Category Vision Creation and Deployment
Bayer Consumer Health
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
The Challenge
The Approach
The Impact

We created retail and pharmacy-friendly category-building programs that are globally consistent and locally relevant.

Our client required several customer-centric category-building programmes that:

  • Are globally consistent and locally relevant
  • Are created and adopted across business functions
  • Motivate customers to build joint business plans that will grow the category and Bayer’s brands
  • Reflect the specific needs of retail and pharmacy
  • Development of a globally consistent and locally relevant, customer-facing Category Visions using a consistent approach
  • Extensive analysis of globally available insight
  • Definition of the global category
  • The creation of segment-specific activation strategies 
  • Support to successfully sell-in and execute the vision with key customers
  • Globally consistent and locally relevant, Category Visions developed for multiple categories
  • Multi-functional engagement
  • Joint business plans agreed with >300 retail partners globally