--- title: "Meaning & Key Takeaway of: manufacturers do play a role in category…" description: "\"“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationall..." image: "https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg" --- # manufacturers do play a role in category planning because… ![“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally and internationally. They have the critical mass to make it worthwhile to conduct research on different segments and in-store buying behaviour. In…” quote by Greg Thain](https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg) [Download](https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg) [Open image](https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg) > ““manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally and internationally. They have the critical mass to make it worthwhile to conduct research on different segments and in-store buying behaviour. In particular, it is worthwhile for a manufacturer to analyse the retailer’s scanner data for the category, even when it is not economic for the retailer to do so for each of its many categories.”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Manufacturers should leverage their broad data to inform category planning and support retailers, even when retailers lack resources. **In simple terms:** Use manufacturer data to help retailers understand categories. Key Takeaway Share insights for mutual benefit. Themes collaboration data‑driven decision making retail strategy manufacturer‑retailer relations category management Mood analytical strategic Type insight guidance When to use this quote - product development - category planning - retail strategy - marketing analytics Key Concepts big data analytics supply chain consumer behavior market research Questions to Reflect On - What data can manufacturers share that retailers cannot collect? - How to ensure data privacy while sharing insights? A Different Perspective Manufacturers may lack deep local market nuance despite broad data. ★ ★ ★ ★ ★ No ratings yet [Customer](https://sms4smile.com/quotes/about/customer/) ## Related quotes > [“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…](https://sms4smile.com/quotes/greg-thain/a-well-planned-category-will-satisfy-the-largest-proportion-of/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“This is because the quality and innovation of retailer brands is limited to what they can negotiate from manufacturers. For products that are technologically…](https://sms4smile.com/quotes/greg-thain/this-is-because-the-quality-and-innovation-of-retailer-brands-is/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“While much has changed over time in the relationship between retailers and manufacturers, one thing that has not changed is that they are very…](https://sms4smile.com/quotes/greg-thain/while-much-has-changed-over-time-in-the-relationship-between/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [Manufacturers are making products kosher to get in on that market, plus more people are looking for kosher.](https://sms4smile.com/quotes/larry-miller/manufacturers-are-making-products-kosher-to-get-in-on-that-market/) Larry Miller > [Caterpillar is the world's leading manufacturer of construction equipment, so of course we want contractors to choose our equipment for projects. But our immediate…](https://sms4smile.com/quotes/douglas-r-oberhelman/caterpillar-is-the-world-s-leading-manufacturer-of-construction/) [Douglas R. Oberhelman](https://sms4smile.com/quotes/author/douglas-r-oberhelman/) > [Lower taxes, less regulations, less lawsuits, deals that support U.S. manufacturers is all very positive.](https://sms4smile.com/quotes/john-paulson/lower-taxes-less-regulations-less-lawsuits-deals-that-support-u-s/) [John Paulson](https://sms4smile.com/quotes/author/john-paulson/) > [Smart development builds on a region's own skills, resources and local businesses. Dumb growth invites a big corporation in, surrenders control and profits to…](https://sms4smile.com/quotes/donella-meadows/smart-development-builds-on-a-region-s-own-skills-resources-and-local/) [Donella Meadows](https://sms4smile.com/quotes/author/donella-meadows/) > [A talented workforce, excellent access to markets and a competitive business climate make our state a top destination for global manufacturers.](https://sms4smile.com/quotes/roy-cooper/a-talented-workforce-excellent-access-to-markets-and-a-competitive/) [Roy Cooper](https://sms4smile.com/quotes/author/roy-cooper/) > [We're the real estate industry - not the manufacturers.](https://sms4smile.com/quotes/joe-murray/we-re-the-real-estate-industry-not-the-manufacturers/) [Joe Murray](https://sms4smile.com/quotes/author/joe-murray/) > [I have a responsibility to the people who work for me, the manufacturers I work with. There is no point to clothes that don't…](https://sms4smile.com/quotes/dries-van-noten/i-have-a-responsibility-to-the-people-who-work-for-me-the/) [Dries van Noten](https://sms4smile.com/quotes/author/dries-van-noten/) > [We all agree that manufacturers have a right to ensure that fake goods are not marketed in their names and that their own goods…](https://sms4smile.com/quotes/john-conyers/we-all-agree-that-manufacturers-have-a-right-to-ensure-that-fake/) [John Conyers](https://sms4smile.com/quotes/author/john-conyers/) > [I don't have a traditional design background, but it's inherent to me. My father was in the fabric industry, and even my grandfather and…](https://sms4smile.com/quotes/stacey-bendet/i-don-t-have-a-traditional-design-background-but-it-s-inherent-to-me/) [Stacey Bendet](https://sms4smile.com/quotes/author/stacey-bendet/) > [“the ongoing shift of product-development activities from manufacturers to users is painful and difficult for many manufacturers.”](https://sms4smile.com/quotes/eric-von-hippel/the-ongoing-shift-of-product-development-activities-from/) [Eric von Hippel](https://sms4smile.com/quotes/author/eric-von-hippel/) > [Manufacturers...gradually shift their places, leaving those countries and provinces which they have already enriched, and flying to others, whether they are allured by the…](https://sms4smile.com/quotes/david-hume/manufacturers-gradually-shift-their-places-leaving-those-countries/) [David Hume](https://sms4smile.com/quotes/author/david-hume/) > [In the hands of food manufacturers, cheese has become an 'ingredient.'](https://sms4smile.com/quotes/michael-moss/in-the-hands-of-food-manufacturers-cheese-has-become-an-ingredient/) [Michael Moss](https://sms4smile.com/quotes/author/michael-moss/) ## 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…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“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…](https://sms4smile.com/quotes/greg-thain/every-dominant-brand-such-as-those-listed-in-table-5-1-has-had-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on…](https://sms4smile.com/quotes/greg-thain/consolidation-coupled-with-a-desire-among-the-survivors-to-restore/) [Greg Thain](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/greg-thain/if-the-manufacturer-can-convince-the-retailer-that-delisting-will/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…](https://sms4smile.com/quotes/greg-thain/as-retailers-have-become-competitors-of-manufacturers-in-many-product/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“High fixed costs mean that high volumes are an ever-essential objective. One”](https://sms4smile.com/quotes/greg-thain/high-fixed-costs-mean-that-high-volumes-are-an-ever-essential/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“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…](https://sms4smile.com/quotes/greg-thain/importance-of-price-price-is-imperative-for-fmcg-retailers-much-more/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“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…](https://sms4smile.com/quotes/greg-thain/hoping-to-create-a-little-prestige-some-retailers-develop-and/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…](https://sms4smile.com/quotes/greg-thain/the-shift-of-power-to-retailers-is-not-an-inevitable-phenomenon/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…](https://sms4smile.com/quotes/greg-thain/because-retail-brands-are-barely-differentiated-they-are-relatively/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“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…](https://sms4smile.com/quotes/greg-thain/there-are-some-fmcg-categories-where-retailers-are-destined-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“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…](https://sms4smile.com/quotes/greg-thain/in-markets-where-consumers-are-sensitive-to-quality-differences-e-g/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to last-minute persuasion. The”](https://sms4smile.com/quotes/greg-thain/direct-consumer-contact-is-an-advantage-for-retailers-as-70-of/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of the shopper.…](https://sms4smile.com/quotes/greg-thain/fresh-produce-and-other-destination-products-can-create-a-sustainable/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…](https://sms4smile.com/quotes/greg-thain/private-label-is-booming-in-europe-and-the-united-states-during-the/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) [Explore all 206 Greg Thain quotes ](https://sms4smile.com/quotes/author/greg-thain/) ## More Customer quotes > [“Start a business, not a startup”](https://sms4smile.com/quotes/anonymous/start-a-business-not-a-startup/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Amongst the financial Twitterati, the term 'muppets' has come to describe any client used and abused by some financial predator. I've adopted the term…](https://sms4smile.com/quotes/barry-ritholtz/amongst-the-financial-twitterati-the-term-muppets-has-come-to/) [Barry Ritholtz](https://sms4smile.com/quotes/author/barry-ritholtz/) > [Many early-stage entrepreneurs make one simple mistake: Describing this 'big picture' in vague concepts and words.](https://sms4smile.com/quotes/sunil-nagaraj/many-early-stage-entrepreneurs-make-one-simple-mistake-describing/) [Sunil Nagaraj](https://sms4smile.com/quotes/author/sunil-nagaraj/) > [The purpose of this book is to supply, in the form suitable for laymen, guidance in the adoption and execution of an investment policy.](https://sms4smile.com/quotes/benjamin-graham/the-purpose-of-this-book-is-to-supply-in-the-form-suitable-for-laymen/) [Benjamin Graham](https://sms4smile.com/quotes/author/benjamin-graham/) > [Don't think OF the market. Think AS the market.](https://sms4smile.com/quotes/michael-fishman/don-t-think-of-the-market-think-as-the-market/) Michael Fishman > [If Wall Street crashes, does Main Street follow? Not necessarily.](https://sms4smile.com/quotes/ben-bernanke/if-wall-street-crashes-does-main-street-follow-not-necessarily/) [Ben Bernanke](https://sms4smile.com/quotes/author/ben-bernanke/) > [The exact details of how you practice value investing will vary investor to investor, but the fundamental principle of scouring the world, looking for…](https://sms4smile.com/quotes/whitney-tilson/the-exact-details-of-how-you-practice-value-investing-will-vary/) [Whitney Tilson](https://sms4smile.com/quotes/author/whitney-tilson/) > [The best way to hold customers is to constantly figure out how to give them more for less.](https://sms4smile.com/quotes/philip-kotler/the-best-way-to-hold-customers-is-to-constantly-figure-out-how-to/) [Philip Kotler](https://sms4smile.com/quotes/author/philip-kotler/) > [Perhaps the most important reason to be skeptical of government inflation numbers is that the government, like a fox campaigning to guard a hen…](https://sms4smile.com/quotes/peter-schiff/perhaps-the-most-important-reason-to-be-skeptical-of-government/) [Peter Schiff](https://sms4smile.com/quotes/author/peter-schiff/) > [When the dollar collapses, it's not doing it in a vacuum. If the dollar loses value, it's doing so relative to some other currency.…](https://sms4smile.com/quotes/peter-schiff/when-the-dollar-collapses-it-s-not-doing-it-in-a-vacuum-if-the-dollar/) [Peter Schiff](https://sms4smile.com/quotes/author/peter-schiff/) > [Corporations invest in sophisticated CRM, or Customer Relationship Management, programs to effectively oversee their relationship with their customers at every point during the buying…](https://sms4smile.com/quotes/marc-ostrofsky/corporations-invest-in-sophisticated-crm-or-customer-relationship/) [Marc Ostrofsky](https://sms4smile.com/quotes/author/marc-ostrofsky/) > [I believe confusion is good. Worldwide market leaders gain when there is confusion in the market.](https://sms4smile.com/quotes/subhash-chandra/i-believe-confusion-is-good-worldwide-market-leaders-gain-when-there/) [Subhash Chandra](https://sms4smile.com/quotes/author/subhash-chandra/) > [Damn inflation, full speed ahead,' Greenspan has said in both action and word. I think an investor should believe him and invest accordingly.](https://sms4smile.com/quotes/bill-gross/damn-inflation-full-speed-ahead-greenspan-has-said-in-both-action-and/) [Bill Gross](https://sms4smile.com/quotes/author/bill-gross/) > [“When companies get big, they devote most of their care and feeding to the business that got them big. This is as it should…](https://sms4smile.com/quotes/eric-schmidt/when-companies-get-big-they-devote-most-of-their-care-and-feeding-to/) [Eric Schmidt](https://sms4smile.com/quotes/author/eric-schmidt/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) [Browse all 9,257 Customer quotes ](https://sms4smile.com/quotes/about/customer/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally and internationally. They have the critical mass to make it worthwhile to conduct research on different segments and in-store buying behaviour. In particular, it is worthwhile for a manufacturer to analyse the retailer’s scanner data for the category, even when it is not economic for the retailer to do so for each of its many categories.”", "creator": { "@type": "Person", "name": "Greg Thain" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/greg-thain/manufacturers-do-play-a-role-in-category-planning-because-they-can/", "about": { "@type": "Thing", "name": "Customer" }, "@id": "https://sms4smile.com/quotes/greg-thain/manufacturers-do-play-a-role-in-category-planning-because-they-can/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg", "contentUrl": "https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg", "url": "https://sms4smile.com/quotes/i/788/greg-thain-1820_quote_manufacturers-do-play-a-role-in-category_234543.jpg", "width": 1080, "height": 1080, "caption": "“manufacturers do play a role in category planning because they can synthesise their experiences across the…” — Greg Thain", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Greg Thain", "item": "https://sms4smile.com/quotes/author/greg-thain/" }, { "@type": "ListItem", "position": 4, "name": "“manufacturers do play a role in...", "item": "https://sms4smile.com/quotes/greg-thain/manufacturers-do-play-a-role-in-category-planning-because-they-can/" } ], "@id": "https://sms4smile.com/quotes/greg-thain/manufacturers-do-play-a-role-in-category-planning-because-they-can/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```