Spotlight on
Category strategy.
Client problem
How to influence the way customers view the CSD/soda category, with a portfolio that plays in a limited part of the category, as opposed to competitors whose portfolios span the entire category.
Approach
Develop the category strategy by working with a multi-functional team, leveraging the existing category insights and supplementing this with our own in-house insights.
Solution
A bottled water category strategy at the heart of a total CSD/soda category landscape. Consumer and shopper focussed strategies differentiated by channel, designed to change future behaviours and delivering incremental category growth.
Outcomes
Alignment through the organisation with a common language and direction across marketing, sales and through to the customer.
A set of future focussed strategies designed to deliver incremental growth over the next three to five years.
Tailored strategies designed to reflect the different shopper mission and mindset by channel.
