Customer Quote by Greg Thain

“The common approach for manufacturers to the art of segmentation is to slice and dice a large target market into subgroups of homogeneous consumer…

— Greg Thain

“Using flawed segmentation schemes, they often introduce products that customers don’t want, because they aim at a target that is irrelevant to what customers…

— Clayton M. Christensen

“Thirty thousand new consumer products hit store shelves each year. Ninety percent of them fail. Why? We’re using misguided market-segmentation practices. For instance, we…

— Harvard Business School Press

“Segmentation is really about meeting some needs very strongly, even at the expense of others, which a retailer cannot afford to do. For example,…

— Greg Thain

“To get the most benefit from a segmentation strategy, marketers must focus on why consumers buy, not what they buy or who they are.…

— Greg Thain

“But a retailer cannot slice and dice its customers at the brand level (i.e. chain) to the same degree. A retailer who seeks to…

— Greg Thain

“This makes image a problem for retailers, owing to the broad positioning they must adopt. To”

— Greg Thain

“Retailers have much broader target markets than do brands, and need to appeal to all target groups to achieve volume.”

— Greg Thain

“A manufacturer taking a category-based view understands the role of the category within different chains and store formats, as different retailers have different category…

— Greg Thain

“Relative to manufacturers, retailers have huge fixed costs and miniscule margins: this makes their profits more susceptible to small changes in volume and pricing,…

— Greg Thain

“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…

— Greg Thain

“The key to a competitive edge in a market-oriented industry is to understand consumers’ buying decisions better than the competition, and to strive continually…

— Greg Thain