Retail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sector
Abstract
This paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. ...
View more >This paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. This preliminary investigation provides a starting point for a broader research study into co-branded franchising arrangements.
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View more >This paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. This preliminary investigation provides a starting point for a broader research study into co-branded franchising arrangements.
View less >
Conference Title
Proceedings of The 14th Biennial World Marketing Congress
Publisher URI
Copyright Statement
© The Author(s) 2009. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
Subject
Marketing Management (incl. Strategy and Customer Relations)