How manufacturers can stay ahead of the game

Will Hamilton

Competition between retailers and manufacturers has become acute: retailers' private labels are making inroads into manufacturer's market shares, and the focus is increasingly on price.

How manufacturers can stay ahead of the game

With retailers making big inroads into market shares and competition increasingly focusing on price, it is vital that manufacturers have a full understanding of price elasticity - for leading brands price promotions may have only a small impact on sales, and marketers will need other ways of building volume

Will Hamilton
THERE IS little doubt that over the last 15 years the brand battleground in the UK has developed into the toughest in the world. Twice during the period there has been acute conflict between manufacturers and retailers. In...

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