Food made in Poland, shoes made in Italy
Posted May 18th, 2010 in Business news by Ela Pawełek-LuberaPoles prefer Polish and local brands when it comes to groceries and foreign brands when it comes to clothing and shoes.
A survey by TNS OBOP shows that Poles are fond of Polish food, especially fruit juices, water, milk, yoghurts and chocolate bars. On the other hand they do not appreciate Polish clothes and shoes and prefer to buy foreign brands. Consequently, foreign investors frequently build new brands in Poland to suit customers’ preferences.
“Coca-Cola Company tried to conquer Polish water market by releasing international brand Bonaqua but it failed. Only after rebranding its product Kropla Beskidu [A drop from the Beskid Mountains], suggesting that the water comes from a local mineral spring, the company succeeded,” says Tadeusz Pokrywka from the Polish Chamber of Commerce.
For many Poles Polish origin is certainly a value. To sell a grocery product companies usually stress that it is a 100-percent natural and comes from eco-regions such as Masuria, the Tatry Mountains or the Baltic Sea coast.
“I cannot imagine that German milk, for example, could become popular in Poland. Similarly, I cannot imagine that Polish cars or electronics would sell well abroad,” says Jakub Potrzebowski from ZenithOptimedia Group Polska.
Source: www.thenews.pl
