User talk:Pankhuri31

' BRANDING THROUGH RETAILERS '''

In many countries today,the biggest retailers dominate the consumer environment.Although the internet and the catalogues allow manufacturers to sell directly to the public,these media currently only deliver a niche market opportunity. In its return,retailing is a highly competitive market usually with a small numver of very large retailers vying with each other for the top position. Retailers do make a considerable mark-up on manufacturer's prices,but oftentheir net profits are significantly below those made by large manufacturers. In a cluttered ,fragmented media environment the store now plays a prominent role as both a medium and a mediator between the brand and the consumer.

Over the last few years,the largest FMCG manufacturers have been increasingly threatened by the large retailers because without them,they would not be able to reach their customers,in terms of both logistics and consumer communications.The role of retailer as communicators for a particular brand is important-advertising is effective not only because it directly persuades consumers to buy a brand ,but because it persuades retailersto allocate that brand with extra shelf space.This coveys to the consumers that the brand is much in demand,and therefore probablyworth buying.Therefore,manufacturers must be able to build strong brands and maintain relationships with retailers.--Pankhuri31 (talk) 13:43, 25 April 2017 (UTC)