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What is Discount Retailer

Chapter 1
Improving Marketing Strategies for Private Label Products
A retailer that sells products at an acceptable quality and price by saving from their marketing expenses.
Published in Chapter:
The Evolution of Private Label Products in Turkey: What to Do Next?
Yusuf Arslan (Sakarya University, Turkey)
Copyright: © 2020 |Pages: 16
DOI: 10.4018/978-1-7998-0257-0.ch001
Abstract
The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.
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