Retail Power Making Or Breaking The Brand
Brian Moore EMR-Namnews
With 10% of a suppliers sales and profits accounted for by a brand, and a retail customer producing 10% of sales and profits, it is perhaps wise to treat the two as equally important business units, while preserving brand integrity. In other words, the brand has to be sacrosanct. So much for the sales director's problems The real issue for brand owners and agencies is that as the grocery trade becomes more polarised and powerful, major retailers are now in a...