Offline Category Size of Prize & Potential Assessment

Category < > Consumer Fit

Context

Should we add Pet Care to our portfolio?

If yes, how / if no, why?

Role of National brands Vs private labels at launch & over time.

Action Steps

Approach & Sprints

1. Size of prize /ease of execution analysis based on companies existing setup & strengths.

Discovery: Current consumer needs & wants mapping.

Consumer mind map on adjacency of pet care.

2. Choice boarding to evaluate the best course of action for a quick start.

3. Game plans including:

Projections on size of prize.

Where to play, how to win & what to execute.

Estimates of sales & profit potential with details of price tiers, sourcing plan, selling plan & more.

National brand suppliers ( products, prices, etc), private label (role, supplier, tier, price, pack).

4. Road map for the category, supplier, geography, seller expansion & scaling.

Pilot stores, geographies, and measures of success to enable go/no go.

Organizational capability & capacity plan.

Results, Impact & Status

Plan under evaluation for potential execution stating 2024/25.