By Lars Thomassen
Offers an cutting edge and pragmatic step by step technique to aid companies reconsider their model efforts round the retail options that top meet the wishes of latest consumers. Illustrates how model strength is inexorably being changed through keep strength. in response to a two-year research carried out by means of AC Nielsen and BBDO Europe - the most important international research on promoting branded items ever carried out - the booklet unearths how organizations and their manufacturers are dealing (or no longer dealing ) with this new period. -
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Additional info for Retailization: Brand Survival in the Age of Retailer Power
Brand manufacturers need to understand the power of the shopper and how to navigate through their expectations. They need to understand how the shoppers shape the retailers and equally the other way around. Finally they should try playing around with the discount/premium discount/luxury equation and see where they fit in, or even where their retail partners fit in. They might find they need to make some changes. 0-7494-4689-7_CH02_19 The age of the shopper 19 Shopper power The customer is in charge in ways that profoundly influence the ability to sell products.
Hard discounters are responsible for a major part of retail growth in regions such as Europe, and with up to 95 per cent private label share, they more than anything set the standard for private label trends – a trend which is very much centred on low-priced no-name products (ACNielsen, 2005a). 0-7494-4689-7_CH03_39 The private dilemma 39 Putting the squeeze back on The changing quality perceptions of shoppers when it comes to private label will in the long run challenge the above scenario, and therefore challenge brands.
The world’s biggest cereal brand, or big retailers? Who controls the margins of Kellogg’s? Kellogg’s itself or its retail partners? Are brands out of control? Are brands out of their own control? Of course the whole ‘I’ll throw your entire brand out of my store’ thing is just a big part of the whole power game. It is rarely a chronic state, and more a result of politics, emotions and inexperienced negotiators. More importantly it is not a unique story. For a while almost all of Gillette’s products were removed from the shelves in another large-scale Scandinavian retailer, ICA.
Retailization: Brand Survival in the Age of Retailer Power by Lars Thomassen