Companies who appoint a team to develop a world-class category development project only to recognise the shopper activation element will be disappointed; there’s much more to a strategic category vision.
Consumers and shoppers will shift their consumption and purchase between categories, brands, channels and retailers in order to maximise the value and affordability of the benefits they want
Another reason is the margin and revenue that they contribute to the store.
Category Marketing: Talking to a client who works in a global category team recently, we lamented the lack of focus on Category Marketing and Value Chain Marketing.
A detailed Category Vision will impact all organisational functions and steer operational plans and KPIs.
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