Estratégia de marcas próprias em supermercados: estudo de multi-casos

Abstract

This study aimed to analyze the marketing strategies used in private labels for differents retail supermarkets. Initially, through a literature review were discussed the concept of strategy and its various applications, enterprise strategy and marketing strategies, retail and its particularities and finally, the development of private labels and their strategies. Then, using the case study methodology, two supermarkets of different strategies were analyzed, seeking to understand how they try to sustain different strategies and benefits from theirs private labels. The information gathering was conducted through desk review of information contained in reports, presentations and news from the website of the companies studied. The history of each of the supermarkets studied was presented, because it was considered important to understand their current strategies. Finally, are presented the concluding remarks, noting that from analyzes how private labels can offer different possibilities, depending on which audience the company decides to act.