Анализ на предлагането на брандове бутилирана вода в България
Автори:
Пенка
Горанова
Великотърновски университет „Св. св. Кирил и Методий“, България
Стелиана
Василева
Стопанска академия „Д. А. Ценов“, гр. Свищов, България
Страници:
80-
92
Резюме:
The study argues that the high degree of differentiation between the brands of bottled water expands consumers’ choice and leads to promotion of the competition in the category. The conclusions and findings of the conducted analysis of the bottled water category in Bulgaria can be used as a starting point in the management of the communication policy of the bottling companies, for specifying the allocation of the brands, offered by the companies (according to consumers’ preferences by retail chain) and for the optimization of stocks.
Ключови думи:
(product) category, bottled water, brand, market share, retail chains.
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