tag:blogger.com,1999:blog-5461010492997967211.post7442786910902534966..comments2023-08-21T04:21:39.084-05:00Comments on Planninga from Nanninga: A Strategic Planning Blog: Strategic Planning Analogy #342: Categorical SuccessGerald Nanningahttp://www.blogger.com/profile/10102230443942149045noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-5461010492997967211.post-52037355425380571232010-08-03T01:03:50.310-05:002010-08-03T01:03:50.310-05:00Hello Gerald – Yet another great post -which by th...Hello Gerald – Yet another great post -which by the way - also happen to be a great segway post from your previous consumer experience post. Your point of – moving Indian art from “decorative category” to “modern art category” and moving the Campbell soup from its “semi-drink category” in to the adjacent “Good food” category – in a way is also very similar to my earlier point (in the previous comment section) of moving smoothie (which is more of a semi drink category) to its adjacent category called breakfast (which is more of a food category). <br /><br />Now, coming back to your point – as you have correctly alluded, most F&B manufacturers in a way are in the process of moving their high calorie drinks/food in to diet category format or in some cases altogether creating a new Health and Wellness (H&W) category to increase the perceived value and market share. Some are successful and some are not! <br /><br />Finally – to your point of – “getting the product slotted into the most desirable category and then work to improve the value of the category relative to substitute categories”- reminds me again the importance of developing the “experience based product category portfolio” mindset - which by design will naturally help us to shuffle these products from one experience category to another from the standpoint of increasing the value and market share. For example, in our earlier smoothie example – it is becoming more and more clear that the line between drinks and foods categories are blurring - and so it is all the more important for us to move to experience based product categories to uniquely identify these categories and thereby avoiding the confusion in consumers mind.<br /><br />Bottom line: Transforming product portfolio in to “experience based product category” portfolio is a key to achieve this perceived value and market share increase.<br /><br />On a side note – it is quite impressive that you have communicated a key business message from an impressive Indian art story. As you have pointed out correctly – the media and artist had to write many articles and publications to change the perception in the minds of consumers – which in my mind is equivalent to branding and brand positioning - and so let us not forget the importance of marketing and branding in increasing this perceived value – and thereby increasing the market share as well.<br />Great post again.<br /><br />Regards,<br />CharlesCharles Prabakarhttps://www.blogger.com/profile/15714461775981814360noreply@blogger.com