When developing a Category we identify the growth opportunities and shopper enablers to unlock consumption or purchase. This is set out in the Category Vision which identifies strategies and tactics to unlock the growth opportunities.
The Activation Plan details the activities which are then developed in line with identified strategies and tactics. By integrating these activation plans into a customers joint business plan, the growth opportunities can be realised.
Our 360 programme includes:
Category Development Index or (CDI) measures the sales strength of a particular category of product, within a specific market.
To calculate the CDI:
A% / X% * 100
Simply divide product “A”‘s share of total sales in the specific market by that market’s share of total population. Multiply the result by one hundred to get an index number.
Our expertise comes from 20 years in the field. We have developed some of the most creative and pragmatic category development solutions in today’s market. This is where science meets art.
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