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
The buying situations we want to own.
e.g. morning, lunchbox, on-the-go, work break.
Buying occasions
When and why the brand is chosen.
e.g. everyday, treat, sharing, gifting.
Buyer opportunities
The groups we can reach more or recruit better.
e.g. light buyers, younger, new homes.
Portfolio opportunities
How our range and offerings can open more doors for growth.
e.g. new packs, extensions, price architecture.