Category Vision & Strategy
The service
Our category visions are compelling, quantified and insight led.
Our aim is simple.
Work with our clients to identify long term growth platforms comprising pragmatic Drivers and Strategies which are:
Actionable
Differentiated
Stakeholder aligned
Worth the effort
Category Visions & Category Strategies
What is a Category Vision?
A category vision is a formal statement that sets out a strategic plan to deliver incremental growth to a defined category; detailing how a category can step-change performance, over the next 3 to 5 years.
It aims to use insight to identify the substantive and unique growth platforms that will positively influence consumer and shopper behaviour. The category vision outputs are a range of mutually exclusive quantifiable drivers and actionable strategies that will encourage new shoppers to buy more and more often, securing sustainable value and volume growth for retailers and suppliers.
Category Vision vs Category Strategy
The differences are important as they impact how the category is defined and the level of change required to activate the plan. Which you use depends on category maturity, investment levels and the desire for fundamental change in the category by retailers and suppliers.
Category Vision Explained
A true category vision will seek to challenge the norms that exist inside the category. A category vision will examine the broad needs the category satisfies and seeks to understand how these can be fully met. This will encourage a reappraisal of what the 'category' stands for and in doing so uncover a much broader range of opportunities not presently being offered to consumers and shoppers. So, a category vision starts more from a 'blue sky thinking' stand point, exploring brand new avenues of growth that have been previously untested.
Category Strategy Explained
A category strategy will work to expand opportunities within the existing scope of category parameters. This means it does not seek or require a significant shift in current operations to activate it. It still involves a robust, insight-led and evidence-based approach; identifying incremental growth opportunities, white spaces and gaps that seek to step change category performance and influence consumer and shopper behaviour. The start point simply being through the lens of the existing category definition.
Why develop Category Visions with THE Category Management Company
Experience
Our managing partners have 30 years experience developing Category Visions so we’ve seen most things along the way, but still relish a challenge. We have developed Visions for companies and brands such as General Mills, Danone, Coty, Highland Spring and many more.
Best Practice
Our processes are
evidence based, robust
and best practice. Of course!
Collaborative
Not only do we collaborate with you in development, we also encourage a collegiate approach where all functions are involved. Everyone on the journey together and all pointing in the same direction.
Pace & Value
We will do everything we can to deliver at pace (without compromising quality!) and our model means you can develop a Category Vision for less than you would have thought.
How we deliver Category Visions & Category Strategies to you
In terms of ambition, time, budget and expertise, we understand that one size does not fit all.
So, we have three approaches aiming to suit most requirements.
Or, just ask and we will tailor our approach for you:
The End-to-End
We guide and work with you through the complete Category Vision development process. A fully collaborative approach, we facilitate a series of cross functional team workshops from Category Definition to Activation Planning and everything in between.
The Think Tank
When time is pressured, we can develop the Category Vision or Strategies for you.
We immerse ourselves in your category and business, working largely ‘off-line’ to identify the core insights, Drivers and Strategies.
Then converting them into activation plans.
We always consult you and key stakeholders throughout.
The Coach
We coach and advise you through the Category Vision development process. We guide at every stage of the process, providing all the tools and materials. Training in a real time delivery environment, building your capability in Category Vision development.
We are experts
The Leadership Team are experts in delivering Category Visions & Category Strategies
With over 30 years consultancy developing Category Visions, in suppliers and retailers, the team have expertise and a clear understanding of developing market winning strategies that are clear, simple and actionable.
Company Name
The Category Management Company Ltd
15258630
Contact details
Info@TheCategoryManagementCompany.com
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