“Retailers have much broader target markets than do brands, and need to appeal to all target groups to achieve volume.” — Greg Thain Copy Share Image
“Tactical activities that influence consumers at the behavioural level are important for developing mindspace. Promotions” — Greg Thain Copy Share Image
“it is not unusual for retailers to get more upset than the manufacturer anticipated. According” — Greg Thain Copy Share Image
“It was mindspace and shelfspace that prompted Kraft to pay $18.9 billion for Cadbury in January 2010. Kraft” — Greg Thain Copy Share Image
“To win, manufacturers must offer more value, in the eyes of the retail customer, than their competitors do. To” — Greg Thain Copy Share Image
“Mindspace and shelfspace are crucial sources of sustainable advantage, not least because they take so long to build.” — Greg Thain Copy Share Image
“Segmentation of usage occasion can be used within the same brand via differentiated packaging formats. Coca-Cola” — Greg Thain Copy Share Image
“To a greater extent than before, the retailer has to use skill and judgement to allocate scarce shelfspace.” — Greg Thain Copy Share Image
“Since the retailers have the data, and since both benefit from its analysis, but only the manufacturer has the specialisation to make… — Greg Thain Copy Share Image
“Marketing support: Marketing targeted at the consumer is likely to improve rotation, and may affect margins. This is why promotional support directed… — Greg Thain Copy Share Image
“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to… — Greg Thain Copy Share Image
“Once an expectation of promotions is established, retailers are motivated to buy as much of their turnover as possible during promotions, often… — Greg Thain Copy Share Image
“With the exception of hard discounters, retailers have to cultivate a mainstream brand proposition for their chains; they have to be attractive… — Greg Thain Copy Share Image
“Retailers are more vulnerable than manufacturers to small changes in volume because it adversely affects their asset turnover, which is a much… — Greg Thain Copy Share Image
“shelfspace was also a powerful generator of mindspace. Seeing a product regularly increased its presence in consumers’ minds, and improved its image… — Greg Thain Copy Share Image
“Segmentation: Retailers cannot segment consumers to the degree that manufacturers do and, as a consequence, must favour broader rather than pointed positionings.” — Greg Thain Copy Share Image
“In the United States, on average, nearly 80% of new product introductions fail to generate more than $7.5 million in first-year sales,… — Greg Thain Copy Share Image
“Selling-oriented retailers can be tough to deal with because they are determined to secure better terms than their quasi-identical competitors. Their biggest… — Greg Thain Copy Share Image
“Perhaps the next information revolution in FMCG will be QR codes, short for ‘quick response’. Whereas the utility of UPC codes is… — Greg Thain Copy Share Image
“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see… — Greg Thain Copy Share Image
“These techniques do not create greater value, except in impulse-buy categories such as soft drinks and confectionery, because most of them are… — Greg Thain Copy Share Image
“Retail brands are just as vulnerable as product brands to a loss of trust based on, for example, a major product quality… — Greg Thain Copy Share Image
“Cullen’s model of selling top brands at cost then morphed into their being sold as loss-leaders, owing to the inexorable need to… — Greg Thain Copy Share Image
“Maximise efficiency by limiting and simplifying the range of products handled: This objective usually works against the other objectives, but limiting customers… — Greg Thain 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 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 Copy Share Image
“retailers can sometimes focus on their competition so much that they are often less astute when buying (i.e. their competitive effort is… — Greg Thain Copy Share Image
“This is because the quality and innovation of retailer brands is limited to what they can negotiate from manufacturers. For products that… — Greg Thain Copy Share Image
“gaining shelfspace has become a more strategic challenge for manufacturers. Shelfspace has to be won by planning product offerings to satisfy not… — Greg Thain Copy Share Image
“No matter how large and enlightened retailers become, they remain generalists, and there are things that are difficult for them to do… — Greg Thain Copy Share Image
“The sales potential of generics was always going to be limited by their poor quality – imagined or real – when compared… — Greg Thain Copy Share Image
“The retailer is interested in the consumers’ behaviour in each of the two or three hundred categories it offers, but owing to… — Greg Thain Copy Share Image
“This is because the quality and innovation of retailer brands is limited to what they can negotiate from manufacturers. For products that… — Greg Thain Copy Share Image
“Owing to the ever-increasing pressure on space, as retailers continue to extend private label ranges, there is a risk of branded products… — Greg Thain Copy Share Image
“This makes image a problem for retailers, owing to the broad positioning they must adopt. To” — Greg Thain Copy Share Image
“Tesco’s Clubcard, which we shall discuss in more detail later, enabled Tesco to identify over 5000 customer needs segments with each receiving… — Greg Thain Copy Share Image
“The fact that it worked is a reminder of manufacturers’ power to add value to their markets in a way that retailers… — Greg Thain Copy Share Image
“The retailer features them in advertising to generate store traffic, but once the shopper is in the store the retailer has every… — Greg Thain Copy Share Image
“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate… — Greg Thain Copy Share Image
“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… — Greg Thain 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. However, things… — Greg Thain Copy Share Image
“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on… — Greg Thain Copy Share Image
“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second… — Greg Thain Copy Share Image
“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending… — Greg Thain Copy Share Image
“High fixed costs mean that high volumes are an ever-essential objective. One” — Greg Thain Copy Share Image
“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… — Greg Thain 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, launched a… — Greg Thain Copy Share Image
“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and… — Greg Thain Copy Share Image
“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness… — Greg Thain Copy Share Image
“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… — Greg Thain Copy Share Image
“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… — Greg Thain Copy Share Image
