Once we had implemented this with the client, retailers reacted warmly as it was the first time anyone had taken such a strategic, deliberate approach to activation and category growth.
One of the additional outcomes to this process was that the sales and marketing plans became more closely aligned, meaning our approach to re-energising the client’s category vision had internal as well as external outcomes across the brand.
Our work benefitted the client in a number of ways:
- They moved 11 places up the TAG survey* into the top 5 for their category.
- They initiated a merchandising project with one of their top 3 retailers, that they had failed to win in the past.
- They experienced positive feedback from key retailers.
*TAG survey is The Advantage Group survey, an annual measure of suppliers by their buyers in core FMCG categories.