““No matter how large and enlightened retailers become, they remain generalists, and there are things that are difficult for them to do as well as a manufacturer. In particular, retailers cannot: Always get the quality they want. Advertise specific functions of a brand. Create a strong, emotional brand image. Give a sense of wide choice. Invest in deep understanding of consumer behaviour in all product fields that they operate. The more these factors are important in a product field, the less retailers are able to win mindspace from manufacturer brands. Conversely, in categories where these factors play a small or no role, such as eggs, milk, butter, flour etc., manufacturers have been unable to halt the retail juggernaut.””
