Category Scoping and Structure Design

Development of a market definition designed to most accurately reflect consumer and shopper needs and solutions, and to unlock forward growth opportunities.

  One key to unlocking growth is to re-examine the market definition that you use. If it is too narrow, it will surely limit your scope for growth. Similarly, if it is too expansive, it will be difficult to build a cohesive offering that hangs together well and makes sense to your target audience.

Certainly, a market map should accurately reflect consumer and shopper needs, wants, and behaviours, and not be defined by the company’s areas of participation, strength, or capability.

Our approach to Category Scope and Structure Design is holistic, needs, wants, and solutions based, and visionary in that it takes into consideration partially met, or unmet needs, and non-participative consumers and/or shoppers.

Participation mapping against such a Category Scope and Structure Design unlocks meaningful, real, forward competitive advantage and growth opportunities.