“Retail competitors face each other with similar offerings of similar stores selling similar products at similar prices. Since” — Greg Thain 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
“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
“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
“The retailers’ discounter strategy is most successful and appropriate when there is share to be taken from smaller, less efficient competitors. Sam” — Greg Thain 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
“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
“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 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
“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
“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
“Procter & Gamble, America’s largest FMCG company, announced the acquisition of Gillette. Both companies had decades of success developing technologically advanced products… — Greg Thain Business Copy Share Image
“This shows that price is imperative for all FMCG retailers. They must always do two things well: Be genuinely price competitive on… — Greg Thain Customer Copy Share Image
“The retail name is seen as one brand with extensions in many fields. There may be a linking theme across products, often… — Greg Thain Branding Copy Share Image
“In simple terms, the trade start buying the product on discount to hold in stock for future sale at a higher margin… — Greg Thain Investing Copy Share Image
“The retailer is interested in the consumers’ behaviour in each of the two or three hundred categories it offers, but owing to… — Greg Thain Brand loyalty Copy Share Image
“The sales potential of generics was always going to be limited by their poor quality – imagined or real – when compared… — Greg Thain Customer Copy Share Image
“No matter how large and enlightened retailers become, they remain generalists, and there are things that are difficult for them to do… — Greg Thain Customer Copy Share Image
“gaining shelfspace has become a more strategic challenge for manufacturers. Shelfspace has to be won by planning product offerings to satisfy not… — Greg Thain Customer Copy Share Image
“Despite the recession in 2008, Tesco increased their advertising spend by 18.8% to $125 million, and they weren’t alone. Asda increased theirs… — Greg Thain 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
“there is more to building trust than throwing mountains of cash at design companies, advertising agencies and television stations. There” — Greg Thain Advertising agencies Copy Share Image
“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive… — Greg Thain Customer Copy Share Image
“Relative to manufacturers, retailers have huge fixed costs and miniscule margins: this makes their profits more susceptible to small changes in volume… — Greg Thain Customer Copy Share Image
“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate… — Greg Thain Customer Copy Share Image
“The retailer features them in advertising to generate store traffic, but once the shopper is in the store the retailer has every… — Greg Thain Customer 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 Customer Copy Share Image
“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving… — Greg Thain Copy Share Image
“Tesco’s Clubcard, which we shall discuss in more detail later, enabled Tesco to identify over 5000 customer needs segments with each receiving… — Greg Thain Customer Copy Share Image
“shelfspace was also a powerful generator of mindspace. Seeing a product regularly increased its presence in consumers’ minds, and improved its image… — Greg Thain Customer Copy Share Image
“Segmentation: Retailers cannot segment consumers to the degree that manufacturers do and, as a consequence, must favour broader rather than pointed positionings.” — Greg Thain Customer Copy Share Image
“Retailers are more vulnerable than manufacturers to small changes in volume because it adversely affects their asset turnover, which is a much… — Greg Thain Customer Copy Share Image
“With the exception of hard discounters, retailers have to cultivate a mainstream brand proposition for their chains; they have to be attractive… — Greg Thain Customer Copy Share Image
“Everyone, including Gillette, was surprised when their strategy to de-commoditise shaving worked, turning millions of men from Bic disposables back to high-quality,… — Greg Thain Copy Share Image
“A store specialising in fresh perishable items that the shopper cannot stock up on at home will generate more frequent visits and… — Greg Thain Copy Share Image
“Once an expectation of promotions is established, retailers are motivated to buy as much of their turnover as possible during promotions, often… — Greg Thain Customer Copy Share Image
“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to… — Greg Thain Customer Copy Share Image
