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Marketing Quotes by Greg Thain

84 Marketing quotes by Greg Thain

All Marketing quotes Greg Thain’s page

Retailers often try to improve their image by selling private label brands. The quotes explain how stores use master brand models while manufacturers rely on many product brands. They also note that promotions can drive shoppers to buy more during sales.

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“A marketing orientation is a permanent struggle because competitive initiatives are continually eroding competitive advantages and brand preferences.”

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“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach:…

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“Within the category, what is the optimal combination of brands and formats to cover the maximum buying intentions, and what is the…

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“in order to win more shoppers and boost their takings per shopper, retailers have been investing in store brands that are better…

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“The key to profitability for manufacturers is to make their brands non-substitutable in the eyes of consumers, and the best way of…

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“No brand is totally safe from private labels. Manufacturer brands can only survive by being unique, well branded and backed with real,…

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“For a consumer brand to succeed, it doesn’t just need technical excellence and value; it needs a prolonged superiority in mindspace and…

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“alternating price promotions between major competitors can defend their joint market share against smaller brands (or a retailer’s own brand) who have…

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“Trying to win mindspace from established brands in low-interest product fields simply by communicating to the consumer is a hit-and-miss affair, to…

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“Although private label shoppers benefit from not having to pay for flashy advertising, private labels miss out on a key brand role:…

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“THE LONGEVITY OF product brands, even those having no apparent technological advantage, is a striking characteristic of FMCG markets, as can be…

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“Enrolling card holders gives a retailer the chance to find out more about its customer base (where they live, family composition, family…

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“if management is under pressure to deliver profits in the short term, quick-response promotions are a more attractive investment than design improvements.…

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“Retailers have to generate increased sales in each location to justify the investment, and every manufacturer has to demonstrate how their brands…

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“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of…

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“Technology, variety where appropriate, advertising muscle and consumer understanding are the key benefits for manufacturer brands, and each is highly sensitive to…

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“Manufacturers have one advantage that can never be overcome if used with focus, vigour and investment, and that is innovation. Yogurt, seemingly…

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“But a retailer cannot slice and dice its customers at the brand level (i.e. chain) to the same degree. A retailer who…

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“This shows that price is imperative for all FMCG retailers. They must always do two things well: Be genuinely price competitive on…

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“Manufacturers must seek to widen their distribution and proactively embrace new customers and distribution channels, be it hard discounters such as Aldi,…

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“Following the logic, retailers have to advertise these sub-brands, as presence on the shelf alone is unlikely to give them meaning in…

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“Top brands stayed on top because of the continual investment and commitment of the manufacturers during a time when mass media gave…

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“mature markets are dominated by two phenomena: Product parity: When technological development plateaus, advantages created by technology disappear and competitors produce goods of…

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“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much…

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“Owing to the ever-increasing pressure on space, as retailers continue to extend private label ranges, there is a risk of branded products…

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“In February 2010, Ad Age reported that Wal-Mart had consolidated its stocked range of food bags from three brands, Ziploc, Glad and…

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“This is because the quality and innovation of retailer brands is limited to what they can negotiate from manufacturers. For products that…

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“retailers are developing their own brand equities via impressive private label strategies (see Chapter 9) and will begin seeing brand premiums being…

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“Segmentation of usage occasion can be used within the same brand via differentiated packaging formats. Coca-Cola”

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“Shelfspace, number of facings, position, local promotion, advertising, information from scanning data and choice of new products are all key assets for…

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“One retailer told us that, as a rule of thumb, sales of a brand will be reduced by two-thirds if it is…

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“searching for and investing in non-price differences to promote products: invest in adding value (e.g. advertising) rather than selling pressure (e.g. promotions).”

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“Retailers want brands to be interchangeable and thus substitutable; otherwise, they are weakened in negotiations if the brand is so unique and…

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“Tactical activities that influence consumers at the behavioural level are important for developing mindspace. Promotions”

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“Retailers have much broader target markets than do brands, and need to appeal to all target groups to achieve volume.”

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“Van Schaik, once chairman of Heineken, described his firm as ‘a marketing organisation with production facilities’. What”

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“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.”

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“there is more to building trust than throwing mountains of cash at design companies, advertising agencies and television stations. There”

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“The retailer features them in advertising to generate store traffic, but once the shopper is in the store the retailer has every…

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“retailers use a master brand model, supporting one brand, the chain, whereas manufacturers primarily use a product brand model supporting a wide…

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More by Greg Thain

“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…

“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. However, things…

“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on…

“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…

“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…

“High fixed costs mean that high volumes are an ever-essential objective. One”

“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive and put…

“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…

“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…

“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…

“There are some FMCG categories where retailers are destined to control mindspace. These are the low-technology, low-image, low-novelty areas. Retailers are likely to be…

“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats usually plateaus…

“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to last-minute persuasion. The”

“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of the shopper.…

“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…