Category Marketing

Category Marketing...

To create, develop and then sustain the profitable demand for a consumer-defined category of products/services by developing and positioning its proposition and offer to better meet the determined needs of target consumers, shoppers and customers

Unlimiting the Opportunity...

Category Marketing, through its focus on driving total category growth throughout the market demand value chain, increases the growth potential of brands that compete within it. Companies that practice effective Category Marketing are best placed to capture a greater proportion of Category growth for themselves through their brands, thus accelerating their absolute performance and market share

Category Marketing Solutions for Growth - Framework

Category Marketing (2)


Understanding key trends and dynamics to identify key issues to solve for category growth

Category Insight


Identifying the key drivers of category growth

Category Foresight


Setting a category vision and building the plans to achieve that vision

Category Create


Developing category-focused, brand-led solutions to unlock category growth

Category Activate


Activating Category growth initiatives amongst target consumers, shoppers and customers

Category Drive


Managing the execution, efficiency and effectiveness of Category based programs to agreed standards