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Innovative Positioning as a Marketing Tool of Retailers on the Food Market

Author

Listed:
  • Grażyna Śmigielska

    (Cracow University of Economics, Poland)

  • Magdalena Stefańska

    (Poznań University of Economics and Business, Poland)

Abstract

Objective: The aim of the paper is to develop the theory of retail business positioning as a part of marketing innovation-based strategy. It is proposed that innovative retail formats and business models should be included in it. Research Design & Methods: The critical literature review on the existing dimensions of business positioning as well as the new, suggested dimensions is made. General trends in food retailers’ positioning in Poland and the positioning strategy development of Carrefour are analysed in the form of examples and a short case study. They are based on the secondary sources like academic papers, retail magazines and companies’ web sites. Findings: On the fragmented food markets retailers position themselves by introducing format innovations and stressing low price. Then they have to reposition themselves by attributes other than price. Big mass merchandisers are now segmenters. Implications & Recommendations: In Poland the tendencies for buying natural, Fair Trade, diabetics, organic or functional products, as well as the focus on the elderly segment are opportunities for retailers. Yet, trading up creates new opportunities for discounters. Contribution & Value Added: The paper contributes to the theory of retail positioning by linking elements of the marketing and the entrepreneurship approaches. It also develops knowledge about the Polish retail food market.

Suggested Citation

  • Grażyna Śmigielska & Magdalena Stefańska, 2017. "Innovative Positioning as a Marketing Tool of Retailers on the Food Market," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 77-90.
    • Handle: RePEc:krk:eberjl:v:5:y:2017:i:1:p:77-90
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    References listed on IDEAS

    as
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    2. Hanf, Jon Henrich & Pall, Zsombor, 2009. "Is retailing really unique? Insights into retail internationalization using business theories," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58025, European Association of Agricultural Economists.
    3. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    4. Sorescu, Alina & Frambach, Ruud T. & Singh, Jagdip & Rangaswamy, Arvind & Bridges, Cheryl, 2011. "Innovations in Retail Business Models," Journal of Retailing, Elsevier, vol. 87(S1), pages 3-16.
    5. David Walters & Dominic Laffy, 1996. "Managing Retail Productivity and Profitability," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-24621-2.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Ľubica Kubicová & Kristína Predanocyová & Zdenka Kádeková, 2019. "Factors Affecting the Demand for Milk and Dairy Products in the Slovak Republic," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 11(4), December.

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    More about this item

    Keywords

    retail marketing; positioning; marketing innovations; entrepreneurship; food market;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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