Key to growing your brand is Category based selling

Most companies have a clear picture of where they want to go with their brand. However, the value of a brand plan fails if your products are not visible in-store or you don´t have the right offer to trigger purchases.

Your customers are honestly only interested in how your brand will grow their category or help them take shares from competitors.

Therefore, the key to success is to ground your plans  & initiatives on how they will impact the category (Category based selling). Having a clear vision for the entire category when presenting your plans to the customer will lead to:

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  Influencing your company to develop brand strategies that drive total category growth.
  Make your plans relevant to the customers agenda.

I have worked for many years on category projects with retailers, so I have a wealth of experience of Category based selling.

Many companies have Category visions but often they are just a marketing plan with a category twist or an international vision that hasn’t been tailored to your local market. I can help with good models on both how to create a vision from scratch or locally adapt your international vision. This can be done as a project or via workshops, which I recommend.

Type of projects i can support you with:

• Category visions
  • Category definition
  • Category strategies (drivers)
  • Validate drivers with local insights
  • Define potential per driver
  • Tactics per driver
• Price strategy that gives you an idea of ​​what price position you should have to get the best profitability
  • Map sales by price groups – which price has the greatest potential
  • Competitor price analysis
  • Pricing strategy
• Campaign strategy based on triple wins.
  • Analysis of completed campaigns based on the benefits for shoppers, customers and companies
  • Proposed campaign strategy
• Space analysis
  • Evaluations of existing planograms
  • Suggestions for improved planograms
  • Visualization in space tools