--- title: "Meaning & Key Takeaway of: Retailers control the pricing of brands…" description: "\"“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.”\" — Greg Thain" image: "https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg" --- # Retailers control the pricing of brands and will use price… ![“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.” quote by Greg Thain](https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg) [Download](https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg) [Open image](https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg) > ““Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.”” [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 set brand prices to meet their own goals, affecting brand pricing power. **In simple terms:** Retailers manipulate prices for objectives. Key Takeaway Brands must negotiate pricing strategies. Themes pricing retail strategy brand control Mood analytical concerned Type strategic informative When to use this quote - price negotiations - brand positioning - market analysis Key Concepts market dynamics consumer perception Questions to Reflect On - How can brands protect pricing integrity? - What alternative pricing models exist? A Different Perspective Retailer dominance can limit brand autonomy. ★ ★ ★ ★ ★ No ratings yet [Marketing](https://sms4smile.com/quotes/about/marketing/) [Retailers](https://sms4smile.com/quotes/about/retailers/) ## Related quotes > [“unlike retailers, who control the store environment, manufacturers have to pay for every opportunity to communicate with their consumers in the minutes prior to…](https://sms4smile.com/quotes/greg-thain/unlike-retailers-who-control-the-store-environment-manufacturers-have/) [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/) > [“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/) > [“Tesco’s success depends on their ability to replace manufacturer brands with their brands, which they have already achieved on 50% of their product listings.…](https://sms4smile.com/quotes/greg-thain/tesco-s-success-depends-on-their-ability-to-replace-manufacturer/) [Greg Thain](https://sms4smile.com/quotes/author/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,…](https://sms4smile.com/quotes/greg-thain/relative-to-manufacturers-retailers-have-huge-fixed-costs-and/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Selling strategies by retailers are not all bad news for manufacturers. Discounting big brands makes them exceptionally good value and, when advertised in flyers…](https://sms4smile.com/quotes/greg-thain/selling-strategies-by-retailers-are-not-all-bad-news-for/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Retailers, who once sold their assets for money, are now only willing to grant them to manufacturers who have something unique to offer, or…](https://sms4smile.com/quotes/greg-thain/retailers-who-once-sold-their-assets-for-money-are-now-only-willing/) [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/) > [“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 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/) > [“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/) ## 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 Marketing quotes > [I'm a business first and foremost so whatever my business is, it's separate from my personal. It's like whatever I do business wise, it's…](https://sms4smile.com/quotes/snoop-dogg/i-m-a-business-first-and-foremost-so-whatever-my-business-is-it-s/) [Snoop Dogg](https://sms4smile.com/quotes/author/snoop-dogg/) > [It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't…](https://sms4smile.com/quotes/patrick-rothfuss/it-s-like-the-query-letter-problem-that-i-just-mentioned-magnified-a/) [Patrick Rothfuss](https://sms4smile.com/quotes/author/patrick-rothfuss/) > [If I had my brothers I think with just a little bit of the correct marketing, I'd like to be almost exclusively in small…](https://sms4smile.com/quotes/terry-bozzio/if-i-had-my-brothers-i-think-with-just-a-little-bit-of-the-correct/) [Terry Bozzio](https://sms4smile.com/quotes/author/terry-bozzio/) > [With every product, the delta between the brand and the reality determines its power over the minds of consumers, and with Trump, that delta…](https://sms4smile.com/quotes/rick-wilson/with-every-product-the-delta-between-the-brand-and-the-reality/) [Rick Wilson](https://sms4smile.com/quotes/author/rick-wilson/) > [The worst advice? 'Don't listen to the critics.' I think that you really ought to listen to the critics, because sometimes they're telling you…](https://sms4smile.com/quotes/stephen-king/the-worst-advice-don-t-listen-to-the-critics-i-think-that-you-really/) [Stephen King](https://sms4smile.com/quotes/author/stephen-king/) > [“In the innovation age customer experience is key. Your impression defines their expression”](https://sms4smile.com/quotes/fela-durotoye/in-the-innovation-age-customer-experience-is-key-your-impression/) [Fela Durotoye](https://sms4smile.com/quotes/author/fela-durotoye/) > [Someone else who liked what I did might turn around and say, "She's reworking and rethinking everything. She could just be making blankets now,…](https://sms4smile.com/quotes/tracey-emin/someone-else-who-liked-what-i-did-might-turn-around-and-say-she-s/) [Tracey Emin](https://sms4smile.com/quotes/author/tracey-emin/) > [One of the most abused country on earth is Mexico. The marketing spills over the border, and people are persuaded to eat food that's…](https://sms4smile.com/quotes/raj-patel/one-of-the-most-abused-country-on-earth-is-mexico-the-marketing/) [Raj Patel](https://sms4smile.com/quotes/author/raj-patel/) > [“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/) > [Eventually the consumer will come to appreciate the editorial point of view of every different brand. User-generated content without editorial oversight will simply be…](https://sms4smile.com/quotes/michael-eisner/eventually-the-consumer-will-come-to-appreciate-the-editorial-point/) [Michael Eisner](https://sms4smile.com/quotes/author/michael-eisner/) > [The next evolution of content marketing is not more content; it's better distribution.](https://sms4smile.com/quotes/chris-penn/the-next-evolution-of-content-marketing-is-not-more-content-it-s/) [Chris Penn](https://sms4smile.com/quotes/author/chris-penn/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [Medium is like the Instagram of the corporate world. It's the layer that we want everybody to see, but not actually how it is.…](https://sms4smile.com/quotes/jack-conte/medium-is-like-the-instagram-of-the-corporate-world-it-s-the-layer/) [Jack Conte](https://sms4smile.com/quotes/author/jack-conte/) > [Sales is the parent of marketing.](https://sms4smile.com/quotes/eben-pagan/sales-is-the-parent-of-marketing/) [Eben Pagan](https://sms4smile.com/quotes/author/eben-pagan/) > [“Relationships are the currency of business.”](https://sms4smile.com/quotes/brian-basilico/relationships-are-the-currency-of-business/) Brian Basilico [Browse all 4,549 Marketing quotes ](https://sms4smile.com/quotes/about/marketing/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.”", "creator": { "@type": "Person", "name": "Greg Thain" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/greg-thain/retailers-control-the-pricing-of-brands-and-will-use-price-on-leading/", "about": { "@type": "Thing", "name": "Marketing" }, "@id": "https://sms4smile.com/quotes/greg-thain/retailers-control-the-pricing-of-brands-and-will-use-price-on-leading/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg", "contentUrl": "https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg", "url": "https://sms4smile.com/quotes/i/510/greg-thain-1820_marketing_retailers-control-the-pricing-of-brands_953378.jpg", "width": 1080, "height": 1080, "caption": "“Retailers control the pricing of brands and will use price on leading brands to achieve their own objectives.” — 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": "“Retailers control the pricing of brands...", "item": "https://sms4smile.com/quotes/greg-thain/retailers-control-the-pricing-of-brands-and-will-use-price-on-leading/" } ], "@id": "https://sms4smile.com/quotes/greg-thain/retailers-control-the-pricing-of-brands-and-will-use-price-on-leading/#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 } } ] } ```