The chapter describes a specific organizational case study of PPL extension from food products to concept stores, analyzing, with a qualitative approach, the PPL strategies of the Italian-based retailer: Conad Scrl, with particular reference to the launch and development of its PPL flagship stores, which are branded Sapori & Dintorni. The case study analysis was performed by examining company reports and documents and conducting semi-structured interviews (in April 2017) with Conad’s Brand Manager and other important key informants involved in the PPL concept store planning, design, launch and management – namely the Conad’s Store Marketing Manager and the Store Proximity Development and Innovation Manager - in order to understand goals and objectives, with particular reference to the role of PPL food products.The chapter proceeds as follows. First, Conad’s company profile is briefly presented, followed by a discussion of the company’s PPL strategies and the specific case of a Sapori & Dintorni ice-cream concept store called ‘Cremerie Sapori & Dintorni’ . The chapter then moves to examine the organizational implications deriving from the case-study, as well as the possible implications for consumers.
|Data di pubblicazione:||2019|
|Titolo:||Premium Private Labels (PPLs): from food products to concept stores|
|Autore/i:||Martinelli, E.; De Canio, F.; Marchi, G.|
|Digital Object Identifier (DOI):||10.1016/B978-0-08-102037-1.00018-9|
|Serie:||WOODHEAD PUBLISHING SERIES IN FOOD SCIENCE, TECHNOLOGY AND NUTRITION|
|Titolo del libro:||CASE STUDIES IN FOOD RETAILING AND DISTRIBUTION|
|A cura di:||Byrom J., Medway D.|
|Nazione editore:||STATI UNITI D'AMERICA|
|Citazione:||Premium Private Labels (PPLs): from food products to concept stores / Martinelli, E.; De Canio, F.; Marchi, G.. - (2019), pp. 267-279.|
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