ANÁLISE DO DESENVOLVIMENTO DE MARCAS PRÓPRIAS SOB A PERSPECTIVA DO FORNECEDOR: UM ESTUDO DE CASO NO SETOR DE ALIMENTOS

Abstract

Private Labels are a worldwide phenomenon and their market share is increasing both in other countries and in Brazil. In other regions, such as European countries, Private Labels shares in retail reach close to 50%. In Brazil, his participation is much more timid despite continuing growing. Much has been discussed in the literature on this phenomenon, especially in the mid-1990s and early 2000s. However, few academics papers deal with the private label supplier. This paper analyzes the positives and negatives from the point of view of the Private Label supplier. A case study was carried out in a Private Label supplier in order to demonstrate in practice these positive and negative points from the perspective of the supplier. A qualitative research (interview with founding member) was carried out to better understand these points. Finally, a quantitative research in the market of Goiânia with 140 people was made in order to address a current dilemma experienced by this company studied: does the supply of private labels have more helped or hurt the company? Do the actions taken by the company to minimize the negative impacts have had an effect? Data from this research were analyzed using the SPSS program and the results demonstrate that the company has been successful in the actions taken in order to minimize the negative impacts of the Private Label supply and, therefore, should continue with the strategies and actions implemented until the Present moment