Category & Share Accelerator
Stop buying your market share!
A comprehensive strategic program to grow the entire category and gain a disproportionate share advantage
Do you have the ambition to shape your category?
Stop buying your market share
UNDERSTAND
Category growth driversand consumer needs
SHAPE
Influence the category’s development
LEAD
Improve partnerships with your customers
GROW
Capture disproportionate growth
Create an uncopiable competitive advantage
CATEGORY
Fighting for a part of a shrinking pie
Share growth in a larger category
CUSTOMERS
Pay to play
Strategic partnerships
CONSUMERS & SHOPPERS
Auto-pilot choices
Increased value through improved fundamentals
ORGANISATION
Sub-optimal planning
Streamlined strategy
Implemented succesfully in 14 European markets
RESULTS
HIGHLIGHTS
Category growth +1.5% to +8%
Market share +0.8% to +17%
Innovation
• Non-alcoholic drinks
• Flavoured beerCategory captaincy and preferred supplier status in key customers
A modular 5-step process from data to action
PREPARE
Market and category insights
Assessing the landscape
Consumer understanding
EVALUATE
Market and category assessment
Category definition
Risks and opportunities
STRATEGISE
Growth opportunities
Which brands can win, where
Sizing the commercial opportunity
ACTIVATE
Customer planning
3600 activations
Point of Purchase principles
IMPLEMENT
Activations by SKU
Category layout proposals
Embedding plan and measurement KPIs
3-4 WEEKS
3 DAYS (WORKSHOPS)
1 WEEKS+