In working on category strategies for consumer goods and retail clients we are often asked to turnaround or turbocharge the fortune of legacy brands. As markets, competitive environments and consumers become ever more complex, our proven consumer methodology gets to the heart of realising sustainable competitive advantage and designing organisations to win.

Underpinned by our proprietary knowledge assets and methodologies, we combine analytical depth with fresh thinking to generate new perspectives and actionable insights. Building upon back-tested models and demonstrable value creation from experience across many brands and international markets we work with clients to drive market share and deliver enduring profit growth.

Whilst each category challenge is unique, our structured approach ensures a robust diagnosis of key issues and prioritised opportunity identification. We work with you to develop a winning category strategy with clear actionable recommendations standing on the shoulders of robust analytics, including:

• Market driver disaggregation 
• Competitor strengths and weaknesses diagnostics
• Meaningful consumer segmentation (eg uses, needs, values, behaviours)
• Primary consumer research and intelligence
• Social media trends
• Brand v private label economics
• Pricing econometrics and cross-price elasticities
• Pricing strategy and architecture
• Promotional effectiveness
• Channel optimisation and go to market excellence
• Geographic demand and distribution imbalances
• Format alignment / evolution
• Customer specials
• Category management best practice
• Brand repositioning
• Loyalty insight
• Big data analytics

We work with leading consumer goods companies and retailers globally to realise advantage through structured category propositions At the heart of our work, we believe that working collaboratively with client teams to build on existing knowledge and develop rapid buy-in to winning strategies to deliver maximum impact.