Category Vision development requires discipline, resources and strong client intent if they are to be successful.  But one element which is often overlooked and sometimes acts as a barrier to initiating the process is briefing the vision or strategy. 

So here is our short guide. It’s quite simple and involves answering a short series of questions.  These will help us understand your requirements and deliver a fully costed proposal.  The questions are:  

What are the broad business objectives? 

• Your overall business goals and ambitions? 
    

What are the specific project objectives?  

• For your business - what are you trying to achieve with the outputs of the project?  
• Functionally - what are you trying to achieve?  
• How will the vision fit into other functional and planning/budget processes?  
    

Project scope?  

• Which categories are involved in the Category Vision?  
  • Category name and sub-categories  
• Which countries or regions are involved in the Category Vision?  
  • Are there countries that could be representative of regions?  If so, which?  
• Is there a focus on specific channels or retailers?  If so, which?  
    

What is the desired deliverable?  

• What does good look like?  
• How will the Category Vision or Strategy be applied? For example: 
  • Is this for overall business direction i.e. “The broad platforms for growth that give business direction over the next 3 to 5 years”? 
  • Or an upcoming retailer meeting i.e. answering a more specific growth challenge? 
• Who are the intended recipients of the output? 

Who are the internal Key stakeholders - Primary (consult) /Secondary (inform)  
  

Roles and responsibilities anticipated for you and your team?   

To what extent will you, your direct team or cross functional team be involved in the development of the Vision? NB The development of a Vision can be very time consuming. 

• NOT AT ALL.  We would like you to take the brief and deliver the entire output, with check-ins along the way. 
• CONSULTED.  Team will provide the data and be available to answer any questions.  This may include their participation in workshops at key stages and check-ins at key milestones.  Most popular approach. 
• FULLY COLLABORATIVE. The team will be fully involved throughout; working alongside the external agency in the development and delivery of the vision. 
    

What existing data / reports / research do you have?   

• Continuous data (eg Circana, NIQ, Kantar)  
• To what extent is your continious data processed 
  • Raw data (e.g. basic excel spreadsheet or still in the provider's database) 
  • Processed and analysed (e.g. charted and dynamics highlighted) 
  • Presentation and insight (e.g. all data has been processed with conclusion and implications identified and articulated) 
• Consumer / Shopper research (e.g. Usage and Attitude studies, Consumer/Shopper Segmentation)  
• Market reports (e.g. Mintel, IGD, Euromonitor) 
• Other intelligence sources 
    

Timings?  

• What is the timing for the Category Vision output?  
• What is your desired date of delivery? 
• What is the lead-time? 
• When would you like to start? 

What is the anticipated budget?  

• <£25k 
• £25k - £50k 
• £51 - £75k 
• £75k plus 

If you have any questions or would like to speak to us about briefing or developing Category Visions and Strategies please contact us on: 

• info@TheCategoryManagementCompany.com
• Or complete the 'Contact Us' form below with as much detail as possible.