--- title: "Meaning & Key Takeaway of: No matter how large and enlightened…" description: "\"“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 man..." image: "https://sms4smile.com/quotes/i/73a/greg-thain-1820_customer_no-matter-how-large-and-enlightened-reta_3155407.jpg" --- # No matter how large and enlightened retailers become, they… ![“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…” quote by Greg Thain](https://sms4smile.com/quotes/i/73a/greg-thain-1820_customer_no-matter-how-large-and-enlightened-reta_3155407.jpg) [Download](https://sms4smile.com/quotes/i/73a/greg-thain-1820_customer_no-matter-how-large-and-enlightened-reta_3155407.jpg) [Open image](https://sms4smile.com/quotes/i/73a/greg-thain-1820_customer_no-matter-how-large-and-enlightened-reta_3155407.jpg) > ““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.”” [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. Retailers excel in broad distribution but lack the depth to create strong, emotional brand identities that manufacturers can. **In simple terms:** Retailers are broad but not deep in branding. Key Takeaway Manufacturers should focus on niche strengths. Themes branding market dynamics competition Mood analytical strategic Type business insight When to use this quote - product launch - marketing strategy - retail partnerships Key Concepts consumer behavior brand equity Questions to Reflect On - How can manufacturers leverage retailer reach without losing brand identity? - What strategies can retailers adopt to improve brand perception? A Different Perspective Retail constraints may limit flexibility for niche markets. ★ ★ ★ ★ ★ No ratings yet [Customer](https://sms4smile.com/quotes/about/customer/) [Enlightened Retailers](https://sms4smile.com/quotes/about/enlightened-retailers-5682624/) [Manufacturer Brands](https://sms4smile.com/quotes/about/manufacturer-brands-2199214/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Retailers](https://sms4smile.com/quotes/about/retailers/) [Retailers Quality](https://sms4smile.com/quotes/about/retailers-quality-5682625/) [Strong emotional](https://sms4smile.com/quotes/about/strong-emotional/) [Understanding Consumer](https://sms4smile.com/quotes/about/understanding-consumer-3044477/) ## Related quotes > [“Understanding consumer attitudes and behaviour in a category is an asset of the manufacturer and a source of power in the battle for mindspace,…](https://sms4smile.com/quotes/greg-thain/understanding-consumer-attitudes-and-behaviour-in-a-category-is-an/) [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-2/) [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/) > [“Owing to the ever-increasing pressure on space, as retailers continue to extend private label ranges, there is a risk of branded products being moved…](https://sms4smile.com/quotes/greg-thain/owing-to-the-ever-increasing-pressure-on-space-as-retailers-continue/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“No brand is totally safe from private labels. Manufacturer brands can only survive by being unique, well branded and backed with real, fast innovations.”](https://sms4smile.com/quotes/greg-thain/no-brand-is-totally-safe-from-private-labels-manufacturer-brands-can/) [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/) > [“in order to win more shoppers and boost their takings per shopper, retailers have been investing in store brands that are better than anything…](https://sms4smile.com/quotes/greg-thain/in-order-to-win-more-shoppers-and-boost-their-takings-per-shopper/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“The commercial uses of QR technology continue to evolve, illustrating that the battle between retailers and manufacturers is never static.”](https://sms4smile.com/quotes/greg-thain/the-commercial-uses-of-qr-technology-continue-to-evolve-illustrating/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“In India, organised chain retailers account for only 7% of the $435 billion market, a share forecast to rise to 20% by 2020.11 The…](https://sms4smile.com/quotes/greg-thain/in-india-organised-chain-retailers-account-for-only-7-of-the-435/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“retailers use a master brand model, supporting one brand, the chain, whereas manufacturers primarily use a product brand model supporting a wide portfolio of…](https://sms4smile.com/quotes/greg-thain/retailers-use-a-master-brand-model-supporting-one-brand-the-chain/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“RETAILERS KNOW THEIR shelfspace is a valuable resource. But this is a recent discovery; in the past, they gave it away, then they thought…](https://sms4smile.com/quotes/greg-thain/retailers-know-their-shelfspace-is-a-valuable-resource-but-this-is-a/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“it is not unusual for retailers to get more upset than the manufacturer anticipated. According”](https://sms4smile.com/quotes/greg-thain/it-is-not-unusual-for-retailers-to-get-more-upset-than-the/) [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/) > [“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/) > [“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/) ## 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. 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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. 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