Estratégia de produção de marcas próprias sob a ótica dos fabricantes: um estudo exploratório nos laticínios paranaenses

Abstract

The objective of this study was to analyze the adoption of the strategy of own brands or store brands - in the dairy industry in Paraná, Brazil. Despite the fact that this strategy has been increasingly adopted by this sector, we have found out that there is a lack of studies addressing this issue from the manufacturer s perspective. The choice of the region was based on the observation of significantly increased production and processing of milk in the state of Paraná. To fulfill the objectives proposed in this study, we have chosen an exploratorydescriptive research. The methodology was based on a field research, through interviews with eight dairy companies that produced own brands. . Idleness is a feature present in all of the respondents with the exception of one of them, ranging from 20% to 50%. All respondents mentioned that the partnership was very important to fill their idle capacity, and that this aspect had been fundamental in their decision of producing own brands. Own brand represents up to 30% of the companies production, but when asked about a possible increase in this share, only one of them was ready to join new partnerships without higher level of preconditions. The remaining respondents have demonstrated restrictions especially in relation to the size of the partner. In fact, 50% had complaints against larger retail companies, although in general these partnerships were seen as positive and interesting, especially to reduce idleness as a mean to dilute fixed costs. Economy of scale, rather than economy of scope, is perceived as the major incentive for the adoption of this strategy. While some manufacturers benefit from the specialization and training required for the innovation and incorporation of technologies and products associated to the production of own brands, others adopt the strategy exclusively to reduce idle capacity. Only afterwards, they find out that larger efforts are needed to meet the strategy, and generate additional income and profitability.