Market gap & opportunity analysis

The FMCG Sustainability Institute helps you to focus on gaps and opportunities to determine a
differentiated Sustainability market position.

We analyse gaps and opportunities in the same way you would for any other new initiative; by:

• reviewing your business capability and unique value proposition;
• researching what your competitors are doing in the Sustainability space; and
• determining what a differentiated Sustainability market position looks like for your business.

As with other business planning processes, we identify the ‘size of the prize’ for this new market position versus ease of execution and fit with your current branding.

The next step is then to test the new positioning on the people that are most valuable to your business. Read more about Market Positioning Research