netto case study
... Identify the key elements of the marketing strategy pursued by Netto since its entry to the UK. ... Netto positions itself as a limited range discounter providing mainly fast moving consumer goods such as groceries, meet, fish, cans vegetables, ready prepared dishes and other. ... Netto targets mainly price sensitive customers for the daily grocery shopping that includes usually C1and C2 socio-economic classes (skilled manual workers, administrative, professional, supervisory and clerical). Netto operates 118 stores in the UK. ... Netto・s stores are in average 8000-10000sq located across the UK. ... Netto has a distribution centre capable of serving 150 stores its storage area is 225 000sq. ... The companies that do the delivery and distribution have to have visible logo of Netto on tracks. ... Netto・s product range consists mainly of non branded products, own brands and no name, which are approximately 15-20% cheaper comparing to the well known brands. ... Netto・s pricing strategy is to provide lowest prices so the company is the price leader for the range of products it sales. Netto assortment covers mainly grocery therefore the range position itself rather at maturity stage on the product life cycle. ... Consumers expect from Netto the lowest prices of everyday need grocery product, The company understands that and give them the best prices and high quality.