“it is not unusual for retailers to get more upset than the manufacturer anticipated. According” — Greg Thain Customer Copy Share Image
“It was mindspace and shelfspace that prompted Kraft to pay $18.9 billion for Cadbury in January 2010. Kraft” — Greg Thain Customer Copy Share Image
“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.” — Greg Thain Marketing 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 Customer Copy Share Image
“Van Schaik, once chairman of Heineken, described his firm as ‘a marketing organisation with production facilities’. What” — Greg Thain Marketing Copy Share Image
“Tactical activities that influence consumers at the behavioural level are important for developing mindspace. Promotions” — Greg Thain Customer 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 Marketing Copy Share Image
“One of the big strategic advantages of manufacturers outsourcing production is that they are not as vulnerable to fixed-cost pressures to fill… — Greg Thain Outsourcing Copy Share Image
“P&G, Mars, Kellogg’s, Gillette and Coca-Cola all refuse private label contracts, while, on the other hand, Unilever, PepsiCo, Nestlé, Heinz, Playtex, Ralston… — Greg Thain Customer Copy Share Image
“A marketing orientation is a permanent struggle because competitive initiatives are continually eroding competitive advantages and brand preferences.” — Greg Thain Competitive advantage 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
“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
“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
“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
“In addition to price and terms of payment, the retailer faces a number of non-price costs. All the actions from loading delivery… — Greg Thain Customer Copy Share Image
“Retailers have to generate increased sales in each location to justify the investment, and every manufacturer has to demonstrate how their brands… — Greg Thain Customer Copy Share Image
“if management is under pressure to deliver profits in the short term, quick-response promotions are a more attractive investment than design improvements.… — Greg Thain Customer Copy Share Image
“Enrolling card holders gives a retailer the chance to find out more about its customer base (where they live, family composition, family… — Greg Thain Customer Copy Share Image
“Although private label shoppers benefit from not having to pay for flashy advertising, private labels miss out on a key brand role:… — Greg Thain Customer 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 Customer Copy Share Image
“Two brands of toothpaste can sell alongside each other on a shelf, and consolidating them into one brand would make few savings… — Greg Thain Customer Copy Share Image
“While a manufacturer may be tempted to fund price reductions demanded by a hard discounter as the increased volume would cover their… — Greg Thain Customer Copy Share Image
“American brewer Schlitz was a highly successful brand of beer in the United States, but it saw its sales tumble from 18… — Greg Thain Cost savings 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 Bottom line 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 Customer 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 Customer Copy Share Image
“In the 1980s, Woolworths in the United Kingdom had major cost and thus selling price disadvantages compared to the ‘selling’ retailers who… — Greg Thain Customer Copy Share Image
“Another approach is to become category lieutenants. This is where a smaller supplier looks to complement the category captain by providing niche… — Greg Thain Customer Copy Share Image
“In retailing, more is (mostly) seen as better. Competition is fiercest on the most basic grocery items: some 400 lines, which in… — Greg Thain Customer Copy Share Image
“With such thin margins, profits turn to losses if the retailer loses control of costs by even one or two percentage points.… — 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
“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 Advantages Copy Share Image
“But all good things must come to an end. Once there is supermarket or hypermarket saturation, profitable growth via the discounter strategy… — Greg Thain Good thing 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
“Retailers, who once sold their assets for money, are now only willing to grant them to manufacturers who have something unique to… — Greg Thain Money Copy Share Image
“The golden age of discount retailing, where developing a store in a well-chosen location was a formula for printing money, has come… — Greg Thain Golden age Copy Share Image
“alternating price promotions between major competitors can defend their joint market share against smaller brands (or a retailer’s own brand) who have… — Greg Thain Customer Copy Share Image
“Developing fresh foods as a differential advantage is important for two reasons. First, fresh products increase the frequency of store visits, as… — Greg Thain Food 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 Business 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 Customer Copy Share Image
