El merchandising de las marcas de distribución vs. marcas de fabricantes, en productos de alimentación de la Comunidad Autónoma de Madrid

El presente trabajo se centra en el estudio de ciertos elementos de Marchandising relacionados con la pujanza que en los últimos años han conseguido las marcas propias de la Distribución y sus efectos sobre las marcas de fabricantes, fundamentalmente, líderes. OBJETIVOS Y RESULTADOS: Durante la década analizada, crecieron las Marcas Privadas (MDD) en alimentación y apareció la segunda generación de Marcas Propias (Marcas de Primer Precio: MPP) La bibliografía de Marketing es escasa en referencias al Merchandising y, menos con métodos cuantitativos. De aquí nuestra motivación para abordar este tema que consideramos de gran importancia. Por todo ello nos hemos propuesto cubrir los siguientes objetivos, aunque obviamente se detallan en las hipótesis a corroborar son los siguientes: • Espacio dedicado en el lineal de las MDD vs MF • Situación en el lineal de las MDD vs MF • Comparación de actividades promocionales y sus clases entre las MDDs y las MFs • Comparación de calidad de envases de las MDDs vs MFs • Finalmente hemos querido modernizar y actualizar ciertos contenidos académicos. HIPÓTESIS A CORROBORAR HIPÓTESIS TEÓRICA: Las enseñas con marcas de distribución, con el objetivo de incrementar el margen bruto de los productos con estas marcas, tienden a optimizar las acciones de marketing de sus marcas vs. las marcas líderes, en sus mismos mercados. HIPÓTESIS BÁSICAS: H1.- Las Marcas de Distribuidor gozan de, al menos, igual longitud de lineal que las marcas de fabricante líderes de su categoría de producto... NOTA 520 8 The current research focuses on certain Merchandising elements related to the push that in the latest years have gotten distribution private labels and its effects over manufactureŕs brand, mainly, leaders. RESEARCH OBJECTIVES AND OUTCOMES During the analyzed decade, the explosion of the Private Brands (PB) happened in the food market of Spain. In this period of time the second generations of Private Brands (First Price Brands) were launched. In Marketing bibliography there is only a few Merchandising references. And among the latter, there are even fewer when it comes to quantitative publications. This is the reason why the target of this research is mainly quantitative. Due to these considerations, the objectives to cover (detailed in the hypothesis to corroborate) have been: Share of shelf of PB vs MB Shelf position of PB vs MB Comparison of PB́s packaging vs MB Promotional activities and types of PB vs MB Below the Line And also an update of certain academic content The main statements investigated are based on the following hypothesis: THEORETICAL ASSUMPTION: Distributors that own private brands, with the objective to increase the gross margin of these brands, tend to optimize Marketing tactics of their own brands vs. manufactureŕs brands...

Architecture of a Bench-Type Carbonate Lake Margin and Its Relation to Fluvially Dominated Deltas, Las Minas Basin, Upper Miocene, Spain

The Upper Miocene stratigraphic succession of the Las Minas Basin, located at the external zone of the Betic Chain in SE Spain, preserves several examples of lake carbonate bench deposits. Excellent exposures of the carbonate benches allow detailed observation of the architecture of these sediments and provide new insights for the ‘‘steep-gradient bench margin–low energy’’ model proposed by Platt and Wright (1991). The lake carbonate benches developed in close association with fluvially dominated shallow deltas that exhibit typical Gilbert-type profiles. The delta sequences comprise bottomset prodelta marl facies, distal to proximal foreset facies, deposited mainly in a delta-front environment, and topset facies, the latter reflecting both subaqueous delta-front and subaerial delta-plain environments. The development of the carbonate benches was constrained by the convexupward morphology of the deltaic deposits, which led to the available accommodation space for the growth of the steep-gradient platforms. The benches display a progradational pattern characterized by sigmoid-oblique internal geometries and offlap upper boundary relationships, which suggests that the carbonate benches developed under slow though continuous lake-level rise. Both the dimensions of the benches and the dominant carbonate components (i.e., encrusted charophyte stems and calcified cyanobaterial remains), allow comparisons with the progradational marl benches recognized in modern temperate hardwater lakes. Accordingly, the case study presented here provides a good ancient sedimentary analog for low-energy lake carbonate benches. Moreover, the evolutionary trend inferred from the fossil example offers new insights into the depositional conditions of this type of sediment and allows recognition of the transitional pattern from bench to ramp carbonate lake margins.