History of brands in Poland

1
History of brands in Poland
2
Traditional definition of a brand

• established in 1960 by the American Marketing
  Association is the name, the term, the symbol,
  the design or their combination, compiled to
  identify the goods or services of the seller or a
  group of sellers and to distinguish them from the
  competitors

3
Using brands is advantageous for the buyers

• allow to diversify the products and services
• brands easily identified by the customers
  simplify the process of undertaking the purchase
  decisions at the moment of buying
• give also the feeling of safety to the client, he
  may expect the continuous work on perfecting the
  products and services
• give psychological satisfaction and prestige

4
Using brands is advantageous for the
manufacturers and sellers

• retain the advantage over the competitors
• brand builds up the loyalty of the buyers
• allow for a better management of production,
  sales and return of the products and services

5
Brands before World War II

• Herses shops
• tram Lilpop
• Hiszpanskis shoes
• these brands were associated with everything
  which was good, elegant, comfortable, hand-made,
  and with the excellence of quality of the
  product itself, as well as the servicing of the
  clients

6
Situation before 1990

• the oases of luxury for the majority of Poles
  were the Pewex and Baltona shops, in which for
  hard currencies only one could buy western food,
  garments, domestic chemistry products, toys and
  electronic equipment of a brand
• the legend of the brands of Toblerone, Jacobs,
  Levi's, Wrangler, Lego, OMO, Colgate, Lego, Sony
  or Philips helped in their present success in
  Poland

7
Situation before 1990

• known brands of those times, unfortunately
  disappear today

8
Disappearing brands

• Baltona
• Calypso
• CPN
• Diora
• Fonika
• FSM
• FSO
• Lucznik
• Moda Polska
• Nysa
• Pewex
• Podhale Nowy Targ
• Polonez

• Polskie nagrania
• Polsport
• Predom
• Ptys
• PZL
• Radmor
• Romet
• Spolem
• UNITRA
• Universal
• Ursus
• ZRK Kasprzak
• Zuk

9
Situation before 1990

• the flag Polish products known all over the world
  were
• - Wyborowa vodka
• - Krakus ham
• - E. Wedel sweets
• - Prince Polo wafers

10
Situation after 1990

• foreign concerns entered the Polish market and
  widely offered the brands which until then had
  only been the "dreams" of many Poles, which could
  have been realised only in Pewex and Baltona
  shops
• these enterprises brought the knowledge of
  marketing and the many years' experience in
  sales, widely understood promotion and the
  principles of effective launching of new products
  on the market

11
Situation after 1990

• products attracted the eyes of the customers with
  colourful packaging
• on the Polish TV appeared spots informing the
  consumers about the products' features and
  convincing them to buy the product
• only a short advertising campaign was needed for
  the product to be identified and recognised

12
First brands advertised in TV

• Prusakolep
• perfumed Currara cosmetics
• Billy sauces
• Pollena 2000 washing powder (the famous slogan
  Ociec prac?!)

13
Situation after 1990

• big success of Polish and foreign brands that
  remain leaders till today

14
The most widely known foreign brands in Poland

• Coca-Cola
• Mercedes
• Panasonic
• Sony
• Mc Donalds
• Philips
• Volvo
• Ford
• BMW

15
Situation after 1990

• completely new brands appeared on the market,
  resulting from the development of so far unknown
  technology (computers, telephones, mobile
  telecommunications)
• quite new phenomenon - appearance of brands of
  basic products of everyday use (necessities) like
  pasta, flour, margarine, butter, milk, juices

16
New brands in Poland

• Amica
• Atlas
• Dr Eris
• Era, Idea, Plus
• Fortuna
• Frugo
• Gerda
• Grzeski
• Hellena
• Hoop

• Jan III Sobieski
• Kamis
• Lubella
• Laciate
• Malma
• MK Cafe
• Mokate
• Netia
• Orlen
• Pollena Ewa
• Ziaja

17
Situation after 1990

• under the new market conditions, the success is
  also the share of many brands coming back from
  the socialist times

18
Old brands maintaining their positions

• Tyskie
• Vistula
• Warka
• Warta
• Wedel
• Winiary
• Wólczanka
• Zelmer
• Zielona Budka
• Zywiec

• A. Blikle
• Bambino
• Caro
• Colodent
• Gerlach
• Goplana
• Hortex
• Jelcz
• Krakus
• Lajkonik
• Lot
• Ludwik
• Mocne

• Okocim
• Olkusz
• Opoczno
• Orbis
• PEKAO
• PKO
• Polar
• Pollena
• Prince Polo
• PZU
• Tymbark

19
Situation after 1990

• brands with a big come back i.e. EMPiK

20
The most known foreign brandsPentor May 2004,
N1000
1. Lipton 628 2. Coca-Cola 575 3. Nivea 549 4.
Adidas 535 5. Mercedes 521 6. Knorr 519 7.
Sony 506 8. BMW 490 Danone 490 10. Colgate 479
11. Milka 471 12. Volkswagen470 13. Pepsi 458 14.
Tchibo 448 15. Panasonic 438 16. Philips 437 17.
Nescafe 435 18. Audi 434 19. Marlboro 432 20.
Palmolive 415
21
The most known foreign brandsPentor May 2004,
N1000
21. Ford 412 22. Bosch 401 23. Kodak 393 24.
Nokia 390 25. Hochland 385 26. Toyota 385 27.
Gillette 383 28. Opel 382 29. Levi's 371 30.
Volvo 365 Peugeot 365
32. Walt Disney 359 33. Fanta 358 34.
L'Oreal 356 35. Fiat 355 36. McDonald's 351 37.
Whirlpool 347 Algida 347 39. Honda 345 40.
Nestle 340
22
The most known Polish brandsPentor May 2004,
N1000
1. Wedel 618 2. Hortex 568 3. Zywiec 495 4.
Prince Polo 468 5. Winiary 464 6. Ludwik 463 7.
Bakoma 443 8. Pudliszki 420 Herbapol 420 10.
Kubus 417
11. Tyskie 407 12. Laciate 400 13.
Okocim 397 14. Poczta Polska 387 15.
Tymbark 384 16. Kamis 382 17. Hellena 381 18.
PKO BP 375 19. Torunskie pierniki 369 20.
Pollena 366
23
The most known Polish brandsPentor May 2004,
N1000
21. PZU 363 22. Naleczowianka 357 23.
Telekomunikacja Polska356 24. Warka 348 25.
Zubrówka 345 26. Amica 341 27. Lech 339 28.
Era GSM 335 Kujawski 335 30. Pekao
S.A. 334 Dosia 334
32. Morliny 333 33. Totalizator Sportowy330 34.
LOT 321 35. PKS 320 36. PKP 317 37.
Debica 316 38. Fortuna 314 39. Big
Star 307 40. Zytnia 301
24
The most widely known brands in the home
chemistry

• Ludwik
• Vizir
• Dosia
• OMO
• Pollena
• Ariel
• Domestos
• E
• Ajax
• Cif

25
The most widely known brands in the home
electrical appliances

• Polar
• Bosch
• Amica
• Zelmer
• Wirlpool
• ARDO
• Philips
• Zanussi
• Mastercook
• Moulinex

26
The most widely known brands in the food

• Winiary
• Knorr
• Wedel
• Danone
• Goplana
• Pudliszki
• Hortex
• Bakoma
• Malma
• Rama

27
Polish financial brands

• The Target Group Badania i Doradztwo checked
  which financial brands cope best after 15 years
  from the moment of transformation.
• The research was conducted by the end of 2004, in
  cities of the population higher than 100.000
  inhabitants. The responding sample of 1000
  persons at the age of 18-50 years.

28
Most popular brands of banks and insurance
companies in Poland
29
Disappearing brands

• Bank Handlowy w Warszawie SA Citibank Handlowy
• ING Bank Slaski ING Bank
• Idea (PTK Centertel) Orange (France Telecom)
• Orbis Accor?