A category is a group of solutions (products and services) that are intended to deliver a defined consumer benefit in response to a defined consumer need. Th...

Category Marketing is an integrated approach to consumer, shopper and customer marketing that results in aligned brand, channel, customer, service and supply...

A Category is a group of "solutions" (products and services) that meet a consumer need by delivering a defined benefit (the "Core Benefit") - thus, in the mi...

In "category marketing" we aim to influence all key decision makers in our market value chain. To do this we must first identify : WHO we are targeting : our...

Knowing your target market lies at the very heart of marketing and sales. In CATEGORY MARKETING we need to understand the NEED that defines the market we are...

Many businesses struggle to identify true insights - most conduct intensive "insight development" activities only to end up with a collection of interesting ...

The first application of your knowledge and insight to your strategic planning should be the development of your vision of your category's future, and what i...

Integrated Consumer, Shopper and Customer Marketing will drive higher revenue, profitability and brand loyalty 4 Tasks Communication of the brand promise to ...

In which quadrant would the "highest risk" companies fall?

Many supplier companies express the wish to be a category leader with their customers - in other words they aspire to a position of real influence over their...

When completing a strategic plan for your category, a critical use of your "insights" is to determine the Commercial Drivers of your category - the "forces" ...

Having worked on many Category reviews around the world, helping teams mine their data to find those elusive insights that are the key to unlocking growth, i...

Having helped clients all over the world develop a clear vision of their Category's development, we have put together this one pager to explain what it is, a...

Your Employer Brand is a critical determinant of the talent you attract, and the talent you keep. Failing to understand what your Employer Brand represents ...

We help businesses grow through integrated commercial strategies, with aligned capabilities and talent, that enable them to win at the critical points in th...

Businesses that have control of their Employer Brand deliver an Employee Experience that matches - which translates into better hires, and retention of the t...

Are you influencing your market effectively and efficiently?

"Stratbites" - Little snippets of advice to help you towards Commercial Excellence

Stratbites - Little snippets of advice to help you towards Commercial Excellence