The Key Points in This Chapter
- The first step in shopper marketing is to create a category vision.
- A category vision starts with a sentence that explains your vision for the evolution of the category to both external retailers and internal functions. It should describe the way you believe value can be created in the future through delivering what the shopper and ultimately consumer will desire.
- The category vision should be supported with a set of growth opportunities.
- Growth opportunities need to convince both the internal functions and external customers that there is enough financial potential in the category to warrant additional resource and time investment. They should set the stage for a more focused conversation on what needs ...