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Success Case Study: Krakowski Kredens; Premium private label for nostalgic quality-seekers

Published: Apr 30, 2016 | Pages: 18 | Publisher: Canadean | Industry: Food & Beverages | Report Format: Electronic (PDF)

Summary
The belief that private label products can stand out in their own right, without necessarily using a lower price tag as the main selling point, is becoming increasingly common.  Such a positive perception supports the presence of premium private labels that use high-quality, upscale packaging designs, and indulgent, complex flavors to entice shoppers. This can be seen in Poland, where consumers pay significant attention not only to price, but also to the nutritional and status-boosting benefits of brands they purchase.

Key Findings
- Established in 2007, Krakowski Kredens is an exclusive private label  developed for the upmarket Alma supermarket chain. Its swift success resulted in the opening of 47 independent brand stores across Poland, with a plan to soon raise this to 100 and expand the chain abroad.

-The combination of a "patriotic" and upscale image with a clean-label aspect strongly differentiates the brand's products and contributes to its outstanding  popularity.

Synopsis
"Success Case Study: Krakowski Kredens" is part of Canadean Consumer's Successes and Failures research and explores one of the most successful Polish private label brands.

-WHAT? Understand the background of Krakowski Kredens in Poland, and how the brand was established.

-WHY? Discover how products' image and claims tapped into key demands of Polish consumers.

-TAKE-OUT: Learn powerful lessons from the success that can have a tangible impact on your own brand's success.

Reasons To Buy
-Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

-Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

-Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

-Access valuable strategic take-outs to help direct future decision-making and inform new product development.
 Table of Contents
1 Introduction 1.1 About this Research 2 Success: Krakowski Kredens 2.1 Premium private label for nostalgic quality-seekers 3 What? 3.1 A brand built around tradition- and history-inspired quality, transcending its private label origins 3.2 The brand achieved exceptional growth, leading to the establishment of its branded store chain 3.3 Krakowski Kredens' strong premium positioning reflects private label evolution in Poland 3.4 Retrophilia can help create an emotional connection between Krakowski Kredens and consumers 3.5 Certain claims make the Polish audience appreciate "clean label" products 3.6 Minimally processed meats offer a foundation for perceived quality 3.7 Developing a strategy to reach various consumer groups 4 Take-out 4.1 Aspirational value helps entice savvy consumers 4.2 Retro packaging proudly brings out brand's heritage 4.3 Patriotic attitudes support the revival of Polish brands 4.4 Retro versus modern: consumer attitudes worldwide 4.5 Innovation trends: Canadean's TrendSights framework 5 Appendix 5.1 Methodology and references 5.2 About Canadean 5.3 Ask the Analyst

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