Perhaps you are taking terrible decisions around him: the banks are investing in poor-quality mortgages. However, you are spending your money on things that are worthwhile, allowing you to control what can be controlled. Gunther said that Newell Rubbermaid has made a similar change in the line paint applicators Shurline products packing. Though Shurline acting on a segment without great appeal – in which the brand recognition is approximately 5%-, investigations showed that the customer’s desire to have a greater degree of control was, inter alia, in touching paint applicators ‘ bristles before buying them. It was a change in the packaging that allowed the client to interact with the product. As a result, Shurline sales remained stable last year, while the sector, in general, recorded a fall of 30%, said Gunther. Became one that brands should work in partnership with the retailer in the management of the segment when they had to deal with the brand of the Distributor.

What happens to retailers when they ejected from the Bookshelf to branded products?, asked Kuenne. The only distributor brands work when there is competition of brand that sets a low range of prices which the dealer brand can operate. To rationalize the shelf, he said, everyone wins: stores sold, the consumer has choices and brands conquer a space right on it. This partnership with retailers is not always easy, Kuenne added. Brands may have to give more than what they are accustomed in the negotiations.

However, that will allow one greater access to knowledge about the consumer, noted Brand. We can, for example, say retailers: look, we are Campbell Soup. Nobody knows the consumer of our soup better than us. You should not be allowed to the retailer to understand, on their own, to your client. By sharing this knowledge and news about a product determined still in the process of production, the manufacturer can help to shape the way in which the retailer reasons about which products have in stock and where to display them.

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