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Le determinanti alla base del successo della marca commerciale nel mercato italiano: indagine sulle trenta categorie pi? performanti

Author

Listed:
  • Guido Cristini
  • Fabrizio Laurini
  • Gaia Rossi

Abstract

Nel corso degli ultimi anni si ? assistito nel nostro Paese ad una rilevante crescita in quota della marca commerciale all?interno delle insegne leader della distribuzione moderna. Tuttavia, in uno scenario pur favorevole, la marca commerciale ha messo in evidenza una rilevante disomogeneit? dei risultati di crescita a livello di canale distributivo, di territorio e di singola categoria merceologica. In tale prospettiva, il presente paper intende approfondire il tema delle determinanti alla base dello sviluppo della quota di marca commerciale nel mercato del largo consumo, verificando tale fenomeno nei confronti delle trenta categorie merceologiche nelle quali nel corso dell?ultimo anno la crescita ? risultata in assoluto pi? consistente. Il lavoro, in particolare, si pone l?obiettivo di verificare in che misura la performance positiva della marca privata sia da ascriversi maggiormente ad una o a pi? leve di retail mix considerate (struttura dell?assortimento, intensit? promozionale, pricing di lungo termine). In tale quadro, l?analisi approfondisce il tema in oggetto a valle di un processo di segmentazione delle categorie fondato in funzione del grado di innovazione assortimentale perseguito dai distributori. Alla luce di tale clusterizzazione (categorie "innovative" da una parte, categorie "commodities" dall?altra) la ricerca mette in luce come le politiche di retail mix attivate dai distributori ai fini dello sviluppo della quota di mercato raggiunta differiscano in base al profilo (e al ruolo di marketing) ricoperto dai due cluster di offerta in questione.

Suggested Citation

  • Guido Cristini & Fabrizio Laurini & Gaia Rossi, 2014. "Le determinanti alla base del successo della marca commerciale nel mercato italiano: indagine sulle trenta categorie pi? performanti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 163-184.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003009
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    References listed on IDEAS

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