E T A S V I PR BEL LA VIEW RE The Kielce Exhibition and Conference for Private Label Producers A sensible strategy is the main thing - the first PLME edition is now over How to attract a customer? - this has been a burning question for retail chains in their pursuit of a more conscious and informed consumer. Yet the private label market's strategists and forecasters pose a more important question - How to retain a customer? The rst edition of the Kielce's PLME expo was the chance to learn how to manage white-labels in a most efcient way. - The market research and our observations indicate that the Poles become more and more conscious and informed customers, they tend to be more picky and selective; however, every other consumer is not able to clearly dene what a white label is. They are also unable to distinguish between white-labels and branded products - says Dorota Kałowska, the Polish Chamber of Commerce expert, the Cobalt Spark business strategist who specialises, inter alia, in private label management. At the PLME conference Mrs Kałowska advised the participants on how to put private label products on the Polish market in an effective and modern way. - In order to attract customers and, what is even more important, to retain them and make loyal to the retail chain and its white labels, it is not enough to offer average quality products packed in wrappings which imitate the particular category's leaders. A well and wisely managed private label, in addition to favourable prices, needs to offer a better quality, an attractive and functional design, well-executed merchandising strategy. Sometimes innovative recipes and packaging solutions are also necessary. A long-term perspective - the image Each retail chain ought to carefully consider its long-term strategy for private label management, including the white-label brand image. According to Dorota Kałowska's denition, one of the key success determinants for white labels development is a good comprehension of Polish consumers' attitudes and behaviour motives. - To copy the particular category leaders and then to introduce white label products which are cheaper imitations of well-known brands; this is what some retail chains nd the easiest to implement and thus the most tempting way - says Dorota Kałowska - This is however a very shortsighted solution; this is a cul-de-sac. And even if this strategy is effective today, Polish customers are becoming more and more demanding and informed. Not before long will they turn their back on such products. Polish society becomes more mature and thus starts to appreciate such values as reliability and credibility (with regards to products and its suppliers), locality, competent and accurate information. This is a clear contradiction when it comes to "copy-cat products". It is much better to build your own recognizable image which is in turn consistently implemented. This in a few years' time perspective will help to build consumers' loyalty and thus increase the white label's and the whole retail chain's protability - says Dorota Kałowska Innovativeness and communication Cutting-edge infrastructure and operaInnovativeness and the evolving tional professionalism - these are the model of communication with the customer main assets of the Kielce expo centre; are pivotal-importance elements in effective every year it hosts over 210 thousand private label management. visitors The Kielce's PLME expo is a perfect place to showcase your offer and present it to large audiences - Only until recently innovativeness has been solely associated with large-scale producers who have been able to afford to implement innovations. Now this aspect of product innovativeness has become the competitive advantage of the private labels too - says the expert. - This is what the market wants; retailers expect private labels manufacturers to offer innovativeness. And producers also offer innovative products as part of their strategy designed to put new products on the retail-chains' shelves. Not only can innovations serve a guarantee of a good turnover, they also help to make your way in a difcult market. The language of communication is also an important element of welldesigned strategy to acquire and retain the client - says Dorota Kałowska of Cobaltspark Company. Until recently retail chains have put a strong accent on price; now product quality is mainly referred to in their business communication. Private labels have become more adventurous and have been making use of elements of dialogue with the consumer on the level of emotions; until now this has been exclusively reserved for "branded" products. Value-added programmes crafted around retail chains' offer and white labels have been created; these schemes go beyond simple protransactional activities. Clients are offered extensive culinary advice or programmes designed to encourage them to take to sports. All these activities make use of retail-chain labelled products. - Implementation of increasingly complex private labels' marketing strategies is a considerable challenge for retail chains. On the one hand it requires the private labels management teams to be very competent, on the other hand these activities need to be highly efcient. A low level of marketing and advertisement expenditure is one of the main sources of white labels' price advantage. If private labels are to develop, they need to be supported with a long-term and consequently implemented strategy. Not only does the strategy need to make the offer competitive, it also has to provide for costs optimisation - says Dorota Kałowska. A dynamic private label market needs a modern trade show designed to strengthen and enhance the private label position, an expo intended as a platform for interesting initiatives, conferences and ideas exchange. The rst Kielce's Private Label Middle Europe Expo has been the rst step in the right direction. a 2015 c w r e z c 0 29-3 Katarzyna Kulińska a 2015 c h c w y r n e s z a c ³ 0 W 3 k 9 e r 2 ³asnych ca 2015 entów Ma W w c r u k e d e z r o c a r P 0 M 3 w 9rgów rek W³a h 22015 a entóPLME c c y M u n d s w The next edition 29-30 June o a ó r ³ t P n edycja Ta W e w Marek ja Targów w Produc ó c t ó y n g d r e e a c T a u n d a j j o e c Kol 1 lejna edy Targów Pr o a K j c y d e a n j e l o K E T VA LS I PRABE IEW L EV R PLME - facts, figures and substance The first Private Label Expo edition: over 100 exhibitors from 10 countries over 1,000 visitors 1,500 square metres of exhibition space The international character of the event The visitor's profile according to business sectors: Lithuania other merchants 9% 4%4% 47% 13% 17% 23% marketing Poland Germany production Belgium managers Ukraine Czech Republic Austria Hungary Serbia logistics and transport Italy The Kielce Private Label Expo's exhibitors list includes more than 100 companies from 10 countries media Almost 60% of exhibitors confirmed that their participation in the first PLME edition has largely contributed to new business contacts establishment Nearly 80% of visitors to the first PLME edition claim that the event has fulfilled their expectations Novelties galore showcased at the 2014's PLME The trade show also included a special gallery of products which are already offered as a white label and have been put on the market in 2014. The offers of the following companies were put on display: P E LM • Intermarche • Kauand • Tesco • Piotr i Paweł • PSS Społem The initiative has generated an avid interest among the visitors, therefore the organizers intend to include the event in the consecutive editions' programme. P E LM E LM rwca 2015 e z c 0 3 9 ch 2 wca 2015 y r n e s z a c ³ 0 W 3 k 9 re a 2015 ³asnych 2 c entów Ma W w c r u k e d e z r o c a r P 0 M w 9-3 Targów ych 22015 MarneakeW ucentóPLME n d s w o a ó r ³ The next edition 29-30 June t P n W e w c k ó na edycja e u j d r d e rg a l o a r o M T P K a w j w ó c t ó y n g d Produce dycja Tar Kolejna e e w ó a g n j r e a l T o a K j yc 2 Kolejna ed P PLME 29-30 JUNE 2015 The participants' account: Marek Traczyk Key Account Manager B2B Grzegorz Solarz Director for marketing and sales Marek Bielski - the originator and organizer of „Doceń Polskie” Promotional Campaign designed to promote highquality food products available on the Polish market. POLITAN LLC S.K.A. is a frequent exhibitor to the world's largest trade fairs; our organisation was pleased to be a part of the Kielce's PLME rst edition. The Expo organized by Targi Kielce SA is a top-level event both in terms of organization as well as in terms of the number of exhibitors, visitors and guests. The Kielce PLME provided a comfortable and pleasing exhibition venue and thus offered convenient conditions for commercial offer presentation and holding trade talks. Our representatives' two-day participation in the trade show resulted in numerous meetings and new business contacts establishment. Considering the fact that this has been the rst expo edition, it comes as a pleasant surprise to see the event organization and the interest demonstrated by the visitors. Therefore we intend to join the consecutive PLME edition held in Kielce. Given the fact that our present and prospective customers have shown an increased interest in the expo, we hope to see Polish private-label trade shows gain signicance and recognition on the international arena. We wish to express our gratitude for organizing the Private Label Expo; the event has provided us the opportunity to showcase the products and at the same time to meet numerous buyers. I welcome this initiative, PLME will certainly become a permanent xture on numerous exhibitors' and buyers' calendar. In my opinion not only does the Exhibition and Conference for Private Label Producers present a future-minded approach, this is also a highly-recommended event. I joined the rst Expo edition as a visitor. And the Expo made a very good impression. The exhibition halls were the showcase for a wide, diversied and hugely interesting product offer. The display, in many ways, came as an extreme surprise as it was the presentation of interesting packaging design, product assortment variety and also superior quality. The Expo programme featured a very interesting point - the conference which raised a whole array of interesting questions related to private labels. What is also important, the conference brought together, inter alia, the professionals who represent very well known retail chains. They were willing to share their insights and expertise with regards to management process of private label introduction onto the shops' shelves. R ather than an "academic discourse", it was the businessinsiders' discussion focussed on specic problems and issues. It is also worth mentioning the event's venue. Not only is Targi Kielce's infrastructure modern and pleasing to the eye, this is also functional. Food and beverage facilities, the parking lot and easy access are also to be credited. The specialist conference at the 2014 PLME The rst day of the Expo saw a specialist conference on the Private Label's role for trading and sales strategy. And the speakers list included, inter alia: Tomasz Krysiak - AC Nielsen, Andrzej Wojciechowicz - Advisor of the Business Consulting FMCG, Dorota Kałowska - Cobaltspark Company, Magdalena Stachura pHd Tesco, Ryszard Jaśkowski - Vice President of the National Auditing Union of Consumer Cooperative Społem, Ireneusz Cichoński Intermarche Poland, Jacek Galinski - Kodak Poland, Maria Andrzej Faliński PhD Director General of the Polish Trade and Distribution Organisation, Andrzej Gantner - Board Member and General Director of the Polish Federation of Food Industry, Maciej Ptaszyński - Director General of the Polish Chamber of Commerce and Jacek Piechota, former Minister of Economy and employment, the Chairman of the PolishUkrainian Chamber of Commerce. In the course of the meeting such issues were discussed: • private labels in Poland's FMCG market • cooperation between producers and retailers • how to manage private label image in most effective way • TESCO's supervision over its private label's quality • white labels as part of the PSS Społem development strategy • development prospects dened as opportunities and threats • how to take care of printed packaging high quality conference arouse a keen interest among business rwca 2015 The private label e z c 0 15business sector. 3 0 9 2 insiders from the sales 2 a c h c w 5 k W³asny r 1 e 0 z 2 c a 0 c 3 w r 9 e a 2015 ³asnych 2 29-3P0rocdzuecentów Mar c W h w c r k y e e z n r c s a a 0 ³ M 3 W cja Targów w 29-now! ek W³asn r h a entófor c c y M u n d s w o a ó r Register the second PLME edition ³ t dy P Producen w Marek W ja Targów w ó c t ó y n g d r e e a c T a u n d a j j Kole ejna edyc argów Pro l T o a K j c y 3 d e Kolejna • private label as a competitive instrument • the role of private labels in building customer's loyalty E T VA LS I PRABE IEW L EV R PLME receives media publicity Invincible private labels Dziennik Gazeta Prawna daily Targi Kielce was the venue of Expo and Conference of Private Label Producers - Private Label Middle Europe. This has been Poland's rst trade expo of this kind. The Expo turned to a much desired event. - The list of exhibitors was comprised of over 100 companies from Germany, Austria, Italy, Ukraine, Lithuania, Belgium, Serbia, Hungary and Poland. PLME is one of Europe's few international business platform solely dedicated to the private label industry - a meeting place for the Old Continent's producers, wholesalers and major and most important retail chains. Owing to the fact that all private-label business sector's players are brought together in one venue, the PLME expo is the best place to put on display a whole array of products, establish a wide network of business contacts and relations as well as conclude protable contacts - says Andrzej Mochoń PhD, Targi Kielce President of Board. The Kielce Exhibition and Congress Centre - the organiser of PLME has thus lled a market niche and perfectly addressed the private labels' market needs. - The Expo and the Conference brought together the well- known companies and recognisable brands from home and abroad, among them, AC Nielsen, Alma, Bakalland, Contimax, Felix, Gold Drop, Inco, Intermarche, Kodak, Konspol, Quasar, Polanin, Społem, Tarczyński, Tesco, Włoszczowa and Nowe - the manufacturer of „Pachnąca Szafa” [Scented Wardrobe] assortment Rossmann network - adds President Mochoń. Private label products and services are typically those manufactured and provided at the request of large companies or retail chains; these products often provide a more economical alternative to well known domestic and international brands. However there are also white-label products ranked among premium-quality brands. The white-label based strategy is common for a number of business sectors such as food industry, cosmetics, online-shopping, pet-products, household and packaging sector and cleaning agents. - The share of private label products is increasing in retail trade. Shelf presence of such products is a natural part of commercial offer both in modern and traditional distribution channels; many networks nd them a very important part of their portfolio. Alongside the premium, branded products, white-label commodities will gain increased signicance in the years to come. Therefore, it is very important for manufacturers, distributors and retailers to nd a place to broaden their knowledge, exchange experiences and establish new business contacts related to private label products. Events like the Targi Kielce's Exhibition and Conference for Private Label Producers seem to be a perfect place to develop this type of contacts - says Maciej Ptaszyński, CEO of the Polish Chamber of Commerce. conversations with contractors from Poland, Hungary, Czech Republic, Italy and even Kuwait. I hope to see the talks become big and protable contracts - says Ryszard Pizior, Director of Sales and Marketing at OSM Włoszczowa. PLME is a valuable idea - says Andrzej Byzdra, the owner of Carlo Bossi Perfumes; since the 90s not only has the company produced perfumes and toilet waters, but it has also been successful in putting its products on market in Russia, Iran, United Arab Emirates, China, Uzbekistan and other countries. - I'm glad that Targi Kielce has organized the private label trade show. There are not many meetings of this type in Central and Eastern Europe. Not only does the trade fair centre's infrastructure come as a really - Market trends were clearly pleasant surprise, but also the Expo-centre visible during the two days' Expo held in related amenities such as the new direct Kielce - recapitulates Andrzej Mochoń access roads which lead to the centre right off the Kielce ring-road from Krakow, Warsaw PhD, Targi Kielce President of Board. and Lodz directions. - The Kielce white label expo is a very interesting event. Although this has Source: Dziennik Gazeta Prawna daily, No. 122, Karol been Poland's rst expo of this kind, the Dominowski, 30.06.2014. number of exhibitors and visitors was higher than my expectations. The two days' exhibition was busy and intense; we had a number of very interesting Private label - more economical yet not inferior to the well-known ones Puls Biznesu Pr i v a t e l a b e l s g r o w i n popularity, also among companies which would like to manufacture such products. However high quality and low margins are necessary. According to the Kielce's private label expo organizers' calculations, as much as 30 percent of domestic commodities are sold as white labels. Contrary to commonplace opinions, white labels are much more than lowreputation products. Given the private label products' growing popularity, more and more companies want to commence a similar business line. - This solution may suit everyone, however to the appropriate scale. If a small-scale company wants to introduce a white label into a large retain chain, such a company will lose in competition with large suppliers. One also needs to have substantial monetary reserves as a higher turnover comes later - explains Maria Andrzej Faliński PhD. In most cases the quality of commodities offered as retailers' white The Private Label Producers labels does not diverge from well-known Exhibition is an apt response to the white equivalents - says Andrzej Mochoń PhD, labels' increasing popularity; this is an Targi Kielce President of Board. opportunity to meet retail chains' and producers' representatives. Poland's rst private label trade show is to be staged at the end of June. This will be one of Europe's few international business platform solely dedicated to the private label industry – a meeting place for the Old Continent's producers, wholesalers and major and most important retail chains. This is a one-stop-shop for all those who are into this business sector; the event provides a great opportunity to put products on display, establish business contacts and relations and sign contracts - encourages Andrzej Mochoń PhD. Meetings of cooperating parties are an integral part of the Kielce's PLME exhibition 5 No. 56, Joanna Dobosiewicz, Source:2 ca Puls01Biznesu, rw21/03/2014. e z c 0 3 9 ch 2 wca 2015 y r n e s z a c ³ 0 W 3 k 9 re a 2015 ³asnych 2 c entów Ma W w c r u k e d e z r o c a r P 0 M -3 entówPLME edition - 29-30 ch 292015 Targów yJune MarenkaW ucnext n d s w o a ó r ³ t The P n W e w c k ó na edycja e u r Prod Kolej e w Ma ja Targ w ó c t ó y n g d r e e a c T a u n d a j j Kole ejna edyc argów Pro l T o a K j c y 4 d e Kolejna PLME 29-30 JUNE 2015 The PLME success lies in effective promotion Najwa¿niejszej advertisements and articles in business-sector media, dzia³ania promocyjne banner campaigns and among them in OOH Magazine, Najwa¿niejszej podjête na rzecz in industry-related portals, Najwa¿niejszej Handel w Praktyce, advertisements and articles dzia³ania promocyjne including 1. Edycji Targów Producentów Magazyn Spo¿ywczy, dzia³ania promocyjne in Polish nation-wide media, podjête na rzecz www.portalspozywczy.pl, Poradnik Handlowca, W³asnych: podjête naBiznesu, rzecz Marek including Puls www.dlahandlu.pl, 1. Edycji Targów Producentów Gazeta Wyborcza, 1. Edycji Targów Producentów Dziennik Gazeta Prawna, Marek W³asnych: www.poradnikhandlowca.pl Marek W³asnych: Najwa¿niejszej information distributed with the dzia³ania promocyjne newsletters distributed Najwa¿niejszej use of over 50 The most important among subscribers podjête na rzecz dzia³ania promocyjne private-label-sector of the largest Producentów communication tools 1. Edycji Targów related institutions' podjête na rzecz business-sector and associations' Marek W³asnych: 1. Edycji Targów Producentówof the 1st Private Label portals, including databases www.portalspozywczy.pl, Marek W³asnych: www.dlahandlu.pl, Producers Exhibition: PLME Private labels for your well-being "The poor like low prices, and the rich love them." - a popular saying has often been quoted by private label market analysts; it serves as a perfect illustration of private labels' success in Poland. Year in year out, private labels have become much more than price competitors to more expensive, branded products. And although Polish consumers still nd the price an important issue, they are more inclined to appreciate improving quality, innovativeness and health-promoting nature of private label products. These questions were also discussed at the conference which complemented the Targi Kielce's Private Label Producers Expo. More than price market. Wojciechowicz is FMCG Bussines Consulting advisor; he has been invited to be a member of the Programme Board of the Private Label Producers Exhibition - the rst Poland's expo of this kind held in June 2014 in Targi Kielce. - Production regime, good and often natural ingredients, predened and restrictive production conditions; large corporations have introduced these measures with regards to their own white labels. This shows there are many more incentives for the client than a low price. Numerous private labels follow the new consumer trend - well-being and health. One trend which has been set out for private labels - the quality, has started to coexist the other one - health and wellbeing. This trend is most clearly visible in the case of food products - adds the expert. - A wisely designed white-label policy goes beyond low prices as its priority. Poles like "eco" and "bio" There is a multitude of failure examples; cheap and at the same poor-quality The new private-label trend has products have vanished from the market as been clearly marked on the aspirations quickly as they had appeared. Quality horizon - the health-promoting craze seems available at an affordable price has become a to be very much in line with Poles' necessity - this is Andrzej Wojciechowicz's expectations and changing lifestyle. assessment of the Polish private label - Private label development which follows the health-promoting trend is the result of the Poles' perception of their own health comments Maciej Ptaszyński, CEO of the Polish Chamber of Commerce and a member of the Programme Board of the Kielce white label exhibition. - Private label manufacturers have recognized the market niche for their products and have thus demonstrated a good market intuition, attention for the customer and product quality - adds Maciej Ptaszyński. - Private label products market has willingly reached for the "adjectivedescribed" products - ecological, bio, traditional, regional - Maria Andrzej Faliński PhD - Director General of the Polish Trade and Distribution Organisation presents the expert's view on the market. - By investing in quality and added, cultural values, trading companies somehow boost these "adjective-described" products' economies of scale and equip them with sales support instruments - i.e. promotion, education, advertisement, etc. Regional companies, nay - local rms will reach for white label products. This will unleash a further market enhancement process of "adjectivedescribed" products. And each product conveys the message, explicit or implicit, which refers to nature, ecology, the healthy old world - says Andrzej Maria Faliński Regardless whether Polish white labels will follow the "eco" or "bio" path, this will always be veried by the market and consumers. - Studies show that as much as 70 percent of shopping is based on purchase impulse. For a long time in Poland such an impulse will be primarily driven by the price - says Andrzej Wojciechowicz. - I think that within 2 or 3 years' time the private labels market will advance to exceed the 30-35 per cent market share in retail chains. However we need to remember that the rest of the market will be ready to explore; thus the outlook for white label products is really great - adds Andrzej Wojciechowicz Katarzyna Kulińska rwca 2015 e z c 0 5 1 3 0 9 2 2 a c h c w rwcat2ó0w15Marek W³asny 9-30 czer e 2 z h c c 0 y 3 n s 9 a a 2015 ³ 2 Producen c W h w c r k y e e z n r c s a a 0 ³ M -3 W cja Targów ów the second PLME ³edition tfor 29now! ek W³as r n h a e c c y M u n d s w o a y ó r Register t d P e Producen w Marek W ja Targów w ó c t ó y n g d r e e a c T a u n d a j j Kole ejna edyc argów Pro l T o a K j c 5 y d e Kolejna E T VA LS I PRABE IEW L EV R According to experts' opinion What are the Polish market's prospects for private labels? Against this backdrop, what is the Kielce's private label expo's position? We sought the opinion of experts and market analysts - the members of the Program Council of the Targi Kielce's 1st Private Label Middle Europe Expo 2014. Here is what they said: Maciej Ptaszyñski Director-General of the Polish Chamber of Commerce Maria Andrzej Faliñski PhD Director-General of the Office of the Polish Trade and Distribution Organisation Dorota Ka³owska the Polish Chamber of Commerce expert who specialises, inter alia, in private label management, the PIH expert. Andrzej Wojciechowicz Advisor of the Business Consulting FMCG - Private labels in Poland still demonstrate growth potentials. They gain the momentum and increase the turnover share in retail chains. This trend is likely to continue; the numbers speak for themselves. And it does not matter whether the market will exceed the 50 percent level as this is the case in Switzerland and Spain. It is more signicant to develop consumers' white label awareness. Speaking about Poland's private label market's prospects we need to remember that more and more Poles grasp the - Poland is unique compared to other European markets. Poland has become a highly competitive market and where all retail formats have been modernized. Annihilation of small shops (contrary to gloomy prophecies) has not taken place, in spite of large-format retail chains development. Small-size retailers have found their way in the bullish market. This background has created the market environment for private label evolution. This is a rapid-pace evolution in quantitative sense (for example white label account for one third of the food market) qualitative sense (white label represent a dozen or so percent in the economy segment) and technological sense. Private labels are market and idea of white labels. This dawning awareness of the general public is of pivotal importance for white label development. If, owing to product quality guarantee and other advantages, private labels manage to build the customer's loyalty, they may become instrumental for creating retail chains' competitive advantage. This can be attained through uniqueness private labels offer. This is one of the reasons why there has been a great demand for a private label expo cultural phenomenon; it would be an extraordinary situation not to see an event solely dedicated to white labels. The trade shows' launch was a success and the expo stands the chance to develop. However we still need several years before it brings together thousands of exhibitors and visitors - potential business partners. In my opinion the private label market will grow strong. This does not mean that the market will reach Switzerland's quantitative indicators (53 percent). Poland's market will rather reinforce its quality volumes, will become mature with respect to technology and packaging aesthetics. These trends will be enhanced by trade shows. held in Poland. Private Label Middle Europe 2014 was held in Targi Kielce; one of Europe's leading exhibition centres. This has also contributed to making the trade show a prestigious event; this has also guaranteed the right atmosphere to raise important and interesting questions for private label manufacturers as well as to pave the way for white labels promotion and to hold a debate on the development directions. d's food mar k et Polan OTHER BRANDS PRIVATE LABELS In the food sector, private label's share is about 30% - says Maria Andrzej Faliński PhD - Poland sees Europe's most dynamic development of private labels, we need to make a wise use of this phenomenon. Especially if we consider that fact that Polish consumers present a more positive attitude towards white labels. Retail chains in order to develop have already started to seek more demanding customers; quality of products offered under the white-label umbrella has been improving. A vast majority of products sold as the retailer's brand does not fall behind branded consumer goods when it comes to quality; in many instances white labels offer a better quality than the particular category's average. More and more "premium" brands will be put on the market as a natural consequence of its development. In Poland this process has already started. Well designed and multi-directional development strategies are required for such a rapidly-growing private-label market. Some retail chains make better arrangements before a new product group or an individual commodity is put on shelf; retailers are more conscious when it comes to marketing, starting from the way the product looks, packaging quality, through product exposure, communication with the consumer, advertisements, and many other issues. Those - Poland boasts a strong internal market with about 80 per cent of domestic production, only 20 percent account for import. Therefore the private label market stands a chance to intensify its development. There is yet another important point - more trading companies, with smaller potentials than large corporations ought to create private labels of their own. This should be done by creation of purchasing hubs. Such initiatives have already been observed in our market. The future belongs to nationwide or even have already launched European-scale projects of this kind. The Polish market's potential is large. Expo meetings and conferences enhance the market's development. In the future we need to open up to foreign white label manufacturers from e.g. Germany, the Czech Republic, Slovakia, Denmark and the Netherlands. On the other hand foreign retailers will have a chance to The private label trade show staged in become familiar with Polish manufacturers who Targi Kielce; the expo centre right in the heart of are ready and open for white label production. the country, is a very good idea. Western countries - Especially in the recent years, private labels have been growing more rapidly compared to the whole market. This year alone private label sales volumes have increased by 14.5 percent, while the overall market has gained only 2.5 percent with regards to commodities. This trend will certainly be maintained in the consecutive years. There is an unavoidable question concerning the market saturation. Western markets' predominant features are: large size, regional markets' signicance and, above all, a diversity of formats (smaller formats in particular). Does Poland's market stand the chance to reach 50 percent private label saturation, as it is the case of Spain or Switzerland? If we followed the western markets' footsteps by adopting the analogous development model - this is possible. White label market saturation will be growing as long and as intensely as the consumer's private label awareness increases. A correlation of expertise, demand for particular goods and the crisis' aftermath (the rational economisation effect) may lead to a greater consumer's interest shift towards white label products. In Poland however who neglect strategic work on the white label's image will have protability problems, they may even nd it difcult to keep it up in the market in a few years' time. A dynamic private label market needs a modern trade show designed to strengthen and enhance the private label position, an expo designed as a platform for interesting initiatives, conferences and ideas exchange. The Private Label Middle Europe Expo's début has been the rst step in the right direction. regional producers who are willing to produce white label products. Against the market background, various innovations which enhance the product quality, such as the product recipe, composition, functionality and packaging aesthetics will have to become white labels' distinctive feature. it will take several years. The rst PLME edition has been a challenge. I am glad we follow the example of other countries and hold trade fairs at home. This unites the whole market. The ideal solution would be to expand the future events' scope to include a discussion panel or presentations of people who deal with private labels on day-today basis. Speakers would have to represent both suppliers and retailers. rwca 2015 e z c 0 3 9 ch 2 wca 2015 y r n e s z a c ³ 0 W 3 k 9 re a 2015 ³asnych 2 c entów Ma W w c r u k e d e z r o c a r P 0 M 3 entów PLME edition - 29-30 ch 29-2015 Targów yJune MarneakeW ucnext n d s w o a ó r ³ t P n The W e w c k ó na edycja e u j d r d e rg a l o a r o M T P K a w j w ó c t ó y n g d Produce dycja Tar Kolejna e e w ó a g n j r e a l T o a K j yc 6 Kolejna ed Ireneusz Cichoñski Intermarche Polska PLME 29-30 JUNE 2015 Targi Kielce Professional, focussed on exhibitors and visitors made this our motto - adds President Targi Kielce trade fair and expo Andrzej Mochoń PhD. Owing to these centre is ranked second in Central and investments, not only has Targi Kielce Eastern Europe. developed from a B2B exhibition organiser to become a trade fair and The Kielce exhibition centre conference centre. With these new enjoys almost 30% of Poland's trade fair facilities we have been aided in our and expo market. Targi Kielce offers attempts to bring new guest into Kielce. It 90,000 m2 of exhibition grounds including needs to be highlighted that Targi Kielce's 36,000 of indoor space in the 7, fully infrastructure has been developed to be equipped and cutting-edge exhibition halls. wheel-chair user friendly . Targi Kielce - annual facts and gures The area around Targi Kielce 217,000 visitors from almost 60 countries, has changed beyond recognition. There 6,000 exhibitors as well as 175,000 m2 of are e.g. brand new roads. With the new the exhibition space leased. and modernized road infrastructure Targi Targi Kielce started its business Kielce offers an easy and collision-free operations in 1992. The rst trade fair access right from the Kielce's ring-road staged in the Kielce expo centre was the from Warsaw, Krakow and Lodz. - Now • Central and Eastern Europe's second International Defence Industry Exhibition we boast the most comfortable access largest exhibition centre which has now gained an international among all Central and Eastern Europe's recognition. - In the 90's Kielce was a exhibitions centers - says Andrzej Mo• 7 exhibition halls venue for just a few exhibitions a year - choń PhD - Targi Kielce CEO. • 19 multifunctional conference rooms today Targi Kielce is the stage for over 70 • 90.000 square metres of exhibition space trade shows and the calendar of events is systematically expanded. We are also the • outdoor exhibition area and a testing GPS coordinates: organiser of almost 700 conferences and ground for dynamic shows other annual events - says Andrzej 50° 53' 56,47'' N • 2,400 parking spaces Mochoń PhD, Targi Kielce President of 20° 35' 20,57'' E Board. wheel-chair user friendly facilities Back in 2002 the company's market share accounted only for 9.5%, in 2006 it was 19% and in 2008 - 22%. Targi LithuaniaVilnius Kielce is ranked second among all Central Dania 8h and Eastern Europe's exhibition and • over 70 exhibitions Minsk congress centres as well as one of the two every years 8h Poland's leaders of the trade fair market. • over 700 - The success of the expo congresses, Belarus centre's is mainly attributed to the Warsaw 7h conferences professionalism of its personnel. Not only Poznan Lodz 2,5h Berlin and training 4h is the team open to new challenges; they 2h Kiev sessions also assume truly creative approaches 10h Lublin Germany 2,5h when challenges arise. We do not intend KIELCE • over 6,000 to rest on laurels. We have expanded and exhibitors Krakow 7h complemented our offer; in August 2013 Ukraine 1,5h • over 210,000 2h Prague the brand new Congress Centre for 1,000 Czech Republic KatowiceSlovakia visitors people was made available for our guests; 6h • more than 160 6h in autumn the west-side entry terminal and Bratislava official delegations a multi-storey car park for half a thousand Vienna 8h from all corners vehicles also became operational . Henry Budapest Austria Ford - a man of success once said of the world Hungary "Companies whose growth is based on development will never perish". We have TARGI KIELCE: LOCATION 2013 Poland 2013 rwca 2015 Road trip e z c 0 3 9 2015time to Kielce from selected cities 2 a c h c w 5 y r 1 n e 0 s z a 2 c ³ czecrewnctaów Marek W ch 29-30 0 y 3 n s 9 a a 2015 ³ 2 c W h w c r u k y e d e z n r o c s a r a P 0 ³ M 3 W cja Targów w 29-now! ek W³asn r h a entófor c c y M u n d s w o a ó r Register the second PLME edition ³ t dy P Producen w Marek W ja Targów w ó c t ó y n g d r e e a c T a u n d a j j Kole ejna edyc argów Pro l T o a K j c y 7 d e Kolejna E T VA LS I PRABE IEW L EV R SECOND EDITION! EXHIBITION AND CONFERENCE FOR PRIVATE LABEL PRODUCERS 29-30 JUNE 2015 Join the leader s! EXPO E M L P RTH IS WONG JOINI ng marketi widen n s a u c s th r ito and • Exhib tworks e n g in d and tra s levels w e surplu s a r for ne e r c in prospe n a ance c h c s r e ito is th is th • Exhib s artner trade p ng-term blish lo ta s n e to peratio rfect ss coo e in ve a pe s a u h b ts n a ray particip hole ar ch a w • Expo n u la n to d gain occasio ucts an d o r p om of new back fr nt feed ta s in n a rs. ir visito trade fa PRODUCT AND SERVICE CATEGORIES: • Food products and beverages • Health and beauty products • Cleaning agents and household chemical products • Hygienic products • Natural and organic produce and products • Packaging, design • „Do It Yourself” tools and accessories • Clothes and footwear • Stationery and office products • Plastics • Products and services for brand design marketing and advertisement • Home and kitchenware • Pet food and supplies • Baby and child care products and accessories • Other products categories • Non-Food Section PROFILES OF VISITORS • International retail chains • Hypermarkets • Supermarkets • Shopping malls • Warehouses, distributors • Airlines • Producers • Private label owners • Fast-food chains • State and governmental institutions and organisations • Retail stores • Grocery chains • Importers and Exporters • Hotel and restaurant chains • Catering companies CONTACT: ct Conta sk a d n a s u ial c e p s about s for price ion! dit e 5 1 0 2 TARGI KIELCE SA 1 Zakładowa Street 25-672 Kielce Robert T. Frąk e-mail: [email protected] Telephone: +48 41 365 12 12 fax +48 41 365 13 12 Katarzyna Magdziarz e-mail: [email protected] Telephone: +48 41 365 12 07 fax +48 41 365 13 13 www.markiwlasne.pl
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