“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
“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
“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
“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
“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
“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
“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats… — Greg Thain Customer 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 Customer Copy Share Image
“Manufacturers’ allocation of funds between consumer investment and retailer investment continues to swing inexorably towards the retailers, who attract in excess of… — Greg Thain Customer 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 Customer Copy Share Image
“When a manufacturer has supply issues and leaves a retailer out of stock, the impact on the retailer is greater than it… — Greg Thain Customer 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
“A retailer facing competition from hard discounters or Wal-Mart cannot afford to lose their price-sensitive shoppers, because, as we saw in Chapter… — Greg Thain Small changes Copy Share Image
“Companies can also rent or buy equities that exist in consumers’ minds. Donald Trump no longer significantly invests in constructing new buildings,… — Greg Thain Psychology 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 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
“mature markets are dominated by two phenomena: Product parity: When technological development plateaus, advantages created by technology disappear and competitors produce goods of… — Greg Thain Computers Copy Share Image
“Safeway developed a successful campaign in the United States to grow sales from light shoppers and increase sales from heavy shoppers. They… — Greg Thain Customer Copy Share Image
“A weak competitor may resort to dropping prices because it is the only available action for increasing its volume in the short… — Greg Thain Customer Copy Share Image
“Manufacturers have one advantage that can never be overcome if used with focus, vigour and investment, and that is innovation. Yogurt, seemingly… — Greg Thain Customer Copy Share Image
“RETAILERS KNOW THEIR shelfspace is a valuable resource. But this is a recent discovery; in the past, they gave it away, then… — Greg Thain Customer 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… — Greg Thain Consolidation 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
“THE LONGEVITY OF product brands, even those having no apparent technological advantage, is a striking characteristic of FMCG markets, as can be… — Greg Thain Investing 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
“The retailers’ discounter strategy is most successful and appropriate when there is share to be taken from smaller, less efficient competitors. Sam” — Greg Thain Discounter Strategy Copy Share Image
“Successful brand management depends on a continually updated understanding of consumers’ needs and wants in a product category. This” — Greg Thain Consumers 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
“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
“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
“Retail competitors face each other with similar offerings of similar stores selling similar products at similar prices. Since” — Greg Thain Competitors Copy Share Image
“The key to profitability for manufacturers is to make their brands non-substitutable in the eyes of consumers, and the best way of… — Greg Thain Customer 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 Customer 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 Customer Copy Share Image
“The cost of non-listing depends on what the customer will do if a brand is not in stock, either because of a… — Greg Thain Customer Copy Share Image
“Presence elasticity is higher for new products because manufacturers will be spending fortunes to encourage trial, and the interest and satisfaction that… — Greg Thain Customer Copy Share Image
“Generics were not created to be a differential advantage against other retailers but to help the retailer control the manufacturer, and they… — Greg Thain Customer Copy Share Image
