K-Classic, the main brand of Kaufland, proposes to its buyers a quality commitment: "Guaranteed satisfaction: K-Classic is quality - guaranteed. Therefore, if you are not satisfied, we will give you your money back".
The commitment is found only on some of the products from different categories. It is however a general preoccupation of people from Kaufland to offer consumers a fair report quality/price for all products under its own brand.
Present example is found on one of the latest products launched by the retailer in Romania: Cow's milk cheese 45% fat - 200g. Made in Germany, this article is commercialized also in Kaufland networks from Czech Republic, Slovakia and Poland.
Carrefour also proposes a similar commitment for products quality guarantee and a money back policy for unsatisfied customers. But the French retailer chose this strategy only for products developed under Carrefour Selection brand.
Regardless of strategy or brand, behind such a commitment is hiding more than a simple commercial contract retailer/producer. Even if producers' data do not appear on packages, the retailer guarantees also on behalf of the manufacturer the quality of the product. A guarantee based on cooperation and mutual recognition. Actually it is a collaboration elevated to a partnership level, a possible win-win model.
