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Are most retailers more of a help or a hindrance to a manufacturer's brand-identity objectives?
The possiblity for a good partnership exists. However, when the retailer and mfgr objectives are at cross-purposes, it's a trememdnous challenge. The key is the aligning of objectives.
enables man.to recognize and spread successful campaigns
Restrictive policies limit/restrict activities. Retailers want to control their marketing message. The store is new medium. Aggressive Private Label objectives are the reasons for limiting brand-identity initiatives. Let's face it,Coke can be purchased at all stores, but not PL products.
Depends upon the retailers own values and brand integrity, as well as the manufacturers own investment and priority in ensuring their own brand presence. Many CPG manufacturers don't make the effort to provide, influence or force their retailer network to support the brand's presence, thus getting what they pay for.
depends on the chemistry and synchronicity between the trading partners.
It depends on the retailer, and even the store manager
Depends - the major brands have the awareness tha can market the retailer, if the retailer is the brand then the product can benefit - Depends
It depends on your scale but the largest retailers do not seem to be to be the most open to newness
they have overall control so you are often at the mercy of their whims or policies, which aren't always in line with your objectives. When all goes ok they are a powerful ally
Can be inflexible due to shelf restrictions, agreed plannograms or just lack of interest
They can help if they want to - they can hurt if they don't pay attention to the experience they're delivering.
Varies by retailer. Some are saavy marketers with scorecards which include marketing objectives - they are powerful partners.
Depends on the retailers understanding of a solid brand strategy and the value it can bring to all parties involved.
The larger retailers are trying to establish brands for themselves to standout against their competition. Additionally, they feel they own the consumer. It works when both partner and know that each brings a different aspect to the table.
On the one hand, their strategies can conflict with yours; on the other hand, if you look at retail as a "medium" , this is where you reach a lot of your consumers
Generally, retailers are focused on their own brand. They use our brand to bolster that effort. Yes, they help our brand, but they do it only on their own terms.
Understandably they are more interested in building their brand than that of the manufacturer. It is a challenge to marry the two messages and business objectives to build both.
they're so hassled with shelf real estate and other business concerns including staffing, cash flow, mark-downs and remainder losses that the subtlity of display to benefit my brands is usually impossible to control.
Depending on the retailer, their goals and the brand's goals are not necessarily in alignment. Placement of freestanding POP displays in front of your product or store promo tags obscuring your message or product are two examples.
They have the potential to be both depending on the relationship with the manufacturer, the training and incentives provided to the sales staff.
That question depends on the quality of the brand and as important, the quality of the the services brought by the brand to the account. Also matters whether the brand and its services can be used as a growth instrument that bolsters account strategy and whether the programs are in-sync with account vehicles/tactics. The account's ability to collaborate with suppliers and execute are equally important. Key here is the marketing capability of a given acct and whether manufacturer brands are on strategy for it. If not - sayonara!
Retailers want turn and margin - brand is only useful to them if it supports these objectives. Retail need brands but building brands is not a primary objective to retailers
This depends on the relationship that the manufacturer has with the retailer. A grocery retailer needs efficiency so they can be more of a hinderance in bringing forward the brand identity. The manufacturers' needs are often in conflict with the grocer's need for uniformity.
Retailers need brands to achieve their objectives, but at the end of the day, with private label and margins there...brands are going to be in big trouble if they don't find a way around this (e.g. direct to consumer)
Whether they're a hindrance or not is debatable. Retailers are in the business of selling product - yours or someone else's, it doesn't matter.
too much of the experience is decentralized or uncontrolled, producing inconsistent brand experiences that are often counter to the brand values.
if the retailer can have a strong own label in a category they will, otherwise, they want you to do the work of identity building.
More often than not a hindrance. Big box retailers have strict POP/promotional restrictions, and smaller retailers tend to take matters of appearance into their own hands. In general, retailers usually also make it very expensive to do anything elaborate to build brand awareness in-store.
Retailers will punt products that yeild a higher return for them
If the retailer is a partner with the manufacturer, I believe that they can be a help. If the retailer is a merely a point of distribution, the mileage will vary greatly.
Retailers' agenda is total sales and profit, so they have no inherent commitment to any individual brand. So, they don't always enforce compliance with agreed (and paid-for)stocking and display policies; they create private label rip-offs which imitate your brand as closely as they dare; they cosy up to your competitors. But, if you manage the relatiosnhip with them well, they can usually be made to cooperate, most of the time - and boy do you need the co-operation
who knows? maybe jealousy?
It's a channel, it can only help if they are a specialty retailer where the workers come with some sort of expertise like Apple or Niketown stores.
They have no incentive to be otherwise.
It depends - a retailer with a strong presence and customer loyalty (Target) can help give a brand a boost...at the same time, retail is cluttered and retail requires great staff/employees who understand the products for sale and an environment that facilitates (not hinders) purchases!
The key is for the brand/manufacturer to look for ways to leverage their brand in a way that complements and aligns with the retailer environment/experience. For example, if Target is about Expect More/Pay Less and Design for All.. the brand/manufacturer will only strengthen their own proposition if they are aligned with that retailers proposition.
Too many manufacturers, too little space. Comflict of interest, too many brands.
Unless you can completely control the entire environment, you will encounter elements in the environment that don't correspond correctly with your brand.
The retailer (dealer in my case) magnifies the strengths and weaknesses of the supplier because thier focus and efforts are so concentrated in the sector.
It depends on the retailer. In general they are focused on building their own brand at the expense of national brands
depending on product segments and retail places.
depends on the retailer - some more progressive than others
Focus on short term profit objectives
It depends on the retailer... some of them are more open and also want your brand to grow because they benefit from it. But is more a display and exhibition thing rather than brand identity
Too much competitive; difficult to ensure retailer understands the brand objectives (which is understandable, it would be unrealistis for retailers to be able to expertly manage all brands needs at retail!).
They're too worried about their own margins.
The retailers roles is to focus on their brand - the products of other organizations are just a way to do that. So if both are smart and choose manufacturers or products that reflect their brand and their customers desires then it can be a win win, otherwise it can hinder both. Alignment is important - messages are delivered by more than words.
it just depends on how good effect the retailer is with the brand. you could have a horrible customer service experience and associate that with the brand. or the retailer can have the brand merchandised inappropriately.
Boutique stores build experiences in line with my brand so that is nnatural extension. Mass market is so profit and PR driven that it is at odds.
a help if it is unique and popular hinderance if combined with competitiors with grander budget
They should have their brand standards.....
A retailer is a help, as long as the manufacturer (in not getting greedy) sells only those retailers who are "simpatico" with the product. A retailer is hindrance when it does not understand the brand-identify objectives and does not carry its weight in building such.
Different agendas, different masters to tend to, different skillsets
Retailers have a brand to build as well, so a collaborative spirit and understanding of dual objectives is necessary in order to work well as partners.
They are more concerned with their own identity-building these days.
Their objective is not to build brands, so unless provided some incentive they are unlikely to work at it. So, they focus on price.
Their objective is not to build brands, so unless provided some incentive they are unlikely to work at it.
Their objective is not to build brands, so unless provided some incentive they are unlikely to work at it.
THey'll help, as long as you pay them. Your basically buying their help.
Most retailers are focused on their own initiatives vs. your brand building programs
retailers see what merch is moving and what isn't, they see the sell-thrus daily
The current push to private label in the consumer goods (home furnishings, gift, etc.) industry makes it very difficult to deliver positive branding messages that resonate with the consumer.
Provides a venue, however their goals on maximizing return of floorare, opportunity to carry product that sells, may conflict or confuse the consumer with the positioning of the manufacturer
retailers' own brand initiatives can dilute mfrs' brand identity, but given the right opportunity, retail can be very positive for mfr brand-building
A good retailer can promote and sell our products effectively to their customers. However, a bad retailer can hurt our brand objectives by not positioning and merchandising our products properly and/or being poorly informed about them. Also a bad retailer may have a lot of turnover which results in new people not educated in the brand.
It is a broad commentary. Many committed retailers are very good brand embassadors who help reinforce brand identity and commitments, however, even good retailers need a certain amount of reinforcement/supervision from the manufacturer side as they are managing many brands and messages simultaneously and you need to be front of mind to maintain the message/commitment. That being said there are many retailers who actually are a hindrance to B-I objectives and Manufacturers must continuously re-evaluate their choices of retailers if B-I is important
It varies depending on the culture, philosophy and sophistaication of the retailer and its consumer.
They are in a privileged position. They help the brand if they open the door to brand enhacement activities in cordination with brand owner. The opposite could damage the brand
Driven by antiquated interpretations of productivity. $ per linear foot/inch. Little to no true experimentation with shopper interaction metrics/lifestyle grouping, etc.
Building someone else's brand is not the retailer's job. Good retailers occasionally show respect for a brand, though it goes only as far as the need for their next price promotion: Brands that view certain price points as essential to their image do not have many retailer friends.
Because they know their store profile and go to market strategies
THEY ARE ONLY FOCUSE IN PRICE AND IN MANY CASES THEY ARE NOT INTERESTED IN OTHER FACTORS OF MARKETING.
The ownus lies on the executers; brand-owner field reps, wholesale/broker reps and the like. Execution of retail promotions is a huge disconnect in the marketing process, a huge problem. While most promotions founder and die at retail, it's not really accurate to say retailers are the hinderance. Execution of OUR programs isn't really their responsibility
They're more worried about their brand and don't think through a manufacturer's brand when selling as much.
It really takes a partnership to make it happen correctly.
If you fight them or if you don't know how to work with them you won't be able to, but if you either become an expert in working with them, or hire an agency that TRULY is an expert by account, then you can acheive greatness.
Make the turn in product is their goal.
The big boxes are a tough location but some really smart retailers are great partners
2 words - Private label
They allow you to reach the masses, but often times put their brand ahead of the product they are selling through POP restrictions, etc.
Retailers and manufacturer's who don't understand the concept of a B2B2C value chain tend to end up walking on each others toes. Those that do tend to get a more synergistic (hate that word) effect.
Retailers have their own set of objectives which many times further our own, but at others clash.
Too dollar focused
Marketing over rides individual quirks.
They want to succeed...if you succeed -- they do...it becomes a win-win situation...if approached correctly, establishing brand identity at the retail level with active involvement from the retailer...everyone wins.
see above
Most retailers have their own agenda and it is not building your brand. However if you do a creative job of building your brand (with promotions, etc.) you can accomplish the retailers goal and yours.
There's always a fine line to walk on the part of both parties -- each wanting to borrow/leverage something of the other, while also telling their own brand story. Always a dance, a negotiation. Sometimes it's messy, sometimes you have to give up more than you'd like -- and sometimes you WIN!
they are the keepers of their customer's wants and desires.
Depends on the retailer and the negotiated channel agreement it has with their primary manufacturer/ producers. Negotiated preferred product placement can lead to certain newer brands being relegated to poor visibility areas (higher/lower shelves, for instance).
not in their interest so they don't care
Where one "finds" your product will influence how customers think of product - high end, sophisticated, run of the mill, cheap...etc. depending on their view of the retailer.
Depends upon the vendor. Vendors like Target are a hindrance because they're more interested in their brand. Other retailers are more open to supporting brands.
Depends from retailer to retailers. Some retailer believe they are just a neutral vehicle, while other try to build their own brand as retailer along the same lines of the brand carried. As a brand must deal and manage both kinds.
An odd situation. Many retailers in our industry (professional salon products) have such weak branding of their company that we have the opportunity to be their brand. In the eyes of the consumer they see our brand as the retailers identity. In more sophisticated markets there can be a conflict.
They are more concerned with their own brand identity.
Over-reliance on in-store tactics -- price and promtion -- that take away from brand equity
Retailers are often a hindrance because they always have their hands out for co-op dollars. I also believe that they use the money to drive dollar spend at locations rather than dollar spend for the specific brand's products. They are a help because of the necessity of distribution. HP surpassing Dell is a good example of this.
Totally depends on the retailer.
A lot depends on how the retailer views its own brands vis-a-vis the manufacturer's brand.
They're not concerned with helping companies build their brands - they have other priorities.
We work hard with our retailers to have our products visible and marked with our brand, but there is usually some resistance. We are working on a new affiliate program, hoping to lure more retailers in with incentives that encourage them to keep our brand's identity.
As long as it helps to move more product, the retailer is usually OK with it. Especially if it move the category as a whole
This depends on the relationship. It should be mutually beneficial and not dictorial iin any way.
retailers are focusing more on building their own identity, however they can merchandise manufacturer brands to meet objectives
knowledgable retailers provide insight on the products.
Depends on what type of relationship you build with the retailer so they understand your brand, and also how many private labels the retailer has and if that is a hindrance on showcasing outside brands.
Stores have their own branding issues and are not concerned with individual brands unless they pay enough dollars to get the job done.
It is a help from a distribution stand point and a hindrance when competing against private label.
Brand identity on the package is the most important space to own. The retailer can't touch it.
They can help if they feature, they can hurt if they dictate.
Lots of tactics that can work together but retailers and manufacturers are not playing off the same sheet of music
retailers' goals differ in many ways from those of manufacturers
again, we are on online retailer, and the looking glass is reversed....we do hope we add to the builder of our vendors brand identity.
They want their brand to be prority and often do not see the product brand as the big help it is.
it really depends on the relationship you have with your retailer. with retailers increasing in power, manufactures have an increased responsibity to make their brand building objectives add value to their retail partners
Many feel that our percieved brand image reflects on the quality of thier store.
Some are more open than others to helping build brand identity.
It depends on the retailer
It is the perfect venue, in retailers interest to attract the right consumers but there is some competition in that retailers are creating their own brands.