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Learning Quote by Greg Thain

“The manufacturers’ old branding tools are now insufficient to win the battle of the value chain. In order to develop new, more effective approaches, a much deeper understanding of the modern retailer is needed than has hitherto been the case.” quote by Greg Thain — Download Open image

““The manufacturers’ old branding tools are now insufficient to win the battle of the value chain. In order to develop new, more effective approaches, a much deeper understanding of the modern retailer is needed than has hitherto been the case.””

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Learning Marketing War

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

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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…

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“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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