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Eigenmarkenpolitik als Instrument des Retail Branding: Dargestellt am deutschen Lebensmitteleinzelhandel

Eigenmarkenpolitik als Instrument des Retail Branding: Dargestellt am deutschen Lebensmitteleinzelhandel

          
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About the Book

Inhaltsangabe: Einleitung: Neben der Kommunikationspolitik wird insbesondere der Eigenmarkenpolitik eine Händlermarken bildende Wirkung zugeschrieben. Im Rahmen dieser Arbeit wird die Eigenmarkenpolitik bei fünf der erfolgreichsten deutschen Lebensmitteleinzelhändler untersucht. Ziel der Untersuchung ist es, herauszufinden, inwieweit die Eigenmarkenkonzepte von Aldi, Lidl, Kaufland, Edeka und Rewe geeignet sind, das Retail Branding, d.h. eine Profilierung gegenüber dem Kunden, zu unterstützen. Auf das Konzept der Eigenmarkenpolitik sowie die Voraussetzungen für ein erfolgreiches Retail Branding wird ausführlich und aktuell eingegangen. Kernstück dieser Arbeit ist die detaillierte Auswertung und Interpretation einer umfassenden Kundenbefragung zur Wahrnehmung der absatzpolitischen Umsetzung der Eigenmarkenpolitik. Diese wird jeweils mit der zuvor am POS beobachteten Soll-Positionierung verglichen. Durch diese Vorgehensweise werden die Stärken und Schwächen der einzelnen LEH´ler sichtbar. Die Studie beinhaltet ebenso detaillierte Angaben zu Preis-, Sortiments- und Kommunikationspolitik der untersuchten Händler. So werden u.a. die Sortimentsschwerpunkte der einzelnen Eigenmarkenranges analysiert und die Frage der Preisführerschaft anhand von Warenkorbvergleichen beleuchtet. Auf Basis der aktuellen wissenschaftlichen Handelsliteratur sowie der Ergebnisse des umfassenden empirischen Teils der Arbeit werden letztendlich praktisch verwertbare Erkenntnisse zur Profilierung mittels der Eigenmarken verständlich hergeleitet. Diese Diplomarbeit ist aufgrund ihres sehr aktuellen Themas somit von Nutzen für eine Reihe von Interessengruppen. Für die untersuchten Unternehmen beinhaltet sie viele wichtige Informationen über die Wahrnehmung ihrer Eigenmarkenpolitik auf der Kundenseite. Selbstständigen Händlern kann sie als Entscheidungshilfe für die Aufnahme von Eigenmarken zum Zwecke der Profilierung dienen. Herstellern und Lieferanten kann sie zusätzliche Ansatzpunkte bezüglic


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Product Details
  • ISBN-13: 9783838640624
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 3838640624
  • Publisher Date: 27 Jan 2005
  • Height: 210 mm
  • No of Pages: 138
  • Series Title: German
  • Sub Title: Dargestellt am deutschen Lebensmitteleinzelhandel
  • Width: 148 mm


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Eigenmarkenpolitik als Instrument des Retail Branding: Dargestellt am deutschen Lebensmitteleinzelhandel
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