Customer Quote by Greg Thain
““Manufacturers’ allocation of funds between consumer investment and retailer investment continues to swing inexorably towards the retailers, who attract in excess of 20% of a typical FMCG manufacturer’s net sales value, compared to 5% spent on advertising. Cost-cutting””
About This Quote
Source Report: Industry Analysis, 2020
Manufacturers increasingly favor retailer investment over consumer advertising, shifting spend toward retail channels.
In simple terms: Manufacturers spend more on retailers than ads.
Key Takeaway
Balance retailer and consumer investment strategically.
Themes
marketing strategy
budget allocation
retail dynamics
Mood
analytical
critical
Type
strategic
informative
When to use this quote
- budget planning
- campaign design
- retail partnership negotiations
Key Concepts
consumer behavior
advertising ROI
channel economics
Questions to Reflect On
- Is the current spend ratio sustainable?
- How can brands strengthen direct consumer connections?
A Different Perspective
Overemphasis on retail can neglect brand awareness among consumers.
