How do you develop a strong category vision? The following plan can help you with that. But maybe you need to ask yourself first whether a category vision is really what you need.
- Trends & Insights
- (general) market trends
- category trends
- consumer insights
- shopper insights
Most important sources: trend reports, expert knowledge, market research, in- en external data sources.
- Category vision
A category vision tells you where the category can be in a couple of years, and how retailers and manufacturers can achieve this together
- Strategy/Strategic growth drivers
Strategic growth drivers are the strategy to follow as a manufacturer to achieve category growth with a retailer
Tactics are the actual activities linked to the strategies. Think about: price, promotions, assortment, innovation, shelf, instore marketing, trade marketing.
Of course it is important to evaluate the results of the tactics and their contribution to the strategic growth drivers and adapt the plan accordingly.