“Relative to manufacturers, retailers have huge fixed costs and miniscule margins: this makes their profits more susceptible to small changes in volume… — 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… — Greg Thain 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 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 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 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 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 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 Copy Share Image
“Smaller players, who recognise they cannot call themselves category captains, have to take a different approach. Some of them aim to have… — Greg Thain Copy Share Image
“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally… — Greg Thain Copy Share Image
“Manufacturers’ allocation of funds between consumer investment and retailer investment continues to swing inexorably towards the retailers, who attract in excess of… — Greg Thain Copy Share Image
“They could see the economic attractiveness of being able to strip out the burgeoning brand-related costs from manufacturer brands and make a… — 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… — Greg Thain Copy Share Image
“A well-planned category will satisfy the largest proportion of shoppers, actualise every potential sale and prompt unplanned purchases. Profits will be affected… — Greg Thain Copy Share Image
“Generics were not created to be a differential advantage against other retailers but to help the retailer control the manufacturer, and they… — Greg Thain Copy Share Image
“Presence elasticity is higher for new products because manufacturers will be spending fortunes to encourage trial, and the interest and satisfaction that… — Greg Thain Copy Share Image
“The retail name is seen as one brand with extensions in many fields. There may be a linking theme across products, often… — Greg Thain 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 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 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 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 Copy Share Image
“In February 2010, Ad Age reported that Wal-Mart had consolidated its stocked range of food bags from three brands, Ziploc, Glad and… — Greg Thain Copy Share Image
“Top brands stayed on top because of the continual investment and commitment of the manufacturers during a time when mass media gave… — Greg Thain Copy Share Image
“Following the logic, retailers have to advertise these sub-brands, as presence on the shelf alone is unlikely to give them meaning in… — Greg Thain 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 Copy Share Image
“Based on our research, anything less than 1000 SKUs or more than 40 000 in a store can present more negatives than positives… — Greg Thain 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 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 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 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 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 Copy Share Image
“A short-cut to building mindspace is to buy the rights to a brand, or to buy a company that owns established brands.… — Greg Thain Copy Share Image
“Generics would only come in one size and variant, never be promoted through price or displays and thus would not account for… — Greg Thain Copy Share Image
“The manufacturers’ old branding tools are now insufficient to win the battle of the value chain. In order to develop new, more… — Greg Thain Copy Share Image
“The key to a competitive edge in a market-oriented industry is to understand consumers’ buying decisions better than the competition, and to… — Greg Thain Copy Share Image
“For a consumer brand to succeed, it doesn’t just need technical excellence and value; it needs a prolonged superiority in mindspace and… — Greg Thain Copy Share Image
“Tesco’s success depends on their ability to replace manufacturer brands with their brands, which they have already achieved on 50% of their… — Greg Thain Copy Share Image
“Any manufacturer hoping to gain influence with a retailer needs to thoroughly understand the retailers’ never-ending battle for differential advantage.” — Greg Thain Copy Share Image
“No brand is totally safe from private labels. Manufacturer brands can only survive by being unique, well branded and backed with real,… — 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.… — 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
