"The bottom line for brands is they can no longer view Amazon as solely a channel and need to acknowledge them as a competitor.""A loja como concorrente das marcas dos fabricantes. É o cúmulo!!! E as marcas dos fabricantes que se queixavam do aperto nas margens, de repente, ficam sem prateleiras!
Em mercados comoditizados as marcas dos fabricantes concentram-se tanto no seu umbigo, na eficiência, que deixam de ser marcas para os consumidores.
A memória recua a 2007, a leituras na estação do Carregado, e faz-me ir buscar:
"Manufacturer brands seem to be moving in the wrong direction. While industries with higher advertising intensity tend to have lower private label share, companies are increasingly diverting money away from advertising to promotions.
Diverting money from communicating with customers to retailer support is the beginning of a vicious cycle for manufacturer brands. As manufacturer brands spend less building their brands with end consumers, they lose brand equity with the ultimate arbiter in the marketplace. This increases the relative power of retailers and their negotiating power. As a result, manufacturer brands are subject to even greater concessions by retailers. In order to fund these concessions to retailers, manufacturer brands divert more money from consumer communications to retailers.
As reseller equity goes up, to maintain balance, manufacturer brands have to spend more rather than less money communicating with customers."
Amazon a caminho de tornar-se uma espécie de Decathlon ou IKEA.