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Marketing Quote by Greg Thain

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““No brand is totally safe from private labels. Manufacturer brands can only survive by being unique, well branded and backed with real, fast innovations.””

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More by Greg Thain

“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…

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“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. However, things…

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“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on serving the variety of wants. In 1975, Carrefour became the first foreign retailer in Brazil. Through a period of aggressive mergers and acquisitions, they increased their market share and forced smaller competitors to leave or consolidate.…

“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second in importance to direct profits. As stores now segment their shoppers into groups relevant to their marketing effort (e.g. irregular stock-up shopper), manufacturers need to show how their presence, or their marketing activity, might matter to…

“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…

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“High fixed costs mean that high volumes are an ever-essential objective. One”

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“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive and put…

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“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…

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“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…

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“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness levels. Thus, there is much more fluidity in retail branding, with old names being quick to disappear once a better/stronger player muscles in. Retailers hope that, as they develop multi-format strategies and are now the largest…

“There are some FMCG categories where retailers are destined to control mindspace. These are the low-technology, low-image, low-novelty areas. Retailers are likely to be…

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“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats usually plateaus…

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Explore all 206 Greg Thain quotes

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It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't mean you know anything about marketing. Or layout. Or editing. Or publicity. Or selling your books for foreign markets.Everyone can point to a few examples of people that have done very well for themselves self-publishing. But…

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If I had my brothers I think with just a little bit of the correct marketing, I'd like to be almost exclusively in small…

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With every product, the delta between the brand and the reality determines its power over the minds of consumers, and with Trump, that delta…

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The worst advice? 'Don't listen to the critics.' I think that you really ought to listen to the critics, because sometimes they're telling you…

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“In the innovation age customer experience is key. Your impression defines their expression”

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Someone else who liked what I did might turn around and say, "She's reworking and rethinking everything. She could just be making blankets now, and be a lot wealthier." I'm actually making it difficult for myself. I wouldn't call it re-branding. If I get bored with my work, then other people will - it's that simple. And I'm not gonna…

One of the most abused country on earth is Mexico. The marketing spills over the border, and people are persuaded to eat food that's bad for them, more in rich countries than in poor ones. I was traveling the world. What really struck me was the way we engage with food - how it's a global phenomenon - the world…

“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”

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Eventually the consumer will come to appreciate the editorial point of view of every different brand. User-generated content without editorial oversight will simply be…

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The next evolution of content marketing is not more content; it's better distribution.

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Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.

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