PSIHOLOGIJA USPJEHA Tanja Jurković i Anita Jurjević

Guest Tanja Jurković i Anita JurjevićHosted by Tanja PuretaMay 3, 2026

Tanja Jurković i Anita Jurjević

About this episode

What you'll hear in this conversation

Small brands often face an uphill battle against retail giants, but what if you could understand the mindset of the very buyers who decide what goes on the shelf? Tanja Jurković and Anita Jurjević spent years on the other side of the negotiating table, working as category managers for major retail chains like Kaufland. Now, they've founded Retail DNA, a firm dedicated to guiding smaller manufacturers through the complex world of product placement, pricing, and long-term retail partnerships. This conversation delves into the often-invisible forces that shape a product's success in big retail. You will walk away with a clearer understanding of how to approach major chains not as a supplicant, but as an equal partner, and why preparation, rather than just a good product, truly makes the difference.

Insights from the conversation

What to take from this episode

Having worked as category managers and buyers for major chains like Kaufland, BP, and Diona, Tanja and Anita were the ones deciding what products made it to the shelves. Their experience illustrates that the most valuable guidance comes from those who have sat on the other side of the negotiating table, understanding the decision-making process firsthand.

Retail DNA helps clients avoid the 'common mistakes or traps' that can delay or derail a product's entry into the market. The true value of expert advice isn't just about finding the right path; it's about proactively avoiding the costly detours and errors that come from inexperience.

The host likens Retail DNA to 'doctors for retail' who 'enter the DNA' of a business. This analogy underscores that effective retail strategy is never generic; it requires a bespoke diagnosis of a product's specific market position, challenges, and opportunities, much like a doctor performing a blood analysis.

Having faced countless suppliers from the 'other side of the negotiating table' with a 'poker face,' Tanja and Anita now teach clients that meetings with large retailers are not a 'subordinate role' but a 'partnership.' A key to successful negotiation is realizing that both sides stand to benefit, which shifts the dynamic from fear to confident collaboration.

Retail DNA conducts 'tailor-made' market analyses, physically scouting shelves, categories, prices, and promotions for each client. This hands-on, granular approach shows that generic market reports only tell you what *is*; a deep, specific analysis reveals what *could be* for your unique product.

The host notes that two people agreeing on an idea and building a business together is 'truly rare,' and the guests confirm their journey began 'quite spontaneously.' The most effective partnerships often don't start with a grand master plan but with a shared understanding and complementary experiences that naturally align.

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