Category Definition

Choosing the right category definition is not a trivial exercise, despite the casual way in which many marketing professionals approach this. In general, people assume a category definition based on the current product portfolio and common sense. But sometimes common sense is not that sensible.

One can choose to use a category definition for which every advantageous brand position is taken. Or one can choose a category definition that allows for future growth. One can choose a category definition that can breath new life into the brand. Or one can choose a category definition that enables the brand to become a "category of one" brand.

Further, one can choose a category definition that makes sense to consumers or one that consumers find hard to comprehend. One can choose a category definition that provides clear product development direction or one that leaves the product development direction much more wide open.

And one can create a category definition based on product features/content or product use or consumer benefit.

Take the (non-alcoholic) beverage category for example. Following are potential category definitions. Each has its advantages and disadvantages. And each has its closer in competitors and further out competitors.

• Beverages
• Bottled water
• Non-alcoholic beverages
• Children's drinks
• Fun drinks for children
• Soft drinks
• Carbonated soft drinks
• Colas
• Un-colas
• Juice drinks
• Healthy beverages
• Hydrating drinks
• Sparkling ice
• Energy drinks
• Electrolyte drinks
• Sports beverages
• Live beverages
• Fruit beverages
• Flavored waters
• Sparkling waters
• Smoothies
• Yogurt smoothies
• Coconut water
• Vitamin-infused drinks
• Tea
• Flavored teas
• Coffee
• Coffee drinks
• Flavored coffee drinks
• Dairy beverages
• Flavored milk
• Dairy alternatives
• Calming drinks
• Hot drinks
• Cold drinks
• Refreshing drinks
• Snack drinks
• Mix your own drinks
• Frozen drinks
• Chillers
• Organic drinks
• GMO-free drinks
• Flavor-explosion drinks

And the list could go on and on. Next time you are quick to say which category your brand is in, give it a second thought. You might find that a new category definition is all you need to energize your brand and bypass the competition.