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Brand Oxygen's services include category management support in order to add value to customer/supplier relationships by enhancing business results through the process of managing categories as business units.

Category Definition - Creation of category definitions and identification of consumer purchase hierarchies through the use of consumer research and the interpretation of consumer purchase behaviour.

The outputs from these processes are then used to help define the role of categories and the way they can be segmented.

Category Role and Segmentation - Identification and definition of the optimal role of each category through the objective analysis of customer, consumer and market data.

This work is fully supported by a category rationale that underpins the market analysis and can be fed directly into category and brand planning systems.

Category Analysis - Undertaking of category analysis across customer, consumer and brand owner's data to ensure that all recommendations are balanced against the needs of the project sponsor and the marketplace.

Identification of the key market levers that can make a vital difference to the performance of a category and give the project sponsor a competitive edge.

Category Benchmarking - Identification and short listing of the key performance indicators that help measure achievement of brand and category development goals.

Undertaking of auditing services that monitors and measures performance of a category on an ongoing basis.

Category Strategy and Tactics - Exploration, review and recommendation of strategies that can help the project sponsor achieve their brand and category goals.

All recommendations are fully supported by tactical plans at product and/or service level to ensure that identified opportunities can be delivered against agreed timelines and budgets.

Category Planning - Generation of critical paths for proposed category solutions against agreed timelines and the provision of project management services for category implementation programmes.

Provision of support in helping project sponsors to communicate proposed category solutions across their business through prepared plans, visual support materials and briefing sessions.


Each project is fully managed by David Jones as either an integrated member of an existing business team or on a stand alone basis co-ordinating with external agencies and maintaining day to day contact by reporting directly to the project sponsor.

© Brand Oxygen 2014