Category Vision
Do you have a clear Category Vision that drives your brand growth plans and supports collaboration both internally and externally?
VISION
A Category Vision is a roadmap for growth that can be shared across all your stakeholders, because it focuses on:
Growth: of both consumption and purchase, at the category and brand level, with an emphasis on growing the pie so that all can profit from the growth.
Value: growth must deliver value either through volume growth, or from innovation in all its forms.
Collaboration: both internally between your sales and marketing functions, and externally with your retailer partners.
As category leaders your brands already have a large influence on the success of their categories, and your brand managers will already be working out how to deliver future brand growth. By articulating your growth ambition in terms of a Category Vision, you not only ensure you look for growth beyond the boundaries of your current brand, but you also make it much easier to get support from your retailer partners.
At Kinetic Consulting, we have the specialist knowledge and the experience to help develop your Category Vision, ensuring you unlock future consumption growth and drive category value.
ACTION
Our consultants will facilitate your planning process and provide you with a methodic approach that ensures that you move forward with ease, get your Category Vision right, and see fast results.
We use an adapted version of the Kinetic model to create a Category Vision:
Kick Off: we agree the project charter, the scope, the objectives and the resources. We ensure there is senior alignment, and that the project is clearly defined.
Data-Gathering: we research consumption hotspots and gain consumer, shopper and retailer insights, along with macro trends that will influence future growth
Growth driver Creation: From these insights we generate a long list of growth opportunities with a clear understanding of the role your brands will play
Decision Making: we carry out in-depth analysis of the growth opportunities, quantify them, and prioritise the ones that will define your Vision
Communication: we use the shortlist of growth drivers to create a compelling Vision that will inspire your shoppers and engage your customers to work with you.
Enabling: We make sure that the vision focuses on the right channels and customers to unlock each growth opportunity, and we enable you to create winning activation plans based on the drivers
Execute: We take you through to instore execution, and help you track success
The outcome: We make sure you get it right – that you have the right drivers, the right portfolio, the right vision for the right customer and at the end of the process, the right targeted execution.
