Marketing to the Retail Trade

Part of a series on marketing, this book is aimed at consumer goods manufacturers faced with the challenge of increased retailer power. It identifies key trends and the issues arising out of them, assesses the implications for manufacturers and poses managers' crucial questions. Some basic description is given of such things as EPOS, DPP and space management for the benefit of those who have not come across them and will be of value to anyone studying marketing in a polytechnic or university business school. The book begins with a description of the current situation. It attempts to sort reality from some of the myths surrounding the relationship between manufacturers and retailers. It concludes that retailer power is here to stay in most markets in most countries, and that manufacturers must adapt to this fact. The newer techniques of direct product profitability and space management are discussed. The need to identify who in the customers' organizations you should be in contact with is described, and the need to plan and manage the relationship is argued. A step-by-step approach to organization design is set out, followed by a discussion of possible structures. The book ends with a checklist of the actions which all manufacturers should be taking in order to cope with the challenges of the future.