What makes a winning Category Strategy…

We’ve worked on a lot of Category Strategies – from Personal Care to to Toilet Paper; from Hot Beverages to Healthy Snacking. But regardless of the specific category, there are some key things that all winning category strategies do…

They identify and
focus on the things
(insights) that really matter in the category.
The things that are most important.

They are specific. They
hone in on what
things mean for that
particular category – e.g. not just “health,”
but the angle on health
“5 a day”.

They are directive.
They identify what you
need to do (Drivers)
and how you need to
do it (Critical Moves)
and prioritise.

They tell a simple,
clear & memorable
story. People get it,
remember it and can
play it back & talk to it.

They are specific. They
hone in on what
things mean for that
particular category – e.g. not just “health,”
but the angle on health
“5 a day”.

Our Point of View

We’ve written a couple of easy, 2-minute reads that tell you a bit more about our Category Strategy thinking….

The Case for Category Strategy

Why we think Category Strategies
are a “must have” not just a “nice to have”.

How Strategy can work in
the Long and Short Term

How to make sure your
strategy delivers real results in the
short-term and keeps you on the
right path in the long term.

To find out more about the other main areas we work in, please click on the relevant button below:

If you’d like to know more about…
What we do: Category Strategy, Shopper Communication & Selling Stories…Or…
The Insight Traction Knowledge Bank: A subscription service that gives you access to the best of our images, content & blogs…
Please contact: hello@insight-traction.com