TO BRAND GROWTH
THE
Why Understanding Category Entry Points can give you the edge over your competition
CONTEXT
CONTEXT
CONTEXT
In the cutthroat world of branding, knowing your customer is king. But knowing your customer goes beyond demographics and attitudes. Knowing them means understanding their realities; their context; their lives and needs…
In that sense, it’s really context that is king. By understanding the consumer context brands can speak the right language, be there with the right products, at the right time and be truly relevant in the lives of their customers.
Enter the world of Category Entry Points...
CATEGORY
ENTRY POINTS
Category Entry Points is a way to explore and understand this context amongst potential customers. Allowing you to identify the specific triggers, moments and context that prompt consumers to think about, consider, and ultimately buy a product or brand. It’s the what, where, why and who of your category.
Going beyond personas, it reflects the multiple me’s of life.
Let’s for instance imagine Emma. She is health conscious and tries to make healthy food choices. This means in your segmentation she is coded as a ‘Health enthusiast’ and is out of scope for your range of chocolate snacks (or targeted with the healthy low fat option).
Little do you know, Emma cheats. In fact, she has a specific cheat day which helps her stick to a healthy lifestyle the other 6 days a week. At the same time, she rejects low fat options, believing they are actually less healthy than the full fat option. So, what does this mean for your strategy?
By understanding the context of the moment and the persona, we can be more effective in meeting consumer needs and relating to them in any marcomms.
The benefits
Understanding the CEPs means you can be there when your customers need you most…
#1
Win increased share of mind
Growing association with the moments that matter will make a brand more top of mind when consumers are in them
#2
Tailored marketing strategies
Land the right contextual messages at the times when people are thinking about the category and the need
#3
Improve the customer journey
Optimise the mix of products and services dependent to the occasions and category entry points - making it easier for customers to find what they need
#4
NPD and product portfolio optimisation
Innovate and develop the product and service portfolios based on the category needs
CEP IN
Let’s take some examples of how understanding your category entry points can drive brand growth...
Taking
the biscuit...
For instance, imagine a well known maker of digestive biscuits discover that a top entry point for biscuits is homemade cheesecake (as opposed to relaxing with a cuppa)
Being synonymous with this moment can help ensure that those tasty branded digestives are top of mind for every cheesecake moment.
ACTION
Facilitating festival fun
For example, an outdoor gear brand identifies a key CEP as "first time festival goer."
Their website can now feature a “Festival Camping Checklist,” supporting festival goers to find everything they need (including biscuits), while increasing basket size in the process.
CHEESE
Identify and maximise
revenue streams
Imagine a food delivery company identifies that an underserved entry point is quick and healthy meals for lunch?
Through identifying the entry point the brand can seek out new partnerships to cater to the moment, communicate availablity, and target a new moment outside of Friday night Chinese.
Yum!
Informing NPD
Imagine a probiotics brand which identifies that fitness focused consumers are using probiotics to help them with their fitness goals. They are using multiple food supplements each morning -
ensuring they have protein
as well as probiotics.
Cue new combination
products such as whey
protein + probiotics
(biscuits optional)
Where we can help
We identify the right category entry points and demand spaces to drive growth
Through qualitative ethnography, shop-alongs and web-surfs we can understand the who, what, where and why of your category. Mapping and segmenting this into Demand Spaces, we can help you strategically target different moment.
- Identify the CEPs and the context
Quantitative sizing and modelling ·to identify priority spaces, your brand’s existing share of the moment, and strategies to grow brand association via comms, NPD and CX.
2. Mapping and sizing
3. 360 Segmentations
and strategy development
o
Enhance your segmentation with a demand space overlay to target the right people in the right moments; building on the ‘who’ with the ‘what’, ‘when’ and ‘why’.
Demand Spaces
Biscuit bakers
Category needs
(the ‘why’ people buy)
Align strategies and products based on what is relevant, meaningful and motivating
The context and occasions
(what, where and when)
Maximise efforts by focusing on the right audiences where demand is highest
The buyers
(the ‘who’)
Behaviour is occasion and context dependent having a big impact on in the moment choices
SPECIFIC OCCASION
Midnight munchies
biscuit bakers
SOLO
Hosting a houseful
Kids meltdown
EVERYDAY
office tea break
Tea & bisuit
SOCIAL
CHEESE
Example strategies to explore
Hosting a houseful
Midnight snacks
- The ultimate cheesecake social campaign: mixing ads and influencer campaigns to challenge people to showcase their best (or the worse)
- The shopper activation; retail partnership mixing together all the ingredients in one place
- The recipe ideas on the pack
- The partnership with the finest cheesecake brand to make the base with your biscuit
Everday dunkers
Office tea breaks
Total
Segment 1:
‘The Busy Professional’
Want to unlock new category growth?
or just fancy a cuppa and a biscuit?
Give us a shout at
hello@disrupt-insight.com
(C) Disrupt Insight 2024