.