Marketing Quote by 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

“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

“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

“A well-planned category will satisfy the largest proportion of shoppers, actualise every potential sale and prompt unplanned purchases. Profits will be affected by the…

— Greg Thain

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or…

— Al Ries

“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

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

— Clayton Christensen

“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

“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

Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes…

— Simon Mainwaring

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

— 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