DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE MORE ROOM FOR GROWTH? Laundry Additives : is there one in every washload? Alcoholic drinks : are people drinking as much as they might be? Confectionery : are people reminded of all the occasions they can consume?
Category Manuf. Share Most Manufacturers still have a “Share Steal” business model, even if the Category isn’t mature FIXED CONSUMPTION… Share Steal
Manuf. Share GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE… Category
HOW “Cold” strategic platform might look when activated in a store environment 15
5 questions to ask yourselF... 16 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?