“High fixed costs mean that high volumes are an ever-essential objective. One” — 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
“When trade and consumer marketing conflict, trade will often ‘win’ (especially towards the end of the financial year) because its effects are… — Greg Thain Copy Share Image
“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
“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
“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
“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
“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
