A great Category Strategy…
- Identifies and focuses on the things (insights) that really matter in the category.
- Is specific. Hones in on what things mean for that particular category – e.g. not just “health”, but the angle on health e.g. “5 a day”.
- Is directive. Identifies what you need to do (Drivers) and how you need to do it (Critical Moves) and prioritises.
- Tells a a simple, clear and memorable story. People get it, remember it and can play it back.
We have developed a lot of category strategies. These set out how a category can grow and what you need to do to drive that growth. We have also developed a lot of point of purchase strategies. These set out how you most effectively sell a category – now and in the future.
|We worked with a leading household goods manufacturer to create a Category Strategy for each of their Paper categories. We are now working with them to develop a European Category strategy for Hygiene.|
|We worked with the UK’s fastest growing healthy snacking brand to develop a Category Strategy for UK Retail.|
|We worked with a leading branded manufacturer to develop a ‘Health & Wellbeing’ Macro Category Vision.|
Click here to view our recent Category Strategy Article…