“New brands often gain sales through launch promotion, but find that repeat purchases dwindle, not through technical failure but through lack of… — Greg Thain Customer 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 Customer Copy Share Image
“Segmentation is really about meeting some needs very strongly, even at the expense of others, which a retailer cannot afford to do.… — Greg Thain Customer Copy Share Image
“P&G excel at proactively managing their product ranges, as they have a history of divesting commodity-type brands, like Crisco and Oxydol, brands… — Greg Thain Brands 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 Learning Copy Share Image
“A similar situation exists for impulse categories that are mostly only considered if the consumer notices them. This is often the case… — Greg Thain Customer Copy Share Image
“Once sufficient concentration and merging have taken place, the winners hope to be free to establish a more orderly form of competition… — Greg Thain Competition 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 Customer 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 Change Copy Share Image
“retailers can sometimes focus on their competition so much that they are often less astute when buying (i.e. their competitive effort is… — 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
“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
“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
“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
“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
“unlike retailers, who control the store environment, manufacturers have to pay for every opportunity to communicate with their consumers in the minutes… — 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
“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
“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
“For example, the Head & Shoulders shampoo brand is targeted at consumers with dandruff, approximately 20% of the population. Within that 20%,… — Greg Thain Hair 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
“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of… — Greg Thain Fresh Produce Copy Share Image
“some items are difficult for the consumer to stock for very long. Depending on food habits, bread, milk, fruit, salad, vegetables, fish… — Greg Thain Demand 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 Shopping Trips Copy Share Image
“Maximise efficiency by limiting and simplifying the range of products handled: This objective usually works against the other objectives, but limiting customers… — Greg Thain Customer Copy Share Image
“Smaller players, who recognise they cannot call themselves category captains, have to take a different approach. Some of them aim to have… — Greg Thain Customer 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 Consumer Copy Share Image
“Table 5.4 Top 70 branded manufacturers’ turnover vs. profitability average for 2009/2010 Source: Compiled from various company data, annual reports and specialised financial websites.… — Greg Thain Business Copy Share Image
“When Starbucks launched its instant coffee brand in Japan in April 2010, they invited customers to participate in a four-day taste challenge… — Greg Thain Coffee Copy Share Image
“Retailers have four advantages over manufacturers when it comes to influencing consumers: the cost-effectiveness of their branding model, direct contact with shoppers,… — Greg Thain Marketing Copy Share Image
“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally… — Greg Thain Customer Copy Share Image
“De Beers operated a selling cartel for diamonds by using their control of the central selling organisations to manage prices by manipulating… — Greg Thain Supply and demand 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 Customer Copy Share Image
“Selling-oriented retailers can be tough to deal with because they are determined to secure better terms than their quasi-identical competitors. Their biggest… — Greg Thain Biggest fear Copy Share Image
“In October 2011, Heinz UK launched a Facebook promotion where, when someone complained of being ill on their Facebook page, friends could… — Greg Thain Facebook page Copy Share Image
“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see… — Greg Thain Category Copy Share Image
“Perhaps the next information revolution in FMCG will be QR codes, short for ‘quick response’. Whereas the utility of UPC codes is… — Greg Thain Customer Copy Share Image
“These techniques do not create greater value, except in impulse-buy categories such as soft drinks and confectionery, because most of them are… — Greg Thain Customer Copy Share Image
