Category Vision
Having a Category Vision means driving long term sustainable growth. Category Vision is a clear statement of what the future drivers of the category will be and how will they influence the value of the category.
By pushing the category to grow through these drivers, you will get a disproportionate gain of the growth.
What should be considered when developing a category vision? The key factors that affect how this category will be shopped in three to five years time are:
- macro trends: growth of envromentals factors and aging population
- consumer trends: rise of individualism between consumers
- market dynamics: growth in organic or decrease in artificial segments
- suppliers’ iniatives
- retailer and/or manufacturer pressures: governamental initiatives
Good vision statements are BELIVABLE, CHALLENGING, MOTIVATING, SHORT & MEMORABLE, EXCITING, and SET DIRECTION.
Category Drivers
Category Drivers are consumer or shopper-led changes in consumption or purchase that will be responsible for a step-change in category growth.
Bringing it to life
Full implementation of Category Vision of Drivers include touching of these ares:
- Winning with Consumers
- Portfolio & Innovation
- Brand Positioning
- Consumer Communication
- Winning with Shoppers
- Poit of Purchase Vision
- Range & Merchadising
- Price & Promotion
- Winning with Retailers
- Channel & Customer Understanding
- Organisational Capability
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