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Full Description
The sequel to the highly successful Store Warsand shelfspace published in 1995. The new edition will retain all the strengths of the old book including a comprehensive and complex approach to the consumer & retail market and the interaction between FMCG retailers and manufacturers. The book will be thoroughly revised and updated and will consist of 4 main parts: * A section on leading FMCG companies and brands (such as Coke, P&G, Unilever, Nestle, L'Oreal etc.), their marketing and branding strategies in the western markets (USA, Western Europe: UK, France, Germany and others). * A section on leading retailers (Wal-Mart, Tesco, Carrefour etc.), their developments and expansion over the last 10 years. * A section describing the interaction between retailers and manufacturers, including competition for end-consumers, trade marketing. * A section covering the Emerging Markets the retail landscape in the major developing economies, results of the expansion of major FMCG brands and western retail chains, challenges related to distribution and FMCG marketing in those countries.The book will also discuss the impact of the Global Crisis on the consumer and retail markets as well as predictions and prospects for the future.
Contents
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
