It identifies, quantifies, and assesses the total market opportunity and potential threats for the consumer-defined categories in which it competes and sets the context for its brands to compete more successfully and sustainably
It drives sustainable growth and equity of the company’s brands across all categories in which they compete by exploiting relevant category growth opportunities whilst building sustainable and relevant propositions for target consumers, shoppers and retailers
It ensures the company’s brands are consumers’ first choice at every relevant moment of consumption
It ensures the company’s brands are shoppers’ first choice whenever they make the decision to buy from the Category and to ensure that decision is acted upon when they make the purchase
It secures sufficient and preferential support for the company’s brands within its Customers’ sphere of operation and influence
Accelerating profitable business growth
Turning around poor category / brand performance
Strengthen brand equity
Engaging more effectively with consumers
Driving sales performance at the point of sale
Winning the digital purchase
Improving and strengthening customer support
Rapidly evolving consumer needs and expectations
Transformative shopper access to goods and services
Dynamic and shifting retail landscape
Acceleration and fragmentation of media options
Emergence of highly focused micro competitors with global reach
Stricter social and environmental parameters for business activity
Growing the market and growing faster than the Market
Building brand equity and value in all categories where it competes
Delivering a valued consumer experience, consistently
Influencing and servicing the shopper wherever and whenever they wish to buy
Achieving and coordinating the required levels of customer support across all channels
Operating in a more digital, global and instantaneous market
Where should we compete?
How should we compete?
Can we compete?
What do we need to know?
Do we really understand what is happening and why?
Where is the potential and how do we access it?
Do our plans lead to effective innovation and activity?
How should we engage with our target market?
How do we respond to, and manage operational issues?