Category Management

Successful companies put the needs of clients first. That way you can be sure you are relevant, and remain so. In order to put your client's needs first, you need to know who your client is and what motivations drive it. Start with the realisation that, as far as your client is concerned, you are part of a bigger picture: the category.

Your brand and products are, often unconsciously, compared with those of other players within the category that meet the same needs. From a category-led perspective, we give you an insight into the position your brand or product occupies in the category, both in the short and long term. Our ‘category reconnaissance’ forms the basis for subsequent plans.