OOH coffee shops were shaping consumer expectations of coffee consumption, Nestlé needed a way forward to ensure long-term growth.
Leveraged a new set of consumer demand moments to help business plan where to play and invest.
Align the global and local teams from both Retail and OOH behind a common global strategy for where growth will come from via a category strategy. Executed in multiple pilot markets.
Improved cross-functional alignment behind common consumer territories for growth.
Better integration of consumer opportunities into the strategic plan across departments, regions and globally.
Better, category-centric customer business plans.
“The best category strategy programme I’ve ever been on.” Coffee Managing Director, Nestlé