Category Management Strategy development including Category Vision & Growth Drivers
Client – Leading Pharmacy-led Health and Beauty retailer
Region – United Kingdom
Context
- Client wanted to drive growth in the Sun Care Category by delivering shopper focused value addition. In order to achieve this objective, client intended to develop a well-defined category management strategy which can be understood, embraced and embedded in the business for sustainable growth
Action
- Asbiverse Group facilitated cross functional team/ stakeholder engagements to assess the category, following key business questions to re-define the category, develop a menu of key growth driver opportunities and craft an over-arching vision statement
- Size of prize was quantified for each Category Driver to ensure each opportunity was realistic and motivating for all
- Tactical toolkit was built to best unlock each driver from a category perspective
Results
- The proposed approach enabled transformation in supplier’s mind-set and ways of working from product/ brand led approach into how they could best meet the needs of the category through the most relevant solutions
- Elevated dialogue with leading retailers to re-invent the category in-store to step change target shopper behavior and category growth
