“But all good things must come to an end. Once there is supermarket or hypermarket saturation, profitable growth via the discounter strategy… — Greg Thain Copy Share Image
“retailers are developing their own brand equities via impressive private label strategies (see Chapter 9) and will begin seeing brand premiums being… — Greg Thain Customer Copy Share Image
“These four advantages (brand model, direct consumer contact, control of marketing-mix variables and information) mean that once retailers decide to challenge the… — Greg Thain Copy Share Image
“in 2011, when a magnitude 9.0 earthquake devastated large areas of Japan, prices for items like bottled water stayed the same after… — Greg Thain Bottled water Copy Share Image
“For example, a supermarket may sell a branded version of a commodity like milk at a 2–3% margin but, by buying competitively… — Greg Thain Customer Copy Share Image
“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position.… — Greg Thain Customer Copy Share Image
“retailers are afraid of delisting manufacturers’ brands, or at least the brands they perceive contribute to their store traffic, transaction size or… — Greg Thain Bottom line Copy Share Image
“Many companies use massive sampling at the launch of a product: sampling leads to use, which leads to mindspace. This tool is… — Greg Thain Customer Copy Share Image
“P&G excel at proactively managing their product ranges, as they have a history of divesting commodity-type brands, like Crisco and Oxydol, brands… — Greg Thain Copy Share Image
“Segmentation is really about meeting some needs very strongly, even at the expense of others, which a retailer cannot afford to do.… — Greg Thain Customer Copy Share Image
“retailers use a master brand model, supporting one brand, the chain, whereas manufacturers primarily use a product brand model supporting a wide… — Greg Thain Customer Copy Share Image
“Once sufficient concentration and merging have taken place, the winners hope to be free to establish a more orderly form of competition… — Greg Thain Competition Copy Share Image
“A similar situation exists for impulse categories that are mostly only considered if the consumer notices them. This is often the case… — Greg Thain Customer Copy Share Image
“New brands often gain sales through launch promotion, but find that repeat purchases dwindle, not through technical failure but through lack of… — Greg Thain Customer Copy Share Image
“Procter & Gamble, America’s largest FMCG company, announced the acquisition of Gillette. Both companies had decades of success developing technologically advanced products… — Greg Thain Business Copy Share Image
“Price plays a larger role in the positioning of stores than it does in the positioning of brands. Price rarely provides a… — Greg Thain Customer Copy Share Image
“What they didn’t own was the mindspace and shelfspace Cadbury had painstakingly built up over 180 years, especially in emerging markets like… — Greg Thain Customer Copy Share Image
“If competitors are determined to grow in a static market, they may start to break the orderly market rules. Producing copies of rivals’… — Greg Thain Customer Copy Share Image
“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers,… — Greg Thain North america Copy Share Image
“Consumers can now scan the code on the product when they are running low, and it will be ordered and delivered within… — Greg Thain Customer Copy Share Image
“only manufacturers can pursue a more specific type of branding where they discover new consumer wants, satisfy them with a functionally or… — Greg Thain Branding Copy Share Image
“Brand Category Year of launch Schweppes Soft drinks 1783 Cadbury Chocolate 1831 Budweiser Beer 1876 Coca-Cola Soft drinks 1886 Heineken Beer 1886… — Greg Thain Copy Share Image
“shoppers were choosing on the basis of price alone – the brands were completely substitutable. To escape this death spiral, P&G decided… — Greg Thain Blonde hair Copy Share Image
“Two changes have weakened manufacturers’ hold over shelfspace. Independent stores, who were heavily influenced by the manufacturers, have declined dramatically in the… — Greg Thain Change Copy Share Image
“In contrast, a manufacturer will usually make better margins on its biggest products and be constantly looking to rationalise its tail of… — Greg Thain Customer Copy Share Image
“Total global trade spend is now estimated to be over $125 billion, well above the total profits of the major retailers, and… — Greg Thain Copy Share Image
“A manufacturer taking a category-based view understands the role of the category within different chains and store formats, as different retailers have… — Greg Thain Customer Copy Share Image
“The benefit of the retailer master brand model is that $202 million is a colossal amount of advertising for one brand in… — Greg Thain Customer Copy Share Image
“Shelfspace, number of facings, position, local promotion, advertising, information from scanning data and choice of new products are all key assets for… — Greg Thain Customer Copy Share Image
“One retailer told us that, as a rule of thumb, sales of a brand will be reduced by two-thirds if it is… — Greg Thain Customer Copy Share Image
“If you want to open a car repair business, you can build awareness and trust through local advertising and word of mouth,… — Greg Thain Business Copy Share Image
“Store values/ambiance per se cannot provide a sustainable advantage, as copying is relatively easy. But if a player commits to stay ahead… — Greg Thain Advantage Copy Share Image
“Their CEO at the time remarked, ‘When you begin to take for granted that you can just execute, you become a little… — Greg Thain Copy Share Image
“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).” — Greg Thain Advertising Copy Share Image
“FMCG manufacturers have long been preoccupied with the need to control shelfspace, because in-store presence is critical for low-value purchases, and” — Greg Thain Customer Copy Share Image
“To get the most benefit from a segmentation strategy, marketers must focus on why consumers buy, not what they buy or who… — Greg Thain Customer Copy Share Image
“Where the shopper’s appetite for variety, choice and novelty are greater, the specialisation of manufacturers into product categories gives them the critical… — Greg Thain Customer Copy Share Image
“Understanding consumer attitudes and behaviour in a category is an asset of the manufacturer and a source of power in the battle… — Greg Thain Customer Copy Share Image
“Retailers want brands to be interchangeable and thus substitutable; otherwise, they are weakened in negotiations if the brand is so unique and… — Greg Thain Customer Copy Share Image
“The common approach for manufacturers to the art of segmentation is to slice and dice a large target market into subgroups of… — Greg Thain Art Copy Share Image
