Retailization: brand survival in the age of retailer power
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| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2006
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 221 S. graph. Darst. |
| ISBN: | 0749446897 |
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MARC
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Record in the Search Index
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| adam_text | Contents
Preface: surviving the squeeze xi
Thank yous! xvii
1 The rise of the retailer: the first squeeze is only going to get 1
bigger and bigger
Welcome to the age of the retailer 1
Brand inertia 3
The big keep getting bigger 5
Hypermarketing the world 8
The silent conspiracy 8
The global e-qualizer 9
Everybody loves a retailer 11
Retail is everyone s priority 12
2 The age of the shopper: the second squeeze takes its throne 13
We shop, therefore we are! 14
Getting the value proposition right 15
Shopper power 19
Six seconds 20
3 The private dilemma: the third squeeze shows its strength 23
The International Retailization Study 2005 25
The replaceable or irreplaceable brand 25
Brands on the shelves 26
The rise of private labels 28
No longer me-toos 30
What is quality? 32
The lost brand sale 33
The point of contact 35
Tesco cola 37
viii Contents
Putting the squeeze back on 39
The winning private label business 41
4 The new communication world: the fourth squeeze rethinks its 43
role
The good old days 43
Unsqueezing the brand 50
5 Retailization: unsqueezing the squeeze 53
So what exactly is retailization? 54
Creating sale(s) 55
An Armani latte 57
An applelicious experience 58
AIDA or is it ADIA? 59
Buy me! Try me! 61
Getting retailized 62
6 The blood pack: introducing the retailization process 65
Let us retailize 68
7 Step 1: the arena - dealing with where we create our sale(s) 71
Key points 71
The starting point 72
Where? 73
Who owns the arena? 74
Retail success 75
Proprietary distribution 76
Reinvention 78
Coopetition 78
Sleeping with the enemy 79
Everybody can coopetete 81
Point of profit 82
Key things to do now 83
8 Step 2: competitive context-who are we stealing sale(s) from? 85
Key points 85
The gladiators 85
The business of stealing choice 87
Building your business on the failures of everyone else 89
Constantly out-innovating 92
Create real choice where choice has been forgotten 94
The business of stealing choice 96
Key things to do now 96
9 Step 3: the shopper- who is driving our sale(s)? 97
Key points 97
Who and how? 97
Can you count on the consumer? 99
Shoppers are setting the agenda 101
Welcome to the age of the shopper 104
I love shopping 105
Shopper who? 106
Being in the people first business 107
Create wants, not needs 110
You are dealing with situiduals not individuals 112
The shopper 115
Key things to do now 116
10 Step 4: product concepting - what is creating our sale(s)? 117
Key points 117
Everybody has a brand, few have a product 118
The art of creating demand 120
What is creating our sale(s)? 121
Just make it 122
Make it clear 123
MakeanUSP 124
Make it stand out 126
Remake it again and again 128
Make it more 130
Make sense 131
Make it theirs 132
Make them beg 134
Make a revolution 134
Key things to do now 135
11 Step 5: retail impacting - dealing with how we create 137
our sale(s)
Key points 137
Creating shopping situations 138
Impacting sale(s) 141
Love me do! 142
Keep it fresh 144
Extend the idea 146
Merge the first and second moment of truth 148
Create clarity and involvement 150
Making an impact at retail 152
Key things to do now 153
x Contents
12 Step 6: creating communication - how do we make 155
communication work for our sale(s)?
Key points 155
Sizzle 155
The two moments 157
Thinking through the line 158
Shopping realities 160
Husbands come and go 161
Tryvertising - building excitement through trial 162
Burzz - building excitement through retail buzz 165
H M, the king of burzz 167
Subculturizing - building excitement through an existing subculture 168
Hip-hopping your brand 170
Communitizing - building excitement by building a community 171
Brand surgery 173
Strategy is creative; strategy is execution 175
Key things to do now 175
13 Step 7: organizational enhancement - empowering your 177
organization to think sale(s)
Key points 177
The retailized company 178
Get curious 180
Get creative 182
Get producting 183
Get everyone involved 184
Get talking 185
Get moving 186
Get retailizing 188
Key things to do now 188
14 Let s retailize: recharging and regaining brand power 191
The end: retailization on a page 197
References 199
Index 211
|
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| id | DE-604.BV025399858 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:33:34Z |
| institution | BVB |
| isbn | 0749446897 |
| language | English |
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| physical | XVIII, 221 S. graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
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| publisher | Kogan Page |
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| spelling | Thomassen, Lars Verfasser aut Retailization brand survival in the age of retailer power Lars Thomassen ; Keith Lincoln ; Anthony Aconis 1. publ. London [u.a.] Kogan Page 2006 XVIII, 221 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Brand name products Organizational change Brand name products Case studies Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Konsumgüterindustrie (DE-588)4194766-6 gnd rswk-swf Konsumgüterindustrie (DE-588)4194766-6 s Markenpolitik (DE-588)4144679-3 s Marketingmanagement (DE-588)4168907-0 s DE-188 Lincoln, Keith Verfasser aut Aconis, Anthony Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020022407&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Thomassen, Lars Lincoln, Keith Aconis, Anthony Retailization brand survival in the age of retailer power Brand name products Organizational change Brand name products Case studies Markenpolitik (DE-588)4144679-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4168907-0 (DE-588)4194766-6 |
| title | Retailization brand survival in the age of retailer power |
| title_auth | Retailization brand survival in the age of retailer power |
| title_exact_search | Retailization brand survival in the age of retailer power |
| title_full | Retailization brand survival in the age of retailer power Lars Thomassen ; Keith Lincoln ; Anthony Aconis |
| title_fullStr | Retailization brand survival in the age of retailer power Lars Thomassen ; Keith Lincoln ; Anthony Aconis |
| title_full_unstemmed | Retailization brand survival in the age of retailer power Lars Thomassen ; Keith Lincoln ; Anthony Aconis |
| title_short | Retailization |
| title_sort | retailization brand survival in the age of retailer power |
| title_sub | brand survival in the age of retailer power |
| topic | Brand name products Organizational change Brand name products Case studies Markenpolitik (DE-588)4144679-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd |
| topic_facet | Brand name products Organizational change Brand name products Case studies Markenpolitik Marketingmanagement Konsumgüterindustrie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020022407&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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