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

  • Asbicon 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