Our client required several customer-centric category-building programmes that:

• Are globally consistent and locally relevant
• Are created and adopted across business functions
• Motivate customers to build joint business plans that will grow the category and Bayer’s brands
• Reflect the specific needs of retail and pharmacy

• Development of a globally consistent and locally relevant, customer-facing Category Visions using a consistent approach
• Extensive analysis of globally available insight
• Definition of the global category
• The creation of segment-specific activation strategies 
• Support to successfully sell-in and execute the vision with key customers

• Globally consistent and locally relevant, Category Visions developed for multiple categories
• Multi-functional engagement
• Joint business plans agreed with >300 retail partners globally