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

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

Code: CAN-CS0015SF | Published: Apr-2016 | Pages: 18 | Canadean
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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 brands products and contributes to its outstanding popularity.

Synopsis
"Success Case Study: Krakowski Kredens" is part of Canadean Consumers 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 brands 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 brands heritage
4.3 Patriotic attitudes support the revival of Polish brands
4.4 Retro versus modern: consumer attitudes worldwide
4.5 Innovation trends: Canadeans TrendSights framework
5 Appendix
5.1 Methodology and references
5.2 About Canadean
5.3 Ask the Analyst

List of Figures


Figure 1: About this research
Figure 2: Premium private label for nostalgic quality-seekers
Figure 3: A brand built around tradition- and history-inspired quality, transcending its private label origins
Figure 4: The brand achieved exceptional growth, leading to the establishment of its branded store chain
Figure 5: Krakowski Kredens strong premium positioning reflects private label evolution in Poland
Figure 6: Retrophilia can help create an emotional connection between Krakowski Kredens and consumers
Figure 7: Certain claims make the Polish audience appreciate "clean label" products
Figure 8: Minimally processed meats offer a foundation for perceived quality
Figure 9: Developing a strategy to reach various consumer groups
Figure 10: "Aspirational value" helps entice savvy consumers
Figure 11: Retro packaging proudly brings out brands heritage
Figure 12: Patriotic attitudes support the revival of Polish brands
Figure 13: Retro versus modern: consumer attitudes worldwide
Figure 14: Innovation trends: Canadeans TrendSights framework
Figure 15: Ask the Analyst
[Krakowski Kredens,Beyoglu Gazozu
Doritos,Komifilo]

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