Positioning the Panifcom brand as a local agri-food producer through marketing strategies

Abstract

With the change in the positioning strategy of the Panifcom brand, the brand's visibility and the company's financial capital increased. The new positioning places Panifcom among the Romanian local agri-food producers guided by local traditional values, based on the reinterpretation of the old traditions and recipes specific to Moldavia region, where the brand activates. This positioning has been achieved over the last few years through product offerings, distribution, sales, but also mainly through business promotion activity, including video ads, online marketing channels, events organised by the Panifcom brand, and key messages sent through various media promotion. The products offer and their distribution methods follow the company's orientation towards a strong position towards locally made products, capitalizing on the potential of agri-food products in the Moldavian region, products of a high quality nationally. The research’s results of how branding of domestic food products influenced Panifcom's financial capital reflects sales growth, with the company gaining turnover and profit over the past five years.