Goals Quote by Greg Thain

“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally and internationally.…

— Greg Thain

“The retailer is interested in the consumers’ behaviour in each of the two or three hundred categories it offers, but owing to a lack…

— Greg Thain

“Category captains are recognised by retailers as having the greatest knowledge of consumer behaviour and mechanics in a category, and usually will have the…

— Greg Thain

“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see the market…

— Greg Thain

“The ideal category offers alternatives in all major segments, covers a range of price points and optimises impulse buying. Since retailers focus on categories,…

— Greg Thain

“Within the category, what is the optimal combination of brands and formats to cover the maximum buying intentions, and what is the optimal price…

— Greg Thain

“Understanding consumer attitudes and behaviour in a category is an asset of the manufacturer and a source of power in the battle for mindspace,…

— Greg Thain

“Segmentation: Retailers cannot segment consumers to the degree that manufacturers do and, as a consequence, must favour broader rather than pointed positionings.”

— Greg Thain

Businesses want to think in terms of categories. Consumers want us to think in terms of their needs.

— Clayton Christensen

“Smaller players, who recognise they cannot call themselves category captains, have to take a different approach. Some of them aim to have preferred supplier…

— Greg Thain

“gaining shelfspace has become a more strategic challenge for manufacturers. Shelfspace has to be won by planning product offerings to satisfy not just consumers’…

— Greg Thain

“While much has changed over time in the relationship between retailers and manufacturers, one thing that has not changed is that they are very…

— Greg Thain