DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE
MORE ROOM FOR GROWTH?
Laundry Additives : is
there one in every
Alcoholic drinks : are people
drinking as much as they
Confectionery : are people
reminded of all the
occasions they can
MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL,
EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION…
GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND
WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE…
HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED
IN A STORE ENVIRONMENT
5 QUESTIONS TO ASK YOURSELF...
Does the category you’re working on have room for consumption growth?
Are you investing heavily to win share from your competitor, only to lose it back
to them in the next promotional period?
Is it costing more and more to partner with Retailers, in promotional investment
required to get support, and margin delivery?
Are you linking consumer needs to the purchasing occasion?
Are you CHANGING BEHAVIOUR?