Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In–store

Completely revised and updated, Store Wars brings right up to date the struggle between manufacturers and retailers for control of MINDSPACE and SHELFSPACE in developed markets, emerging markets and the internet. This is a must–read book if you work in Retail, FMCG, Marketing or Consumer Goods. Consumer marketing & Consumer purchases, drive our modern world. The world market is quickly dividing between a few mega manufactures that market worldwide and international retailers who are striving to catch and dominate. Marketing for FMCG manufacturers and retailers is coalescing. Every FMCG manufacturer must now understand retailers, their business and marketing strategies, their strengths and limitations. Marketing for retailers involves, for their mushrooming and complex Private Label ranges, adopting the portfolio management and branding techniques of their suppliers. Never has it been more important for each to walk in the other’s shoes.

Acknowledgements vii Introduction ix CHAPTER 1 Shifting of power in the value chain 1 CHAPTER 2 Differences between manufacturers and retailers 23 CHAPTER 3 The fragility of a marketing orientation 37 CHAPTER 4 Retailers and the marketing concept 53 CHAPTER 5 The battlefield for mindspace and shelfspace 69 CHAPTER 6 The battle for mindspace 83 CHAPTER 7 The battle for shelfspace 101 CHAPTER 8 Creating a sustainable retail differential CHAPTER 9 Private label 139 CHAPTER 10 Trade marketing 165 CHAPTER 11 Internationalisation and emerging markets 193 CHAPTER 12 E–retailing 215 CHAPTER 13 The new order and its challenges 239 Appendix 1: Top private label manufacturers 265 Appendix 2: BRIC market snapshots 269 Index 277

Greg Thain has been Chairman / CEO of marketing, trade marketing, Internet, consultancy, PR and research companies, in the UK & emerging markets. Having over the last 20 years owned or managed businesses in Russia, India, China, Turkey, Hungary, Romania, Greece, Ukraine, Sweden and Kazakhstan, working for many of the leading international FMCG and retail businesses. Currently adjunct professor of marketing & E–Commerce at the International Monaco University (IUM), and Chairman of the Storewars marketing business. He lives between Monaco & Moscow. John Bradley held international marketing positions in Cadbury for 24 years before becoming a consultant and writer. His first book, Cadbury’s Purple Reign , was published in 2008 and John is a regular commentator on the FMCG world in his adopted home country of Canada and the USA. John is currently working on his next book, again jointly with Greg, on the world’s leading consumer marketing companies; provisionally entitled, The Mega–Consumer Companies , scheduled to be published April 2013.