Naslov
DECIDING ON INTRODUCING A NEW PRODUCT UNDER THE RETAIL BRAND

Autori
Pupavac, Drago

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty / Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2016, 206-216

ISBN
978-953-346-035-2

Skup
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty

Mjesto i datum
Zadar, Hrvatska, 23.11.2016. - 24.11.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
retail brand; manufacturer brand; product; price; costs

Sažetak
The main objective of this paper is to theoretically and practically explore the process of deciding on the introduction of new products under the retail brand. Two fundamental determinants of market positioning of branded products are price and quality. In practice it is common that products under the retail brand have lower prices and lower quality, which in case of fierce price competition between manufacturers and retailers requires dynamic price policy of branded products. As implementation of new products under the retail brand requires certain investments it is necessary to analyse the demand for these products, potential sales volume and potential production capacity, the cost that guarantees the highest volume of income and the highest profit, and only then, based on this collected data should a decision about introduction of new products under the retail brand or its sale exclusively under the manufacturer brand. This paper is dedicated to simulation models in terms of competition systems. Findings of this study should represent real-life situations, and provide a realistic way that leads to the optimal decision about introducing a product under the private label.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA