“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to… — 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… — 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
“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much… — Greg Thain Copy Share Image
“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of… — Greg Thain 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 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 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
“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach:… — Greg Thain Copy Share Image
“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… — 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
“in order to win more shoppers and boost their takings per shopper, retailers have been investing in store brands that are better… — 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
“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
“Selling strategies by retailers are not all bad news for manufacturers. Discounting big brands makes them exceptionally good value and, when advertised… — 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
“Technology, variety where appropriate, advertising muscle and consumer understanding are the key benefits for manufacturer brands, and each is highly sensitive to… — 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
“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
“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.” — 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 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
“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
“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
“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
“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
