360-Degree Category Transformation
Revitalising a Declining Trade Category Through Insight-Led Growth Strategy
Delivered a full category reset for a mature trade product category that had declined from approximately $48M to $11M over ten years due to decisions driven by inventory and historical sales rather than evolving market needs
The transformation involved deep market and customer analysis, data-driven portfolio modelling, installer insight, and a complete redefinition of category role, structure, and growth objectives.
Supported by refreshed branding, clearer communication, and coordinated trade-channel campaigns, the relaunch doubled category revenue to $23M within 12 months and restored long-term growth momentum.
360° Category Reset
Projected value of the global space economy by 2030
Grew Sales 120% with 12 Months
New GTM strategy delivered exceptional growth YoY
Regained Market Leadership
Repositioned the category for major projects
360-Degree Category Transformation to Restore Growth in a Declining Trade Market
Category Transformation • Growth Strategy • Commercial Execution
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Context
A mature trade-based product category within the building and construction sector had experienced sustained decline, falling from approximately $48M to $11M over a ten-year period. Decisions were driven by inventory levels and historical sales rather than evolving customer behaviour, installation practices, and changing market requirements.
Research & Insight
A comprehensive diagnostic was undertaken, including installer interviews, on-site observation, customer research, competitor analysis, and deep data analysis. This revealed fundamental misalignment between product architecture, customer needs, and category communication.
Strategy
A full 360-degree category reset was designed, redefining the category’s role, growth objectives, target segments, and value proposition. The portfolio was restructured to align with installer behaviour and real job-site requirements, shifting decision-making from legacy assumptions to evidence-based insight.
Technology & Development Process
Data analytics and portfolio modelling were used to assess demand patterns, range relevance, and performance gaps. A Stage-Gate framework governed category redevelopment to ensure disciplined execution and cross-functional alignment.
Commercialisation & Go-to-Market
The relaunch was supported by refreshed branding, clearer product communication, targeted trade campaigns, and channel-specific activation. Marketing, packaging, and in-store materials were redesigned to reflect real installer decision drivers.
Outcome
Within 12 months of relaunch, category revenue doubled from $11M to $23M, reversing long-term decline and restoring growth momentum. The category regained relevance, channel confidence, and long-term commercial viability.