Spotlight on
Category strategy.
Client problem
OOH coffee shops were shaping consumer expectations of coffee consumption, Nestlé needed a way forward to ensure long-term growth.
Approach
Leveraged a new set of consumer demand moments to identify growth drivers, which informed business choices about where to play and invest.
Solution
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.
Outcomes
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
