Estudo da cadeia de marcas próprias a partir de uma indústria de laticínios: análise da autopercepção do fabricante confrontada à visão dos distribuidores.

Abstract

Amongst brand types, none has a closer link to stores than private labels, which are usually produced by an outsourced supplier, but are conceived, controlled and distributed exclusively by the company that owns it, bearing or not its name on the packaging. Studies on private labels have emerged significantly in the first half of the 1990s and have maintained steady growth due to the increasing consumption of these products. However, according to a bibliometric research developed in this study, supported by Piato, Silva and Paula (2014) and Arenhardt, Batistella and Grohmann (2015), most of the studies on private labels focus on the consumer and distributor relationship, with the manufacturer being approached in a secondary way. Literature also recognizes that the origin of the product impacts its evaluation, mainly in relation to private labels. It is also added that this strategy generates greater proximity between distributors and manufacturers in the distribution channel than it does in manufacturer brands. Based on this scenario, the present study aims to verify the points of consonance and dissonance between the opinion and operation of a private label manufacturer and the distributors. Interviews were conducted with members of strategic and tactical level, observations in both the manufacturer and in the stores and documentary analyzes of the organizations, with the data collection and analysis developed according to the content analysis fundamentals proposed by Bardin (2011). Among the main results, both links believe that quality, a well structured launch strategy and efficient distribution are the essential requirements for the success of the private label, and believe that it strengthens the relationship between the two in the distribution channel when compared to a simple supply of manufacturer's brands. Most of the interviewees also believe that the perception of private labels in Brazil still lags behind the most developed markets in the world, but it is evolving and creates opportunities for those who decide to invest in this strategy. Among the main advantages of private labels, cost-benefit; increased sales volume; store image promotion; profitability and credibility were mentioned. Regarding the main dissonant results, some of the strategic managers of the distributors cite that the store operations should be shared, however, the observational analysis showed the opposite and supported the interviewees who mentioned that the operation is the responsibility of the brand owner. The opinion about the consumer's curiosity regarding the origin of the private label items was also a divergent point among the interviewees. The strategic manager of the manufacturer and tactical managers of the distributor believe that the consumer pays more attention to this information and looks at the product label in a more detailed way, which is supported by observational analysis; however, the other interviewees do not believe in this curiosity.