Find out what we think about Category Vision in this discussion between Category Management and Shopper Marketing experts Christine Edwards and Neil Hutton. A Category Vision is a future-based activity that considers trends and relevance and that enables brands to understand where the real growth opportunities lie – ie how to ‘grow the pie’ that is a category rather than to just grow share. It works best when adopted not just across the commercial team, but throughout an organization so that all activity is aligned behind the same goals.

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