LET ME RE-QUOTE HOW THIS ARTICLE BEGAN. "The retail trade seems to enjoy more control over the fate of a brand with each passing day."
THAT'S BECAUSE MANUFACTURER'S POSITIONING STRATEGIES STINK
"Years ago, my clients knew exactly what they wanted from in-store, demanded a certain level of performance and got it. Today, there is one brand major retailers such as Wal-Mart, Costco, Best Buy, Target and Safeway care most about -- their own. Marketers are squeezed by an empowered consumer, a controlling retail channel, and, on top of it all, a lack of predictability in the impact media truly delivers.
THAT'S BECAUSE MANUFACTURER'S POSITIONING STRATEGIES STINK. CONSUMERS NO LONGER ENTER STORES WITH A PREDETERMINED BRAND ON THEIR MIND
No wonder they are increasingly focused on return on investment and are zeroing in on where they can best measure results: at the point of sale.
THAT'S BECAUSE MARKETER'S DON'T KNOW HOW TO CREATE A MORE POWERFUL PRODUCT BASED POSITIONING STRATEGY - so they fall back on the easier things they can do. If they had a better positioning strategy, they could spend far less money on all this integrated marketing support stuff.
Positioning is the highest octane fuel. So how fast do you want your brand to go?