The document discusses the benefits of an integrated marketing approach for growing product categories rather than just focusing on taking market share from competitors. It argues that most manufacturers still use a "share steal" business model even for categories that have room for more growth. An integrated approach puts the shopper at the center and thinks about win-win strategies for both manufacturers and retailers. This could involve linking product consumption to purchase opportunities and having coordinated sales and marketing plans. Growing the overall category leads to benefits for everyone rather than just shifting shares between competitors.
3. DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE
MORE ROOM FOR GROWTH?
Laundry Additives : is
there one in every
washload?
Alcoholic drinks : are people
drinking as much as they
might be?
Confectionery : are people
reminded of all the
occasions they can
consume?
4. MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL,
EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION…
Category
Manuf.
Share
Share Steal
12. WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN
APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY
COULD STIMULATE NEW CONSUMPTION...
12
Confectionery Video
15. HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED
IN A STORE ENVIRONMENT
15
16. 5 QUESTIONS TO ASK YOURSELF...
16
Does the category you’re working on have room for consumption growth?
Are you investing heavily to win share from your competitor, only to lose it back
to them in the next promotional period?
Is it costing more and more to partner with Retailers, in promotional investment
required to get support, and margin delivery?
Are you linking consumer needs to the purchasing occasion?
Are you CHANGING BEHAVIOUR?