Kraft Mayonnaise, Italy 1995 ‐ product tactics
Carlo Alberto Pratesi
(Professor of Retailing, Università degli Studi di Urbino, Italy)
907
Abstract
Describes the positioning of a major brand in a niche market in a relatively new retailing environment. Suggests that the use of trend examination, consumer behaviour and product benefits to develop heuristic devices and position the product in this market are essential, and that the analysis of the company and competition were of essence.
Keywords
Citation
Pratesi, C.A. (1996), "Kraft Mayonnaise, Italy 1995 ‐ product tactics", Management Decision, Vol. 34 No. 8, pp. 28-33. https://doi.org/10.1108/00251749610128095
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited