Category Management Strategy development including Category Vision & Growth Drivers

Client – Leading Pharmacy-led Health and Beauty retailer
Region – United Kingdom

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

Asbiverse 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

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