CUNSA, Solution 360 - Category and mix strategy
Category strategy and product mix
Launching a product is easy; building a growing portfolio that retailers want to keep on the shelf is another matter. Category strategy defines which products to launch, in what order, at what price point, and for which target audience, so that each SKU contributes to the overall portfolio rather than cannibalizing it. CUNSA brings both a manufacturer’s and a brand’s perspective: we know what works in each channel because we manufacture for distributors and retail chains across multiple markets.
Why the mix matters as much as the product
A great product can get lost in a disorganized portfolio. A well-structured portfolio, on the other hand, simplifies consumer decision-making, covers multiple price points, and gives retail buyers compelling reasons to allocate more shelf space to your brand. Category strategy is what transforms a list of products into a coherent commercial offering—and what sustains your shelf presence over time.
Mixed-level architecture
We structure the portfolio into clear tiers so that each product has a defined role:
- Access / Entry Level: High-turnover, competitively priced products designed to attract new consumers.
- Core: The products that drive volume and define your category identity.
- Premium / Differentiation: Advanced formulations or higher-value formats that increase average transaction value and strengthen brand perception.
This portfolio architecture brings clarity to retailer discussions and guides product development and launch decisions.
Assortment according to channel
A product does not sell the same way in a pharmacy as it does in mass retail or e-commerce. Each channel has its own assortment, pricing, and presentation logic. We help you determine which products and formats are best suited for each channel, taking into account expected turnover, the target buyer, and the competitive dynamics of your market.
From mix to formula
The advantage of defining the strategy with your manufacturer is that the portfolio translates directly into development. When we identify a gap in your product mix, we can close it through formulation and product development without changing suppliers or losing consistency. The strategy does not remain a document—it becomes a product.
Frequently Asked Questions
It is the definition of which products to launch, in what sequence, at what price, and for which target audience, so that the portfolio grows in an organized and coherent way.
Yes. We tailor the product assortment and portfolio architecture to the dynamics of each channel—pharmacy, retail, and e-commerce.
Yes. We analyze your product portfolio, identify opportunities, and, if needed, develop the products required to fill those gaps.
Absolutely. When you define the strategy with your manufacturer, portfolio decisions are translated directly into formulas and dosage formats.
