Category Positioning

Own-brand & Brand

 

Winning in the category starts with knowing the role you play.

In crowded categories, the risk is 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 the shopper needs, the competitive landscape, shifting market dynamics, and where the real opportunities for growth lie.

 

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

 

Giving you a clear, confident category position that enables you to:

  • Stand apart from competitors
  • Strengthen relevance with customers and their shoppers 
  • Have more meaningul conversations about the distinct value you bring and how your offer complements the wider range.
  • Align internal teams around a common direction
  • Build a credible and sustainable growth strategy

 

Going Beyond Data. Beyond Predictable.

 

Ai can organise data and insight—but it takes critical thinking, judgement, and commercial instinct to interpret it.

 

Why?

The brands and own brands that lead the category anticipate shopper trends, make bold choices, and create real differentiation.

 

"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."

(Head of Commercial, 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)