Courtesy of Teraz Polska

The Polish Promotional Program Foundation dates back to 1991, when the Polish economy and market were going through important changes, both because of new imports and because of internal transformations.

Alice Trudelle: How have the Foundation and the Teraz Polska brand adapted to the changing market since then, and what are the principal challenges for Polish brands and services now?

Krzysztof Przybył: In almost two decades of activity for the Teraz Polska Contest, both the market and the contest itself have changed considerably, especially regarding the composition of both the contestants and our target groups.

In the early 1990s, when Polish democracy and free market economy were new and developing quickly, the contest was addressed to companies that were starting on the market. The Teraz Polska emblem helped its laureates stand out among other firms on the market.

The number of contestants at that time was huge, every company counted on the Foundation’s assistance. As years passed, we felt the need to adjust to ongoing changes. Demands from the consumers increased, especially regarding quality.

The number of contestants started to fall gradually. Today, companies that submit their products or services are fully aware that their entry has to be of the really best quality and that even popular products or services that lack this special value stand no chance of being accepted. Many firms do not even apply for fear that they will not fulfill the contest’s demands.

As for challenges, the crisis in Poland is not over yet, so for many companies survival is the principal challenge now.

Why do Polish consumers more readily buy foreign products, thinking that they are of a higher quality?

This situation is a constant challenge, but this attitude isn’t as widespread as it used to be a decade ago. In recent years, Polish consumers have started to appreciate the Polish origin of many products. Several companies have made it their marketing slogans, such as recent commercials of LIDL, this year’s laureate of our contest.

It is obvious that the “made in Poland” brand is becoming an asset on the Polish market, not only for food but also in construction business and many others.

How is Teraz Polska trying to change that situation?

By awarding the “Teraz Polska” emblem to products and services of highest quality we make them stand out on the market, we promote them. In this way, in the past years, we have been convincing Polish consumers that something made in Poland is worth their money and their attention. The growing consumer patriotism nowadays creates a chance for many firms to build a strong Polish brand.

You claim that Teraz Polska is the most recognizable sign of promotion on the domestic market. It is a brand recognized by 75 percent of Poles according to a 2009 research you have done. Which are the Polish products that Polish people trust the most?

Recent public opinion surveys show that at the top of recommended products ranking are soft drinks, household products and appliances, household chemicals and construction branch. What’s interesting is, in the ranking of products Polish consumers would most likely boast about, the food products came only fourth.

As far as companies are concerned, Atlas, two times winner of the contest, is the undisputed leader with 54 percent of respondents’ choices. The next on the list are Hortex (48 percent), Zelmer (46 percent) and Opoczno (42 percent).

Poles pay special attention to the long tradition of a brand, to the scale of promotion, its potent image and how recognizable it is.

Which Polish products are popular among other Europeans consumers?

The Polish products that have gained considerable popularity in Western European countries are food products (meats, cheese, fruits and vegetables, sweets, bread) as well as construction chemicals, jewelry and furniture. The Germans buy also Polish clothes, shoes and toys. Many Polish products win the new consumers over with higher quality and lower prices.

Of course, it happens that Western consumers do not trust Polish products. It’s hard to say why. Probably old stereotypes are responsible here. That is why companies seek other ways to conquer foreign markets. It’s no secret that Polish firms change their brand names into foreign sounding ones or take over local brands.

One example is one of our laureates Selena SA. They bought a small German company and started selling under the new name, which turned out to be a clever move. They started building the image of the German brand Dr. Schenk as a high quality brand and it worked splendidly.

Other companies, like Fakro – leader in skylight production and sales in Poland – open their own distribution networks in big market countries like the US, Germany, UK, France, Hungary and Holland. Mokate, aproducer of coffee and fruit teas, is also doing very well abroad.