From the team at Oxford, access our program of live, expert-led webinars designed to make leading commercial and marketing skills accessible to organizations and individuals.
Why Category?
Free Introductory Webinar
What a category approach is, and why taking a category approach is important, and increasingly so now.
We discuss the evolution of category approaches, from management in the early days, to mutual growth strategies today, and finally what a great category-focused organization looks like, and how it functions
Category Mindset
Category Growth Strategy
This introduction begins with understanding the current category status and envisioning its future over 3-5 years. This vision is captured in a compelling category vision statement, which guides the identification of growth opportunities and necessary enablers. These insights form our category growth drivers and enablers.
Lastly, we pinpoint the actions required to activate these drivers, focusing on innovation, activation, and communication to bring the growth vision to life.
Category Growth Strategy: Into Action
The next step is to turn the strategy into concrete actions and plans. We start by mapping brands and priority channels to the growth drivers, creating a complete portfolio picture. Action planning utilises commercial levers like price, promotion, activation, merchandising, and distribution to implement growth drivers on selected brands and channels.
This detailed plan will bring the growth strategy to life internally and form the basis of customer plans.
Customer Category Leadership
- Identifying customer's unique needs
- Defining mutual growth opportunities
- Developing the actions to bring that mutual growth to life
- Defining the specific actions that will do this
- Gaining customer agreement
Category Storytelling
Category Management 101
eCategory Management
