Wybrane aspekty strategii marketingowej dystrybutora zdrowej żywności – studium przypadku sklepu Słoneczko w Łodzi
Selected Aspects of the Marketing Strategy of a Healthy Food Retailer – a Case Study of the Słoneczko Shop in Łódź

Summary/Abstract: The article analyses the marketing strategy of a firm selling the so-called healthy food, following the model of cross-channel distribution. The research consisted of an in-depth interview with the owner of the Słoneczko shop and an analysis of the presentation of its offer in the internet. Assortment choices are determined by contents, quality and price. People with health problems prevail among customers. Vertical distribution channel integration is very limited. The company website fulfils promotion and selling functions. Product descriptions have a marketing character. They include information on benefits stemming from the consumption of a given product, ways to use it and target groups. The company efforts directed at sales internationalization should be evaluated very positively (in spite of certain shortcomings). The effect of synergy and complementarity between online and brick-and-mortar shops is also an important element of the marketing strategy of the studied retailer.</span>

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