Commercial Category Strategy
Category Strategies need to drive the strategy across your business in short to long term
What makes a category strategy compelling and commercially successful?
- Focusing on increasing consumption, not just pushing purchase
- Simple opportunities that are incremental for your brand and the category
- Compelling ideas that get everyone energised and motivated to execute
- Tangible quantifiable opportunities that can be tracked and measured
- Clear vision of a category that delivers for consumers, shoppers and your customers
Our checklist is deliberately short and sweet as the world of retail is changing fast so the era of category strategy projects that took 6-12 months is long gone!
Instead we work with marketing, category and sales teams to go from Analysis > to Insight > to Opportunities > Category Drivers> Vision & Category plan in 2 months.
Vanessa and her team at Dynamic Reasoning led us through a great process to realise a completely new category strategy. Based in consumer and shopper insight but in a way that we could own as a business it’s changed the way we are looking at what we do both internally and externally. Rob Bowden, Commercial Director Lactalis Nestle
Why is our approach so dynamic?
We apply our tried and tested approach of Propensity Analysis to developing category strategies and category management projects.
This means focusing on propensity to increase consumption and therefore purchase, rather than starting with the shopper and working back.
Ultimately this creates a sustainable category strategy rather than one that’s heavily reliant on pushing products into the shoppers’ basket.
Plus this delivers what buyers are looking for which is evidence of incremental category growth, making it easier to sell the category vision and plans externally.
Examples of previous projects:
Like to know more?
Click here to view our free evaluation tool designed to help category or sales directors to review their existing category strategy.
Or if you have any questions or would more information on our approach to developing an effective category strategy then please send us an email.
Alternatively please click here to arrange a call to discuss any elements of your current category strategy you'd like to develop or strengthen.