haku: @journal_id 1751 / yhteensä: 68
viite: 4 / 68
| Tekijä: | Land, C. |
| Otsikko: | Products for Any Occasion and Any Lifestyle: Private label development at Asda |
| Lehti: | European Retail Digest
2002 : SEP, 35, p. 22-23 |
| Asiasana: | PRODUCTS LIFE STYLE DEVELOPMENT RETAILING |
| Kieli: | eng |
| Tiivistelmä: | A confident, brightly-colored puffin puts a comforting arm around the slumped shoulders of a threadbare, skinny penguin whose demeanour suggests profound disappointment and humiliation. This unlikely ornithological scene, played out on the steps of London's Royal Courts of Justice in 1997, marked the end of a confrontation between Asda and one of its suppliers over a chocolate biscuit. Asda had been selling a product that symbolized the industry's approach to own label five years ago - a chocolate-coated biscuit offered as a better- value alternative to the branded product, Penguin. McVities, however, believed Asda's Puffin could cause customers to buy it when they actually meant to buy their Penguin and so the manufacturer pursued a passing-off case. |
SCIMA