Problem solved

 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.

 Strategy 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.

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