"suppliers can return the favour, it’s about time they did"

A propósito de "Muito para além do ‘glamour’, marcas geram riqueza real". Ao longo dos anos, aqui no blogue, tenho sido muito crítico da Centromarca.

A Centromarca apesar de constituída por marcas, algumas poderosas a nível mundial, apesar do acesso a consultores e marketeers, tem optado por uma estratégia de confronto com a distribuição grande muito semelhante à dos produtores leiteiros. O que, para quem pensa estratégia, para quem pensa primeiro no consumidor e na sua liberdade e qualidade de vida, é uma estratégia que provoca urticária.

Entretanto em "The Great Fragmentation : why the future of business is small" de Steve Sammartino encontro uma mensagem para cada uma das marcas:

"If you make, you retail (big and small)[Moi ici: Mensagem dedicada a empresários que pensam à frente, Por exemplo a troika: P, P, e A] In the past, artisans used to sell what they made directly. The world of retail gave manufacturers, makers and artisans access to a new set of customers who could be from anywhere. The virtues of retail gave suppliers access to wider markets, more sales and bigger financial opportunities. It made sense to hand over part of the profit for access to new customers. Retail reduced the friction of selling by widening the customer base. For large tracts of the industrial era, retail was a specific industry that suppliers couldn’t and didn’t do. Now they can. We’re quickly moving to a ‘we all retail now’ environment and customers want and expect to be able to go direct to brands.
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Retailing is no longer about those guys over there who sell stuff; it is, and should be, about anyone who makes anything, not only because it’s now possible, but because it can provide improved margin and the direct connections the market rewards. It’s incumbent on those who once supplied to others for selling to know they can do the selling themselves. In an economy where anyone can make anything, having access to the people you sell to becomes a survival necessity. The power is with the distributor. We’ve already seen consumer goods retailers making their own ‘home brand’ goods to compete with their suppliers. Every supermarket in the world has a line of private labels, as do electronics retailers, and even cable television providers are funding programs to fill their channels. Now that suppliers can return the favour, it’s about time they did."