“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 Customer 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 Branding 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 Customer 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 Customer Copy Share Image
“overcapacity eventually destroys profits as manufacturers are more likely to make marginal cost-based decisions to regain volume.” — Greg Thain Marginal Cost 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 Customer 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 Customer 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… — Greg Thain Aims Copy Share Image
“Of the Top Most Valued Brands in 2011, Coca-Cola and Marlboro were 6th and 8th, with their brands valued at $73.8 billion… — Greg Thain Happiness 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 Customer Copy Share Image
“The ideal category offers alternatives in all major segments, covers a range of price points and optimises impulse buying. Since retailers focus… — Greg Thain Customer Copy Share Image
“Copycats target the biggest brands. Unilever’s Lipton Yellow Label tea is the most popular brand in the world, with a 15% market… — Greg Thain Customer Copy Share Image
“The aim is to find socially and legally acceptable ways of allowing price-sensitive shoppers to pay less, while leaving the less-price-sensitive customers… — Greg Thain Customer 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 Customer 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 Bad news Copy Share Image
“Category captains are recognised by retailers as having the greatest knowledge of consumer behaviour and mechanics in a category, and usually will… — Greg Thain Customer Copy Share Image
“Brand Category Year of launch Schweppes Soft drinks 1783 Cadbury Chocolate 1831 Budweiser Beer 1876 Coca-Cola Soft drinks 1886 Heineken Beer 1886… — Greg Thain Brand 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,… — Greg Thain North america 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 Branding 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 Customer 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 Customer 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 Customer Copy Share Image
“share. The company’s stock price immediately fell by 26% as the move was widely hailed as a disaster for premium brands. But it was… — Greg Thain Business 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 Customer 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 Customer 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 Customer 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 Art 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 Customer 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 Customer 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 Customer Copy Share Image
“Their CEO at the time remarked, ‘When you begin to take for granted that you can just execute, you become a little… — Greg Thain Careless 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 Advertising 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 Customer Copy Share Image
“Store values/ambiance per se cannot provide a sustainable advantage, as copying is relatively easy. But if a player commits to stay ahead… — Greg Thain Advantage 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 Customer 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 Business 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 Customer 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 Customer 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 Customer Copy Share Image
“Total global trade spend is now estimated to be over $125 billion, well above the total profits of the major retailers, and… — Greg Thain Global Trade Copy Share Image
