Spotlight on
Category strategy.
Client problem
Growth challenges in a tired category lacking differentiation between brands and private label.
Approach
Development of a category strategy to energise and ignite consumer, shopper and customer participation.
Solution
Facilitated creation of the strategy rooted in a revised category definition reflective of today and tomorrow’s consumer usage, which enabled the category to expand its boundaries leading to portfolio changes in the clients offer.
Outcomes
Improved category consumer/shopper category relevance.
Revitalisation of category performance.
Disproportionate share gain.
A step-change in customer relationships.
