UDK / UDC: 621.798
JEL klasifikacija / JEL classification: M31
Prethodno priopcenje / Preliminary communication
Primljeno / Received: 16. svibnja 2017. / May 16, 2017
Prihvaceno za tisak / Accepted for publishing: 21. lipnja 2017. / June 21, 2017
Abstract
Retail Ready Packaging (RRP) has become a very common on today's retail shelves of fast moving consumer goods sector as a form of packaging that encompasses best characteristics of both secondary and primary packaging. Although greatest benefits enjoy retailers through more efficient in-store operations, manufacturers also seek for better RRP optimization. Therefore, retail (shelf) ready packaging requires great attention in all aspects of its creative and functional designing and implementation, which entails considerable costs, mostly for manufacturers. While significant attention was given in the literature to RRP benefits for retailers, this paper consider RRP from manufacturers ' point of view. The survey study among food manufacturers in Croatia was conducted in order to find out how demanding and comprehensive the RRP introduction was and what are the key benefits that can be recognized and utilized as marketing opportunities for manufacturers. Results suggest improvements in impulsive buying of a product and faster shelf replenishment as most valuable factor of RRP for food manufacturers. Additionally, RRP serves as a tool for manufacturer-retailer cooperation improvement. Finally, manufacturers usually implement RRP in up to 6 months' time frame, almost exclusively in cooperation with other supply chain members. Therefore manufacturers should utilize mentioned marketing functions of RRP in order to most effectively turn the inevitable RRP cost into increased retail sales of their products.
Keywords: retail ready packaging, food manufacturers, shelf space, in-store marketing
Sažetak
Ambalaža spremna za maloprodaju (RRP) danas se redovito pojavljuje na policama u maloprodaji robe široke potrošnje kao oblik ambalaže koji sadrži najbolje karakteristike i sekundarne i primarne ambalaže. Premda najvecu korist imaju maloprodajni lanci jer je rad u prodavaonicama ucinkovitiji, proizvoðaci takoðer traže nacin brže optimizacije RRP-a. Zbog toga ambalaža spremna za maloprodaju (police u trgovinama) traži posebnu pažnju u svim aspektima kreativnog i funkcionalnog dizajna i primjene, što nosi velik trošak, najviše proizvoðacima. Premda se u literaturi znacajna pažnja posvecuje RRP prednostima za maloprodajne lance, u ovom se radu RRP razmatra s gledišta proizvoðaca. Meðu hrvatskim proizvoðacima hrane provedeno je istraživanje ciji je cilj...
