<p>Bakgrund</p><p>Detaljisterna på den svenska livsmedelsmarknaden har bland annat genom koncentration fått ökad makt gentemot leverantörer. Då de tre största detaljisterna står för 87 % av marknaden är det av betydelse för leverantörerna att få sälja till dessa detaljister. Detaljisterna säljer inte bara leverantörernas produkter utan även egna märkesvaror. Detta leder till att leverantörens kund, detaljisten, även är deras konkurrent.</p><p>Genomförande</p><p>Vi har genomfört en kvalitativ studie för att undersöka hur leverantörerna kan konkurrera med de egna märkesvarorna. Vår empiri är grundad på intervjuer med åtta leverantörer och två detaljister. Vidare har vi genomfört tre fokusgrupper med totalt tolv konsumenter.</p><p>Resultat</p><p>Leverantörerna måste göra sig attraktiv för både detaljister och konsumenter. Genom att driva produktkategorin kan detaljisten göra sig attraktiv för detaljisten då försäljningen av de egna märkesvarorna ökar om produktkategorin växer. Produktutveckling och reklam är två sätt att driva en produktkategori. Konsumentens krav på leverantörernas produkter är att de skall hålla högre kvalitet varför det är viktigt för leverantörerna att ta hänsyn till detta. Eftersom detaljisterna har stor makt är det viktigt för leverantörerna att minska beroendet till dessa. Detta kan uppnås genom att leverantörerna ingår i koncerner. Då minskar beroendet av ett enskilt varumärke. Leverantörerna kan även sprida sina risker genom att sälja till olika marknader, så som restauranger och storkök samt till andra nationella marknader.</p> / <p>Background</p><p>The retailer in the Swedish grocery market has increased their power throw concentration. The three largest retailers have a market share of 87 %, and for the suppliers it is important to sell to these retailers. The retailers doesn’t only sell the suppliers products, they also sell their own private labels. This means that the suppliers’ costumer, the retailer, also is their competitor.</p><p>Execution</p><p>This study is conducted as a qualitative study to examine how the suppliers can manage the competition from the private labels. Our empirical data is collected throw interviews with eight suppliers and two retailers. Three focus groups with a total of twelve consumers have also been made.</p><p>Results</p><p>The suppliers have to satisfy both consumers and the retailers. By research and development the supplier satisfy the retailer because the public labels sales increase as the product category increases. Advertising is another way to increase the sales of the product category. The consumers’ demand of the suppliers’ products is that they should have superior quality. This aspect is important for the supplier to have in mind. Though the retailers’ has a great power, suppliers must the decrease the dependence to the retailer. This can be accomplished throw selling to different markets, such as restaurants and other national markets. The suppliers can also join a group of other suppliers, and the effect will be that the dependence of a single brand decreases.</p>

Bakgrund Detaljisterna på den svenska livsmedelsmarknaden har bland annat genom koncentration fått ökad makt gentemot leverantörer. Då de tre största detaljisterna står för 87 % av marknaden är det av betydelse för leverantörerna att få sälja till dessa detaljister. Detaljisterna säljer inte bara leverantörernas produkter utan även egna märkesvaror. Detta leder till att leverantörens kund, detaljisten, även är deras konkurrent. Genomförande Vi har genomfört en kvalitativ studie för att undersöka hur leverantörerna kan konkurrera med de egna märkesvarorna. Vår empiri är grundad på intervjuer med åtta leverantörer och två detaljister. Vidare har vi genomfört tre fokusgrupper med totalt tolv konsumenter. Resultat Leverantörerna måste göra sig attraktiv för både detaljister och konsumenter. Genom att driva produktkategorin kan detaljisten göra sig attraktiv för detaljisten då försäljningen av de egna märkesvarorna ökar om produktkategorin växer. Produktutveckling och reklam är två sätt att driva en produktkategori. Konsumentens krav på leverantörernas produkter är att de skall hålla högre kvalitet varför det är viktigt för leverantörerna att ta hänsyn till detta. Eftersom detaljisterna har stor makt är det viktigt för leverantörerna att minska beroendet till dessa. Detta kan uppnås genom att leverantörerna ingår i koncerner. Då minskar beroendet av ett enskilt varumärke. Leverantörerna kan även sprida sina risker genom att sälja till olika marknader, så som restauranger och storkök samt till andra nationella marknader. / Background The retailer in the Swedish grocery market has increased their power throw concentration. The three largest retailers have a market share of 87 %, and for the suppliers it is important to sell to these retailers. The retailers doesn’t only sell the suppliers products, they also sell their own private labels. This means that the suppliers’ costumer, the retailer, also is their competitor. Execution This study is conducted as a qualitative study to examine how the suppliers can manage the competition from the private labels. Our empirical data is collected throw interviews with eight suppliers and two retailers. Three focus groups with a total of twelve consumers have also been made. Results The suppliers have to satisfy both consumers and the retailers. By research and development the supplier satisfy the retailer because the public labels sales increase as the product category increases. Advertising is another way to increase the sales of the product category. The consumers’ demand of the suppliers’ products is that they should have superior quality. This aspect is important for the supplier to have in mind. Though the retailers’ has a great power, suppliers must the decrease the dependence to the retailer. This can be accomplished throw selling to different markets, such as restaurants and other national markets. The suppliers can also join a group of other suppliers, and the effect will be that the dependence of a single brand decreases.

Made available in DSpace on 2015-05-14T12:09:43Z (GMT). No. of bitstreams: 1 parte1.pdf: 3631290 bytes, checksum: 019467916297b1472f7b373fc796e634 (MD5) Previous issue date: 2006-09-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This work is a study of the evolutionary process of the Government-sponsored grocery markets and the revolution occurred at the grocery retail in the last decades. It identifies the architectural and urban parameters that are basis for a project methodology apply to Government-sponsored grocery markets. With this purpose, a research was done about the layout as well as the architectural shape of those markets throughout history; it was investigated the function and the new paradigms of retail, the importance of hygienic and secure food to define the parameters for quality control, the consumer decision-make process at the retail environment and the logic of the location for those urban equipment at the urban grid. At last, it is described the phases that compose the architectural planning of a Government-sponsored grocery markets, organizing a flowchart of activities to assure the development of a rational and systematic project process. / Este trabalho faz uma incursão sobre o processo evolutivo dos mercados e a revolução ocorrida no varejo de alimentos, nas últimas décadas, para identificar parâmetros arquitetônicos e urbanísticos que embasem uma metodologia de projeto aplicada a mercados públicos. Para tanto, realizou-se uma pesquisa sobre as configurações morfológicas do mercado ao longo da história, investigaram-se o papel e os novos paradigmas do varejo, a importância da higiene e da segurança alimentar na definição de parâmetros para o controle de qualidade, o processo de decisão do consumidor no ambiente varejista e a lógica da localização destes equipamentos na malha urbana. Por fim, descrevem-se as etapas que compõem o planejamento arquitetônico de um mercado público, organizando-as em um fluxograma de atividades, de modo a assegurar o desenvolvimento de um processo projetual racional e sistemático.

Den svenska dagligvarumarknaden kännetecknas av en oligopolmarknad med hög marknadskoncentration. Marknaden domineras av tre aktörer som tillsammans utgör 90% av dagligvarumarknaden. Detta medför att kritik riktats mot dagligvarumarknaden när priserna stigit med mer än 20% i jämförelse med den generella prisökningen på 10%. Vidare har det spekulerats om dagligvarumarknadens konkurrensförhållanden har försämrats under åren.  På senare år har nya förutsättningar tillkommit på dagligvarumarknaden i Sverige, där e- handelns utveckling och den ökade tillväxten av egna märkesvaror (EMV) är två nya komponenter på marknaden. Tidigare studier och prisundersökningar har fokuserat på att utvärdera hur konkurrensen ser ut på marknaden då tillväxten av e-handel har undersökts, men utan att specifikt fokusera på egna märkesvaror och dess inflytande på konkurrensen på dagligvarumarknaden.  Information från sekundärdata visar att de tre dominerande aktörerna aktivt arbetar med att erbjuda egna onlinetjänster samt köpa in sig i nya aktörers verksamhet. Den informationen tillsammans med resultaten från en egen prisundersökning visar att e-handeln inte nödvändigtvis bidrar till ett främjande av konkurrensen på dagligvarumarknaden. Däremot bidrar e-handeln till en ökad prismedvetenhet hos konsumenter vid jämförelse av aktörers/butikens prissättning. På så sätt kan konsumenter på ett smidigt sätt prisjämföra och avgöra vilken butik som är billigast.  Vidare visar prisundersökningen att egna märkesvaror (EMV) är billigare än de klassiska varumärkena, vilket ger konsumenterna ökat utbud till lägre priser. Trots att EMV visas vara det billigare alternativet, innebär detta ett främjande av en mer vertikalt integrerad marknad, som i sin tur skapar inträdeshinder för nya aktörer. På så sätt kan slutsatsen dras att EMV bidrar till en försämrad konkurrens på dagligvarumarknaden. / The Swedish grocery market is characterized by an oligopoly market with high market concentration. The market is dominated by three players who together make up 90% of the grocery market. This means that the grocery market has been criticized when prices have risen by more than 20% compared to the general price increase of 10%. Furthermore, it has been speculated that the competitive conditions of the grocery market have deteriorated over the years.  In recent years, new conditions have emerged in the grocery market in Sweden, where the development of e-commerce and the increased growth of own-brand products (EMV) are two new components of the market. Previous studies and price surveys have focused on evaluating competition in the market when examining the growth of e-commerce, but without specifically focusing on own-brand products and their influence on competition in the grocery market.  Information from the secondary data shows that the three dominant players are actively engaged in offering their own online services and buying into the activities of new players. This information together with the results from the price survey shows that e-commerce does not necessarily contribute to the promotion of competition in the grocery market. On the other hand, e-commerce contributes to increased price awareness among consumers when comparing the pricing of operators/shops. In this way, consumers can easily compare prices and determine which store is the cheapest.  Furthermore, the price survey shows that own-brand products (EMV) are cheaper than classic brands, giving consumers more choice at lower prices. Although EMV is shown to be the cheaper option, this implies the promotion of a more vertically integrated market, which in turn creates barriers to entry for new players. Thus, it can be concluded that EMV contributes to a deterioration of competition in the grocery market.

This diploma thesis elaborates on the customer behavior on the Czech grocery market. The emphasis is particularly put on the customers' reaction to the special offer flyers. This research paper describes the real special offer price campaigns of the retailer Globus and analyses the customer behavior that is caused by these special offer prices. Furthermore this thesis also develops the concept of better reaction to such a customer behavior. By applying this concept, better and more effective realization of special offer price campaigns could be generated.

Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: Retail sales promotions are one of the most fundamental and high profile concepts of retail marketing. Everyday consumers are bombarded with various forms of information regarding sales promotions. Manufacturers and retailers go to great expense, up to 75% of the United States' marketing expenditures are spent on promotions (Lewison, 1994), but very little is done to measure the effectiveness of these promotional activities (Walters, 1991). Price promotions form an integral part of the marketing strategies of both manufacturers and retailers, yet they are often neglected in terms of assessing their impact on the marketing strategies of individual products. Lewison (1994) supports this statement by saying, "the precise positioning of sales promotion in terms of marketing strategy is often vague". "The increase in sales promotion spending in consumer goods field is greater than that of advertising promotion. However, it is important to know that a substantial part of this money is being misspent, some of it through poor planning" (Shapiro 1977). This statement is dated and probably aimed at the American retail market in particular, but it evokes some relevant questions about the South African domestic market. Are our manufacturers and retailers misspending valuable promotional budget on poorly planned and illogical sales promotions? An article in Sales and Marketing Management (1979) made a good, and relevant, point that "sales promotion is an orphan child of marketing. Both sales promotion budgets and sales promotion objectives are virtually ignored by senior management". More than twenty years later one would expect that the effectiveness of promotions would be monitored more closely and the promotional budgets of both manufacturers and retailers would be subject to close scrutiny by marketing directors. This appears, however, not to be the case, and little study has been done, particularly in South Africa, on the profitability and marketing effectiveness of price promotions within the retail grocery market. The use of trade promotions has risen considerably during the late 20th century. Within companies intense competition and increasing sophistication in sales promotion techniques together with a greater pressure to increase sales has resulted in an increased frequency of promotions. .Market factors have also fostered an increase in promotions. These factors include a rise in the number of brands (especially generic brands) and a decrease in the efficiency of traditional advertising due to increasingly fragmented consumer markets and advertising 'clutter'. A review of the marketing literature on grocery retail price promotions appears to be indicating a move toward a new approach to retailing which sees more focus being given to cutting costs out of the system, usually through improvements to the supply chain. Retail giant Wal-Mart introduced a policy of Every Day Low Pricing (EDLP) and moved heavily toward certain supply chain methodologies like Quick Response and Efficient Consumer Response which focus on reducing inventories and increasing supply chain efficiencies. These policies shun the retail sales promotion in favour of more constant sales trends and supply of goods. It appears that this policy is working, and not just in America, but in Canada and Germany as well (Kalish, 2000). This paper will focus on the inefficiencies of the traditional South African retail price promotion, particularly prevalent in the grocery chains, versus the current American and European retail promotion techniques that focus less on temporary price reductions and more on eliminating costs out of the value chain. A current South African price promotion model is given and a price promotion model for the future is proposed. Without a more complete study it would be immature to think that this paper could be a definitive study of the reasons, cause, and effects of retail price promotions, rather it is intended as a stimulus for further research in this area. This mini-thesis looks at pricing policies in the South African grocery retail market relative to international trends. Particular detail is paid to the grocery value chain and the effects of retail price reduction promotions on the supply chains within the value chain. Inefficiencies in the current South African pricing system are highlighted from both a marketing and a supply chain management perspective. A future value chain is proposed and the migration to this new value chain discussed. International trends like EDLP are discussed with relevance to the South African grocery retail market. / AFRIKAANSE OPSOMMING: Kleinhandel reklame promosies is een van die mees fundamentele and hoë profiel begrippe van kleinhandel bemarking. Daaglikse verbruikers word gebombardeer met verskeie vorms van inligting betreffende reklame promosies. Vervaardigers en kleinhandelaars gaan groot kostes aan, tot 75% van die Verenigde State se bemarkingsuitgawes is gemik op promosies (Lewison, 1994), maar daar word baie min gedoen om die doeltreffendheid van hierdie promosionele aktiwiteite te meet (Walters, 1991). Prys promosies vorm 'n integrale deel van die bemarkingstrategie van beide vervaardigers en kleinhandelaars, nogtans word hulle dikwels afgeskeep in terme van die beraming van hulle impak op die bemarkingstrategieë van individuele produkte. Lewison (1994) steun hierdie bewering deur op te merk dat, "the precise positioning of sales promotion in terms of marketing strategy is often vague". "The increase in sales promotion spending in consumer goods field is greater than that of advertising promotion. However, it is important to know that a substantial part of this money is being misspent, some of it through poor planning" (Shapiro, 1977). Hierdie opmerking is verouderd en waarskynlik spesifiek gerig op die Amerikaanse kleinhandel mark, maar lok sekere relevante vrae uit in verband met die Suid Afrikaanse plaaslike mark. Is ons vervaardigers en kleinhandelaars besig om waardevolle promosie begrotings op ondeurdagte en onlogiese reklame promosies te verkwis? 'n Artikel in "Sales en Marketing Management" (1979) maak die goeie en relevante punt dat "sales promotion is an orphan child of marketing. Both sales promotion budgets and sales promotion objectives are virtually ignored by senior management". Meer as twintig jaar later sou mens verwag dat die effektiwiteit van promosies in detail gemonitor word en die promosie begrotings van beide vervaardigers en kleinhandelaars noukeurig bestudeer word deur bemarkingsdirekteure. Dit blyk nie die geval te wees nie en, veral in Suid Afrika, is daar min navorsing gedoen oor die winsgewendheid en bemarkings effektiwiteit van reklame promosies binne die kleinhandel kruideniersmark. Die gebruik van handelspromosies het merkbaar gestyg in the laat twintigste eeu. Binne ondernemings het intensiewe kompetisie en toenemend gesofistikeerde handelspromosietegnieke tesame met groter druk om reklame syfers te laat styg gelei tot 'n toename in die frekwensie van promosies. Hierdie faktore sluit in 'n styging in die aantal handelsmerke (veral generiese handelsmerke) en 'n afname in die doeltreffendheid van tradisionele advertering weens toenemend gefragmenteerde verbruikersmarkte en advertensie "romme!". 'n Hersiening van die bemarkingsliteratuur op kruideniershandel reklamepromosies blyk daarop te dui dat 'n verskuiwing plaasvind na 'n nuwe benadering waarin meer fokus daarop geplaas word om kostes in die sisteem te sny, gewoonlik deur middel van verbeteringe aan die verskaffingsketting. Kleinhandel reus Wal-Mart het 'n beleid van "Every Day Low Pricing (EDLP)" ingestel en sterk beweeg na sekere verskaffingsketting metodologie soos "Quick Response" en "Efficient Consumer Response" wat fokus op die verminderde inventarisse en verhoogde doeltreffendheid in die verskaffingsketting. Hierdie beleide vermy die kleinhandel reklame promosie ten gunste van meer konstante reklame tendense en verskaffing van goedere. Dit blyk dat hierdie beleid besig is om te werk, nie net in die Verenigde State nie, maar ook in Kanada en Duitsland (Kalish, 2000). Hierdie werkstuk sal fokus op die ondoeltreffendheid van die tradisionele Suid Afrikaanse reklame prys promosie, veral heersend in die kruidenierskettingwinkels, teenoor die huidige Amerikaanse en Europese reklame promosie tegnieke wat minder toegespits is op tydelike prys verlagings en meer op die eliminasie van koste in die waardeketting. 'n Huidige Suid Afrikaanse prys promosie model word daargestel en 'n prys promosie model vir die toekoms voorgestel. Sonder 'n meer deeglike studie sal dit naief wees om te dink dat hierdie werkstuk 'n beslissende studie kan wees vir die redes vir, oorsaak en gevolge van kleinhandel prys promosies. Die bedoeling is eerder dat dit dien as 'n stimulus vir verdere narvorsing op die gebied. Hierdie mini-thesis ondersoek die prys beleid in die Suid Afrikaanse kruidenierskleinhandelmark relatief tot internasionale tendense. Veral word daar aandag gegee aan die kruidenierswaardeketting en die invloed van kleinhandel prysvermindering promosies op die verskaffingskettings binne die waardeketting. Tekortkominge in die huidige Suid Afrikaanse sisteem van prysbepaling word uitgelig uit beide 'n bemarkings en verskaffingskettings bestuur oogpunt. 'n Toekomstige waardeketting word voorgestel en die migrasie na hierdie nuwe waardeketting bespreek. Internasionale tendense soos EDLP work bespreek met betrekking tot die Suid Afrikaanse kruideniers reklamemark.