"Category captain" is a concept which identifies a company that sets standards in its own product category. This applies to the level of new product solutions as well as the way they are displayed.
It takes courage to play this role. One must in a sense cease to be a single producer, by including other market players, and at the same time be a partner to retailers in terms of the development of the entire category.
Bayer is a great example. They proposed the insertion of an exposition stand for the entire "anti-parasite" product category for Pet Shops - this builds visibility and increases sales across the entire category.
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