Thinking clearly about the ‘big’ picture (e.g. category vs. business growth), balancing growth and risk and selecting the appropriate win ability criteria is not straightforward. But successful businesses are the one that prioritize opportunities / risks that are not only big but are also the ones where they have the best capabilities to win. The final choice should reflect these trade offs, category versus business growth; growth opportunities versus risks and attractiveness versus win ability.
The Category Strategy aligns our brands, packs and channels against a common set of category growth drivers and leads to the development of roles and challenges for each asset