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.

Premium Private Labels (PPLs): from food products to concept stores / Martinelli, E.; De Canio, F.; Marchi, G.. - (2019), pp. 267-279. [10.1016/B978-0-08-102037-1.00018-9]

Premium Private Labels (PPLs): from food products to concept stores

Martinelli E.
;
De Canio F.;Marchi G.
2019

Abstract

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.
2019
9-nov-2018
CASE STUDIES IN FOOD RETAILING AND DISTRIBUTION
Byrom J., Medway D.
978-0-08-102037-1
Elsevier
STATI UNITI D'AMERICA
Premium Private Labels (PPLs): from food products to concept stores / Martinelli, E.; De Canio, F.; Marchi, G.. - (2019), pp. 267-279. [10.1016/B978-0-08-102037-1.00018-9]
Martinelli, E.; De Canio, F.; Marchi, G.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1169176
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