Category Vision and Growth Drivers
Client Description
International supplier of frozen vegetables
Background
- Frozen vegetable flat market growth in contrast to vegetables in other formats which have enjoyed significant growth (eg chilled)
- Frozen vegetables category has received very little focus from leading retailers as no compelling plan for growth
Objective
- To inspire key retailers to work collaboratively with the supplier to jointly grow the frozen vegetables category by making it more relevant to the needs of their shoppers
TPG Approach
- TPG facilitated cross functional team to assess the category, following key Business Questions to re-define the category, develop a Œmenu of key growth Driver opportunities and craft an over-arching vision statement
- Size of prize was quantified for each Category Driver, the supplier and retailer to ensure each opportunity was realistic and motivating for all
- Tactical toolkit was built to best unlock each Driver in each retailer from a category perspective
Impact/Results
- Approach transformed supplier’s mind-set and ways of working from product/brand led approach into how they could best meet the needs of the category through the most relevant solutions
- Elevated dialogue with leading retailers who committed to re-invent the category in-store to step change target shopper behavior and category growth
- Additional space and listings won for supplier in line with their significantly increased influence
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