“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 Marketing Copy Share Image
“Marketing support: Marketing targeted at the consumer is likely to improve rotation, and may affect margins. This is why promotional support directed… — Greg Thain Marketing 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 Marketing Copy Share Image
“Owing to the ever-increasing pressure on space, as retailers continue to extend private label ranges, there is a risk of branded products… — Greg Thain Marketing Copy Share Image
“The fact that it worked is a reminder of manufacturers’ power to add value to their markets in a way that retailers… — Greg Thain Investing Copy Share Image
“Price-matching tactics can also curb the price-cutting zeal of the competition and restore order and profits. In one example, Big Star, a… — Greg Thain Copy Share Image
“They need to rediscover what made them successful in the first place: consumer insight, customer knowledge, innovation and brand-building. The adoption of… — Greg Thain First place Copy Share Image
“Within the category, what is the optimal combination of brands and formats to cover the maximum buying intentions, and what is the… — Greg Thain Marketing Copy Share Image
“Novelty implies risk and therefore demands high margins, which does not fit with the retailer’s value proposition. And” — Greg Thain Copy Share Image
“even if shopping trips are not planned, most consumers will shop in a habitual fashion. They will predominantly follow a regular route… — Greg Thain Copy Share Image
“Role of quality: The quality of the shopping experience provides weaker differential advantages than quality can bring to product brands, but it can… — Greg Thain Marketing Copy Share Image
“To win, manufacturers must offer more value, in the eyes of the retail customer, than their competitors do. To” — Greg Thain 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 Marketing Copy Share Image
“This makes image a problem for retailers, owing to the broad positioning they must adopt. To” — 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 Learning 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 Marketing Copy Share Image
“Tactical activities that influence consumers at the behavioural level are important for developing mindspace. Promotions” — Greg Thain Marketing 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 the United States, on average, nearly 80% of new product introductions fail to generate more than $7.5 million in first-year sales,… — 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 Marketing 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 Marketing Copy Share Image
“The number of facings, depth of inventory, position compared to flow of traffic and the position within the store affect the amount… — Greg Thain 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 Marketing 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
“The premium private label strategy is only possible when manufacturers have allowed a quality–value gap to open. This happens when manufacturers’ either… — Greg Thain Marketing Copy Share Image
