The battle between manufacturers and retailers for share of profits is played out in the arenas of shelfspace and mindspace. Retailers are competing aggressively for shopper mindspace, aided by their much greater size, brand-building and robust private label strategies, while manufacturers continue to fight for shelfspace.   

Understanding the contrasting financial and business strategies of retailers versus manufacturers is at the root of building better, more productive relationships. John Bradley will explain why manufacturers must seek to increase the cost of switching brands through their brand-building activities, and why retailers must strive to achieve the opposite, in particular through private label strategies which position the retailer against competitors and against manufacturer brands. Illustrating with examples from around the world, Bradley will discuss the impact on manufacturers of the resurgence of private label as a retail strategy and how its impact can be mitigated.

Bradley worked in brand marketing with Cadbury for 25 years and is now a consultant and author. His published works include Cadbury's purple reign (May 2008) and Store wars: the worldwide battle for mindspace and shelfspace, online and in-store, (co-authored with Greg Thain and published in July 2012.)

Featuring:

John Bradley
Managing Partner
Yknot Strategic Solutions