Colin Seymour

Long Term Strategy Director,

Consumer Healthcare, Great Britain & Ireland

In developing better, quicker, cheaper NPD…

The role of category thinking in developing successful NPD

How a category

vision defines

innovation strategy

How a category

vision defines

innovation strategy

The need to consider the

four stakeholders

The need to consider the

four stakeholders

How to win at the point of purchase

How to win at the point of purchase

How to engage retailers

How to engage retailers

Why do we need a category vision?

TECHNOLOGY

Some definitions…

A Category is…

A Category Vision is…

It’s all about changing behaviour

New needs or usage occasions

New users

Existingusers

Buy more Spend more

Why is it important to have a category vision?

EXISTING CONSUMER NEEDS

?

Brand / consumer thinking in the development of NPD

MultipacksMultipacks

KingsizeKingsize

MinisMinis

TreatTreat

SnackSnack

LunchboxLunchbox

Meal replacement

Meal replacement

BRAND NPD

Category thinking in the development of NPD

The challenge of looking into the future

How do you gain insight on the future?

An inspiring vision will be future back

The 4 stakeholders in the innovation process

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

What do the 4 stakeholders want?

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

• Is it visible?• Is it clear?• Is it good value?

• Is it visible?• Is it clear?• Is it good value?

• Is the brand appealing?• Does the product fulfil my need?• Do I believe in the claim?

• Is the brand appealing?• Does the product fulfil my need?• Do I believe in the claim?

• Will it sell?• Will it grow the category?• Will it enhance my profit margin?

• Will it sell?• Will it grow the category?• Will it enhance my profit margin?

• Will it grow sales & profit?• Is the product differentiated?• Is it relevant to the brand?

• Will it grow sales & profit?• Is the product differentiated?• Is it relevant to the brand?

Case Study – Lucozade Revive

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

Case Study – Ribena Plus

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

The opportunity for a shared category vision

RetailerRetailer

SupplierSupplier

Insight

Create a shared view of the path ahead

Establish thought

leadership

Create the context for future NPD

The benefit of engaging retailers in a category vision

Thinking differently about the category…..

A Category is…

A Category is…

A consumer category may not be a shopper category

The category vision has to be implemented practically

Successful execution of NPD at the point of purchase

ShopperShopper

Is it visible?

• Is it in the appropriate location?

• Does it have the right amount of space?

• Does it standout on fixture?

Is it visible?

• Is it in the appropriate location?

• Does it have the right amount of space?

• Does it standout on fixture?

• Is it good value?

• Is the (relative) price worth paying?

• Is there any incentive to buy now?

• Is it good value?

• Is the (relative) price worth paying?

• Is there any incentive to buy now?

• Is it clear?

• Does it communicate the need or occasion?

• Is the product benefit clearly communicated?

• Is it clearly differentiated?

• Is it clear?

• Does it communicate the need or occasion?

• Is the product benefit clearly communicated?

• Is it clearly differentiated?

Shoppers want to be in and out – fast!

Sometimes, discovery needs a little disruption

Level of Disruption

LOW HIGH

LOW

HIGH

Sales

LOW

HIGH

Ease ofshop

Sometimes, NPD is category-defining…

Freshly frozen baby meals

The baby food aisle? The frozen food aisle?

Sometimes category redefinition can be the catalyst for NPD…

In summary, the secret of better, quicker, cheaper NPD

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

RetailerRetailer

SupplierSupplier