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Colin Seymour
Long Term Strategy Director,
Consumer Healthcare, Great Britain & Ireland
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In developing better, quicker, cheaper NPD…
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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
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Why do we need a category vision?
TECHNOLOGY
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Some definitions…
A Category is…
A Category Vision is…
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It’s all about changing behaviour
New needs or usage occasions
New users
Existingusers
Buy more Spend more
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Why is it important to have a category vision?
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EXISTING CONSUMER NEEDS
?
Brand / consumer thinking in the development of NPD
MultipacksMultipacks
KingsizeKingsize
MinisMinis
TreatTreat
SnackSnack
LunchboxLunchbox
Meal replacement
Meal replacement
BRAND NPD
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Category thinking in the development of NPD
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The challenge of looking into the future
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How do you gain insight on the future?
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An inspiring vision will be future back
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The 4 stakeholders in the innovation process
ShopperShopper
RetailerRetailer
ConsumerConsumer
SupplierSupplier
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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?
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Case Study – Lucozade Revive
ShopperShopper
RetailerRetailer
ConsumerConsumer
SupplierSupplier
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Case Study – Ribena Plus
ShopperShopper
RetailerRetailer
ConsumerConsumer
SupplierSupplier
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The opportunity for a shared category vision
RetailerRetailer
SupplierSupplier
Insight
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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
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Thinking differently about the category…..
A Category is…
A Category is…
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A consumer category may not be a shopper category
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The category vision has to be implemented practically
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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?
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Shoppers want to be in and out – fast!
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Sometimes, discovery needs a little disruption
Level of Disruption
LOW HIGH
LOW
HIGH
Sales
LOW
HIGH
Ease ofshop
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Sometimes, NPD is category-defining…
Freshly frozen baby meals
The baby food aisle? The frozen food aisle?
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Sometimes category redefinition can be the catalyst for NPD…
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In summary, the secret of better, quicker, cheaper NPD
ShopperShopper
RetailerRetailer
ConsumerConsumer
SupplierSupplier
RetailerRetailer
SupplierSupplier
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