Facing the challenges of expansion
in the European Union
A review and evaluation of the Polish UHT
Department of Marketing, School of Business and Economics,
Wilfrid Laurier University, Waterloo, Canada
International Center for Business and Management,
University of Warmia and Mazury, Olsztyn, Poland, and
Odette School of Business, University of Windsor, Windsor, Canada
Purpose – The purpose of this paper is to examine challenges and opportunities that occurred in the
Polish ultra-high temperature (UHT) milk market after Poland entered the European Union.
Design/methodology/approach – Through an in-depth analysis of the Polish UHT market and by
interpreting statistical data, this paper analyzes the retailing, production, and distribution channels,
branding, and potential changes in the marketing perspective of the UHT market in Poland. To
understand the nature of the market, this paper employs a marketing science method, marketing
persistence analysis, to explore the relationship of short-term marketing efforts and long-term market
response in Polish UHT milk market.
Findings – Based on empirical testing of ten Polish brands, results show that the UHT milk market
in Poland presents marketing persistence, which means that short-term marketing efforts can generate
long-term revenue effects.
Research limitations/implications – If marketing spending data are available, causality tests can
be performed to see what are most effective marketing means (e.g. TV advertising or sale promotion)
in Polish dairy markets.
Practical implications – Combining the empirical ﬁndings with the facts that previous marketing
activities in Poland are relatively low, and it is now a historic transition for Poland after joining the
homogenous market of Europe, the authors suggest that existing marketers increase the marketing
investment to strengthen brands, gain market share, and build long-term customer relationships.
International marketers also have good opportunities now to enter Polish UHT markets through
intensive marketing campaigns.
Originality/value – This study is the ﬁrst attempt to apply marketing science techniques to
examine the Polish market and the ﬁndings enable both academic researchers and industrial
practitioners to understand this market better and explore its potential business opportunities.
Keywords Milk, Brands, Dairy products, Marketing strategy, European Union, Poland
Paper type Research paper
The dairy sector is an important sector for the Polish economy. Ranked ﬁfth in Europe
and 11th in the world in 2002, Poland is a crucial milk producer for Europe and
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in the EU
International Journal of Emerging
Vol. 3 No. 1, 2008
q Emerald Group Publishing Limited