隨著經濟體制的改革開放，廠商品牌經營的範疇也隨之擴大至國際市場。同時隨著競爭優勢的典範轉移，進入模式所考量的內部因素-品牌權益的運用，也變得日形重要。因此「如何利用品牌權益有效率的切入市場」的議題也隨之受到重視。目前學術界在進入模式及品牌策略層面都已累積了為數不少的深入研究。然針對此議題的研究卻十分的缺少，因此本研究將針對此理論缺口，利用質化研究的方式，以台灣食品廠商做為訪談對像，進行深入探討。 首先為能明確化品牌權益與切入市場效率之間的關係，本研究在文獻探討的部份，深入分析品牌權益與交換問題的關係。同時再以邱志聖(2006)行銷四c為分析架構，系統性的說明品牌權益如何對交換成本產生影響。而個案分析方式便也採用同樣的架構，去深入探討五家具代表性的食品廠商，其品牌進入策略解決交換問題的能力。 再利用個案分析的結果，歸納出現有廠商進入新市場所採取的品牌進入策略類型為「自創品牌進入策略」、「共創品牌進入策略」及「信任建立式品牌進入策略」。並詳細說明各品牌進入策略的特性及成因，並據此提出相關命題。最後本研究再以行銷交換成本為構面，針對不同的品牌進入策略提出建議的解決模式。 / With liberalized economic system the scope of corporate brands has also been expanded to international markets. Simultaneously, the paradigm shift in competitive advantage makes exertion of brand equity more critical, which is an internal factor considered by entry mode. Thus, the issue concerning “how to enter markets efficiently by brand equity” is highly stressed. Currently, many in-depth researches of entry mode and brand strategy dimensions have been conducted in academic field, yet rather few have been made on this issue. To fill the theoretical gap, the research uses qualitative methodology by interviewing food companies in Taiwan for through discussion. First, in order to distinguish the relationship between brand equity and efficiency of market entry, the research analyzes relationship between brand equity and exchange problems in literature review, while systematically explain how brand equity affects exchange costs via Chiou’s (2006) marketing 4C analytical framework. Identical framework is adopted in case studies to discuss problem solving abilities and brand entry strategy of five representative food companies. Then according to results of case studies, the research summarizes brand entry strategy types adopted by current companies when entering new markets, categorizing as “private label entry strategy”, “ co-brand entry strategy” and “trust-establishing brand entry strategy”, and elaborating on characteristics and causes of each brand’s entry strategy to come up with hypothesis. Finally, the research uses marketing exchange cost as dimension, providing suggested solution models of entry strategies for different brands. Key words: Brand Entry Strategy, Brand Equity, Private Label, Co-brand, Food Company.

As consumers walk through the grocery store they encounter a vast range of products. In this setting information printed on food packages play a role in consumer decision making. One way of influencing consumer behaviour is by using package panels where detailed communication claims can be placed. This study investigates the effect of package communication claims on propensity to switch brand through quantitative research design. Variations among consumer of private label brands versus consumers of name brands are also investigated. Results show that package communication claims have an effect on consumer propensity to switch brand, however there are differences depending on type of claims. Environmental packaging claims have a negative effect on propensity to switch while nutritional claims do not have a significant effect. Production process claims and product origin claims both have a positive effect on consumer propensity to switch and is thus more favourable for brands to use. Furthermore, package communication claims have a larger positive effect on propensity to switch among consumers of private label brands than among consumers of name brands. Since there is a lack of research in the area of package communication this thesis contribute by proving that packages have an effect on consumer behaviour and argues for further research in this area.

The United States cheese consumption has grown considerably over the years. Using Nielsen Homescan panel data for calendar years 2005 and 2006, this dissertation examines the effect of economic and socio-demographic factors on the demand for disaggregated cheese varieties and on the cheese industry in general. In the first essay, we estimated the censored demand for 14 cheese varieties and identified the respective own-price and cross-price elasticities. Also, non-price factors were determined affecting the purchase of each variety as well as the impact of generic dairy advertising. Results revealed that most of the natural cheese varieties have an elastic demand while the processed cheese products exhibited inelastic demands. Strong substitution and complementarity relationships were identified as well, and a two quarter carry-over effect of advertising was observed for most of cheese demands. Results also showed that household demographics affected the demands differently, depending on the nature of the cheese varieties. The second essay examined the impact of retail promotion on the decision to purchase private label processed cheese products using a probit model. A strong negative relationship was found between national brand manufacturer couponing activity and the private label purchase decision. Therefore, national brand couponing appears to be an effective strategy for manufacturers to deter private label growth. This analysis also shows that the decision of purchasing a private label cheese product is influenced by socio-demographic characteristics of the household, namely household income and size, age and education level of the household head, race, ethnicity, and location. In the third study, the feasibility of fortifying processed cheese with omega-3 is investigated. This ex-ante analysis took into account the market conditions and evaluates the increase in the demand for processed cheese needed to offset the costs of fortification in order to maintain the profitability of manufacturers like Kraft. Initially, the censored demand for processed cheese products is estimated using panel data; subsequently, the profitability of manufacturing such product is determined.This analysis shows that, within reasonable market conditions and reasonable marginal costs, the fortification of processed cheese products with omega-3 fatty acids indeed is feasible from a profitability standpoint to manufacturers.

This study is an in-depth investigation of the factors that affect store brand purchases. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the effects of three latent variables: customer satisfaction and loyalty with the store; which is expressed through word-of-mouth; and trust in store brands. An additional aim is to explore variations in the level of store brand adoption and the inter-relationships between the selected constructs. Data was collected through a telephone survey of those responsible for household grocery shopping, and who shop at the nine leading grocery retailers in Greece. A total of 904 respondents completed the questionnaire based upon a quota of 100 respondents for each of the nine retailers. Data were analyzed through chi-square, analysis of variance and partial least square. The proposed model was tested by partial least square path modeling, which related the latent variables to the dependent manifest variable: store brand purchases. The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust in store brands. The consumer decision-making process for store brands is complex and establishing customer satisfaction and loyalty with the store does not appear to influence store brand purchases or the level of trust in the retailer’s store brands in the specific context under study. Consequently the most appropriate way to influence store brand purchases in the Greek market is through increasing in the level of trust in the retailer’s store brands. It is suggested that retailers should therefore invest in trust building strategies for their own store brands and try to capitalize on their brand equity by using a family brand policy. Theoretical and managerial implications of the findings are discussed and opportunities for further research are suggested.

Inledning: En distributionskedja fungerar genom att förädla en råvara till färdig produkt genom råvaruleverantörer, producenter, leverantörer, återförsäljare och konsumenter. I den klassiska distributionskedjan är det i regel leverantörerna som hanterar den slutgiltliga förpackningen och står för det varumärke konsumenten ser i butik. Denna marknad har under senare tid upplevt en stor förändring i form av återförsäljarnas egna märkesvaror (EMV). Dessa varor är tillverkade för att vara så lika marknadsledaren som möjligt och står ofta dessutom direkt bredvid dem i butikshyllan. I regel kostar de lite mindre men upplevs ha liknande värde och kvalitet. Marknadsandelarna för dessa egna märkesvaror har de senaste åren ökat stort och förväntas öka ännu mer. Återförsäljarna tillverkar inte dessa egna märkesvaror själva - de produceras av leverantörerna. Då denna marknad är mättad förlorar leverantörerna marknadsandelar då dessa produkter tar plats på marknaden. Denna studie vill gå till botten med hur leverantörerna hanterar denna trend för att fortsätta vara lönsamma och vara en del av distributionskedjan. Syfte: Studien syftar till att utforska leverantörers möjligheter, risker och strategiska beslut i hänseende till en organisations plats och styrka i distributionskedjan. Metod: Detta är en kvalitativ studie som utgår från leverantörens perspektiv. Empirin har samlats in genom semistrukturerade intervjuer med nyckelpersoner hos leverantörsorganisationer som är engagerade i EMV-produktion. Slutsats: EMV erbjuder leverantörerna många möjligheter till tillväxt och utökad konkurrensstyrka, men till en sämre marginal och kostnadsstruktur vilket kan ha förödande konsekvenser. EMV utmanar den klassiska synen på distributionskedjan och konkurrensstrategier. / Introduction: A classic distribution chain consists of a raw material supplier, manufacturer, wholesaler, retailer and consumer. In this chain it's usually the manufacturers that delivers the branded product which ends up in the store shelf. This market has in recent times had a great change in the form of the retailers own brands (PL). These products are made to be similar to the market leader, and they are often placed right next to them on the store shelf. As a rule they have a slightly lower price but the similar quality. These products have risen in popularity and they are expected to rise even more. The retailers however do not manufacture their own products - that is the manufacturer's job. Considering the market is completely mature, this implicates that whenever a new product enters, it does this on the cost of someone else. This study wants to examine how the manufacturers work to keep their place in the distribution chain. Purpose: The purpose of this study is to explore the manufacturer's opportunities, risks and strategic possibilities regarding their place in the distribution chain. Methodology: This is a qualitative study from the suppliers perspective. The data is collected through semi-structured interviews with key personalities from within the organizations who are engaged with private label production. Conclusions: EMV offer the manufacturers many possibilities for growth and strength, but at the cost of lower margins. PL challenges the classic view of the distribution chain and strategies of competition.

The Diploma thesis ,Selected aspects of the retail supplier-purchaser relations' defines British grocery retailing. It presents government bodies which regulate retail industry and important independent not-for-profit organizations which have a strong influence on the market situation. It introduces the reader into legislation which regulates supplier-purchaser relations, particularly the Supermarket Code of Practice and its revised version the Groceries Supply Code of Practice. The analytical part examines the British market at the macroeconomical level, outlines the grocery retailing structure, describes the supply chain, customer behaviour, points out certain pricing and product policy trends and presents subjects which are bonded by the provisions set out in the Groceries Supply Code of Practice. The findings on local market competition and barriers which prevent the entry by a competitor are of a high significance as well. Despite the introduction of legal regulation the supplier-purchaser relations remain unequal and unfair. The thesis proposes a forecast of possible future grocery market development in the United Kingdom.