3.1.2.Edah
The Edah chain is part of the ‘Laurus’ group. Laurus operate 1200 outlets in the Netherlands, including the ‘Konmar’ and ‘Super de Boer’ stores. The group owns multiple chains in The Netherlands, Belgium and Spain, operating some 2400 grocery outlets altogether. Edah’s image is less prestigious than Albert Heijn’s, and its prices are lower as well, but it is not considered a discount chain. Six hundred products are carried under the Edah private brand, carrying the name and logo of the store. Edah’s focus on product innovation is not as accentuated as it is at AH. Nonetheless, the company claims to be similarly concerned with product packaging and presentation. Edah uses various channels to advertise the brand, such as TV, radio, leaflets, and newspapers. However, contrary to AH, Edah promotes manufacturer brands in its advertising rather than products with the Edah label.
3.1.2.EdahThe Edah chain is part of the ‘Laurus’ group. Laurus operate 1200 outlets in the Netherlands, including the ‘Konmar’ and ‘Super de Boer’ stores. The group owns multiple chains in The Netherlands, Belgium and Spain, operating some 2400 grocery outlets altogether. Edah’s image is less prestigious than Albert Heijn’s, and its prices are lower as well, but it is not considered a discount chain. Six hundred products are carried under the Edah private brand, carrying the name and logo of the store. Edah’s focus on product innovation is not as accentuated as it is at AH. Nonetheless, the company claims to be similarly concerned with product packaging and presentation. Edah uses various channels to advertise the brand, such as TV, radio, leaflets, and newspapers. However, contrary to AH, Edah promotes manufacturer brands in its advertising rather than products with the Edah label.
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