Greg Thain & John Bradley 
Store Wars 
The Worldwide Battle for Mindspace and Shelfspace, Online and In-store

The sequel to the highly successful Store Wars: the battle for
mindspace and shelfspace published in 1995. The new edition
will retain all the strengths of the old book including a
comprehensive and complex approach to the consumer & retail
market and the interaction between FMCG retailers and
manufacturers. The book will be thoroughly revised and updated and
will consist of 4 main parts:

* A section on leading FMCG companies and brands (such as Coke,
P&G, Unilever, Nestle, L’Oreal etc.), their marketing and
branding strategies in the western markets (USA, Western Europe:
UK, France, Germany and others).

* A section on leading retailers (Wal-Mart, Tesco, Carrefour
etc.), their developments and expansion over the last 10
years.

* A section describing the interaction between retailers and
manufacturers, including competition for end-consumers, trade
marketing.

* A section covering the Emerging Markets–the retail
landscape in the major developing economies, results of the
expansion of major FMCG brands and western retail chains,
challenges related to distribution and FMCG marketing in those
countries.

The book will also discuss the impact of the Global Crisis on
the consumer and retail markets as well as predictions and
prospects for the future.

Table of Content

Acknowledgements vii

Introduction ix

CHAPTER 1 Shifting of power in the value chain 1

CHAPTER 2 Differences between manufacturers and retailers 23

CHAPTER 3 The fragility of a marketing orientation 37

CHAPTER 4 Retailers and the marketing concept 53

CHAPTER 5 The battlefield for mindspace and shelfspace 69

CHAPTER 6 The battle for mindspace 83

CHAPTER 7 The battle for shelfspace 101

CHAPTER 8 Creating a sustainable retail differential

CHAPTER 9 Private label 139

CHAPTER 10 Trade marketing 165

CHAPTER 11 Internationalisation and emerging markets 193

CHAPTER 12 E-retailing 215

CHAPTER 13 The new order and its challenges 239

Appendix 1: Top private label manufacturers 265

Appendix 2: BRIC market snapshots 269

Index 277

About the author

Greg Thain has been Chairman / CEO of marketing, trade
marketing, Internet, consultancy, PR and research companies, in the
UK & emerging markets. Having over the last 20 years owned or
managed businesses in Russia, India, China, Turkey, Hungary,
Romania, Greece, Ukraine, Sweden and Kazakhstan, working for many
of the leading international FMCG and retail businesses. Currently
adjunct professor of marketing & E-Commerce at the
International Monaco University (IUM), and Chairman of the
Storewars marketing business. He lives between Monaco &
Moscow.

John Bradley held international marketing positions in
Cadbury for 24 years before becoming a consultant and writer. His
first book, Cadbury’s Purple Reign, was published in
2008 and John is a regular commentator on the FMCG world in his
adopted home country of Canada and the USA. John is currently
working on his next book, again jointly with Greg, on the
world’s leading consumer marketing companies; provisionally
entitled, The Mega-Consumer Companies, scheduled to be
published April 2013.