Where will we build availability to grow?
A model for identifying and prioritising the opportunities that will drive growth.
1. Growth ambition
Where do we want to grow over the next 3–5 years?
Our strategic destination for growth.
2. Category landscape
The evidence that informs our choices.
Buying behaviour
How people buy and what drives their choices in this category.
Competitive context
Who competes for our buyer’s mind, wallet and time.
Physical availability
Where and how easily people can find and buy the brand.
Mental availability
What the brand currently means and how easily it comes to mind.
3. Growth opportunities
The spaces where we can win.
Category entry points
Where and when demand arises.
Penetration opportunities
Which buyers represent the greatest opportunity for incremental growth.
Portfolio opportunities
Which existing or future Portfolio Elements should capture that growth.