Category Positioning
Own-brand & Brand
Winning in the category starts with knowing the role you play for your shoppers and retailers.
In crowded & competitive categories, there's a risk of too much choice without clear purpose. Ranges expand and shopper needs become blurred resulting in inefficient ranges and stalled growth.
How we help
We help you understand shopper needs, the competitive landscape, shifting market dynamics, and where the real opportunities for growth lie.
Why do it?
The brands and own brands that lead the category and make a difference for their retailers anticipate shopper and consumer trends, make bold choices, and clearly articulate their real differentiation.
A clear, confident category position enables you to:
- Stand apart from competitors
- Drive innovation, new listings and distribution growth
- Strengthen relevance with customers and their shoppers
- Create innovation retailers believe in
- Sell the distinct value you bring and how your offer complements & drives category growth.
- Align internal teams around a common direction
- Build a credible and sustainable growth strategy
- Build stronger retailer partnerships
We work with you to define and sharpen your category positioning by:
- Identifying the role your brand and ranges should play within the context of the category
- Articulating shopper profiles, needs, and how your offer should meet them
- Understanding competitive dynamics and category shifts
- Clarifying where you can win—and where you shouldn’t compete
- Defining a distinctive and credible position
- Translating that position into a tangible growth strategy
We make the difference through:
Critical thinking, Perspective. Judgement. Challenge. Debate. Commercial instinct.
We go beyond the data & beyond the predictable to find your competitive advantage.
"The Growth Factors transformed our thinking from "how can we execute a tactical launch" to a more future-focused, strategic approach to category growth, helping the brand resonate in a more meaningful way with retail partners".
Director of Sales UK
Impossible Foods
"When we gain category captaincy we win, clear and simple. The work done has without question contributed towards Tesco's belief that we have the right to take on Unilever brands ... Our sell in story & strategy for 2025, focused on their key principles as a retailer, has given them further belief that we understand their shoppers and can support them on increasing penetration and shopper numbers".
Commercial Director
Revlon
Get in touch
See how we can help you go beyond the predictable to create competitive advantage.
Email: hello@thegrowthfactors.co.uk
