{"id":1593,"date":"2017-05-02T10:27:00","date_gmt":"2017-05-02T10:27:00","guid":{"rendered":"http:\/\/gersdorff-research.dk\/?p=1593"},"modified":"2020-12-27T10:28:07","modified_gmt":"2020-12-27T10:28:07","slug":"krigen-raser-paa-discountmarkedet-i-danmark","status":"publish","type":"post","link":"http:\/\/gersdorff-research.dk\/index.php\/2017\/05\/02\/krigen-raser-paa-discountmarkedet-i-danmark\/","title":{"rendered":"Krigen raser p\u00e5 discountmarkedet i Danmark"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Den opslidende discountkrig i Danmark kr\u00e6ver nu sit offer. Discountk\u00e6den Kiwi lukker og slukker, som det svageste brand, mens Rema 1000 og Netto st\u00e5r brandingm\u00e6ssigt st\u00e6rkest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I fredags meldte moderselskabet Dagrofa ud, at de nu lukker discountk\u00e6den Kiwi i Danmark. If\u00f8lge Per Thau, administrerende direkt\u00f8r i Dagrofa, tror ledelsen ikke l\u00e6ngere p\u00e5, at de kan tjene penge p\u00e5 Kiwi i en overskuelig fremtid. Den udl\u00f8sende faktor til den danske lukning forklarer Per Thau med, at discountmarkedet er rigtig h\u00e5rdt med seks akt\u00f8rer samtidig med, at der ikke er den store v\u00e6kst p\u00e5 discountmarkedet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Udover et godt k\u00f8bmandskab er det ekstremt vigtigt, at en discountk\u00e6de har opbygget et st\u00e6rkt brand og har en klar profil i markedet, is\u00e6r n\u00e5r kampen om kunderne er s\u00e5 h\u00e5rd, som den er p\u00e5 det danske discountmarked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If\u00f8lge SponsorOptimizer 2017, der bygger p\u00e5 en \u00e5rlig omfattende og repr\u00e6sentativ unders\u00f8gelse blandt den danske befolkning (15+ \u00e5r), opn\u00e5r Kiwi den laveste Brand Performance Score af de seks spillere p\u00e5 discountmarkedet. Med andre ord s\u00e5 har Kiwi ikke form\u00e5et at opbygge et tilstr\u00e6kkeligt kendskab i befolkningen samtidig med at blive opfattet som v\u00e6rende interessant blandt de forbrugere, der kender Kiwi \u201dminimum lidt\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" src=\"https:\/\/media-exp1.licdn.com\/dms\/image\/C4E12AQEc8VMEQyzW2A\/article-inline_image-shrink_1000_1488\/0\/1520508086812?e=1614816000&amp;v=beta&amp;t=LFtMP3RMfyUXI6M224ZOfVM_BkUCDfpN27b-oOkEesg\" alt=\"Der er ingen alternativ tekst for dette billede\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For at forbrugerne kan danne sig en mening om et brand, kr\u00e6ver det et kendskab til det p\u00e5g\u00e6ldende brand. \u201dUds\u00e6ttes\u201d forbrugeren s\u00e5ledes for et brand, p\u00e5virkes holdningen til brandet i retning af, om han eller hun synes, brandet er interessant eller uinteressant. Tilstedev\u00e6relse i forbrugernes bevidsthed er ikke et m\u00e5l i sig selv, men et middel til at n\u00e5 m\u00e5ls\u00e6tningen om, hvordan forbrugerne opfatter brandet, og jo h\u00f8jere tilstedev\u00e6relse og tiltr\u00e6kningskraft, desto bedre performer brandet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ved at anvende kvalificeret kendskab og interessegraden i forhold til gennemsnittet for discountk\u00e6derne, kan vi skitsere en enkel oversigt over tilstedev\u00e6relsen i forhold til tiltr\u00e6kningskraften for den enkelte discountk\u00e6de. I figuren nedenfor er discountk\u00e6der i h\u00f8jre side mere kendte end discountk\u00e6der i venstre side. Discountk\u00e6der \u00f8verst i figuren er mere interessante end discountk\u00e6der nederst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" src=\"https:\/\/media-exp1.licdn.com\/dms\/image\/C5612AQF1PDlDFLZBvw\/article-inline_image-shrink_1500_2232\/0\/1520218172842?e=1614816000&amp;v=beta&amp;t=vUg7390xbG08c9qmSdXilyPAvKicS4dJN4efKbwKnRg\" alt=\"Der er ingen alternativ tekst for dette billede\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Udover udfordringerne med en markant lavere tilstedev\u00e6relse i forbrugernes bevidsthed samt lavere tiltr\u00e6kningskraft, s\u00e5 forbinder forbrugerne ogs\u00e5 Kiwi i langt lavere grad med brandv\u00e6rdier som seri\u00f8s, innovativ, handlekraft, inspirerende, engageret, rummelig, p\u00e5lidelig, sympatisk, n\u00e6rv\u00e6rende, familieorienteret, tryghed, popul\u00e6r, trov\u00e6rdig og ansvarlig sammenlignet med de \u00f8vrige discountk\u00e6der i Danmark.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rent brandingm\u00e6ssigt har Kiwi st\u00e5et svagest i forbrugernes bevidsthed, hvilket naturligvis er en kraftig medvirkende \u00e5rsag til, at de danske forbrugere har foretrukket at handle deres dagligvare hos konkurrenten p\u00e5 n\u00e6ste gadehj\u00f8rne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">St\u00e5r du og mangler indsigt i forbrugernes opfattelse af dit brand, uanset om det er en virksomhed, m\u00e6rkevareprodukt, sportsklub\/-event, kulturorganisation\/-event eller en social organisation? Og \u00f8nsker du at minimere risikoen for at havne i samme sk\u00e6bnesvanger situation som Kiwi?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gersdorff Research hj\u00e6lper dig gerne med at tilvejebringe denne v\u00e6rdifulde indsigt samt perspektivere den i forhold til dine konkurrenter p\u00e5 markedet, s\u00e5 du st\u00e5r bedre rustet til kampen om kunderne, fansene, g\u00e6sterne, deltagerne eller bidragsyderne.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Den opslidende discountkrig i Danmark kr\u00e6ver nu sit offer. Discountk\u00e6den Kiwi lukker og slukker, som det svageste brand, mens Rema 1000 og Netto st\u00e5r brandingm\u00e6ssigt st\u00e6rkest. I fredags meldte moderselskabet Dagrofa ud, at de nu lukker discountk\u00e6den Kiwi i Danmark. If\u00f8lge Per Thau, administrerende direkt\u00f8r i Dagrofa, tror ledelsen ikke l\u00e6ngere p\u00e5, at de kan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1594,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diverse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Krigen raser p\u00e5 discountmarkedet i Danmark - Marketing og sponsor analyser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/gersdorff-research.dk\/index.php\/2017\/05\/02\/krigen-raser-paa-discountmarkedet-i-danmark\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Krigen raser p\u00e5 discountmarkedet i Danmark - Marketing og sponsor analyser\" \/>\n<meta property=\"og:description\" content=\"Den opslidende discountkrig i Danmark kr\u00e6ver nu sit offer. 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Discountk\u00e6den Kiwi lukker og slukker, som det svageste brand, mens Rema 1000 og Netto st\u00e5r brandingm\u00e6ssigt st\u00e6rkest. I fredags meldte moderselskabet Dagrofa ud, at de nu lukker discountk\u00e6den Kiwi i Danmark. If\u00f8lge Per Thau, administrerende direkt\u00f8r i Dagrofa, tror ledelsen ikke l\u00e6ngere p\u00e5, at de kan&hellip;","_links":{"self":[{"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/posts\/1593","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/comments?post=1593"}],"version-history":[{"count":1,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/posts\/1593\/revisions"}],"predecessor-version":[{"id":1595,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/posts\/1593\/revisions\/1595"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/media\/1594"}],"wp:attachment":[{"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/media?parent=1593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/categories?post=1593"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/gersdorff-research.dk\/index.php\/wp-json\/wp\/v2\/tags?post=1593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}