Category Strategy Planning
Not only are we skilled at working with brands as a whole, we are experts at helping develop strategies for individual product categories.
Our work in this area typically starts with a review of all the relevant, existing customer feedback, sales data and market information – allowing future work to encompass what has gone before. This stage is normally followed by a series of workshops where hypotheses for growth are identified.
Where appropriate we encourage customer involvement at some of these workshops – senior executives and their target audience working together to create a desirable, feasible proposition.
After this stage we usually undertake additional customer research to fill gaps in understanding and explore the relevant appeal and potency of the ideas for growth that had been developed.
Armed with all this information we then work with category teams to formulate plans that are truly rooted in customer needs.