Byron Sharp is famous for saying that “sales growth won’t come from relentlessly relying upon a particular segment of the brand’s consumers.” Whilst this statement might have been true in 2010 when he published his book, does it still have a place in the marketing almanac today? Companies such as Proctor and Gamble, Unilever, Coca-Cola, Microsoft and Verizon […]
Whilst others settle for Category Management, at Big River Solutions we drive for Category Development
Our belief is that Category Development delivers more, and has a greater effect than just taking the purely historical view produced by Category Management. We acknowledge that a review of the past has a part to play in creating a level of retrospective understanding. However, predicting and anticipating the trends that are approaching allow us to help you ensure that your category retains its relevance. Aligning expectation to market conditions, which are shaped by the customer, shopper, consumer and the environment, allows clients to identify new opportunities, including NPD, brand extension opportunities, and shopper marketing.