Introduction to Category Entry Points

‍

Category Entry Points (CEPs) are situations or contexts that prompt consumers to think about or choose a product within a specific category. Developed by the Ehrenberg-Bass Institute for Marketing Science, CEPs are crucial for understanding how and when consumers interact with your brand or product category.

‍

Introduction to CEP Mapping Worksheet

‍

This worksheet is structured in five distinct sections:

‍

1. Understanding CEPs

2. Mapping Current Marketing Efforts

3. Gap Analysis

4. Action Plan

5. Measurement and Evaluation

‍

This structure allows marketing leaders to:

‍

1. Grasp the concept of CEPs

2. Analyze their current marketing programs in relation to CEPs

3. Identify gaps in their current strategy

4. Plan new initiatives to address underserved CEPs

5. Set up a framework for measuring the effectiveness of their CEP-focused efforts

‍

How to Use this Worksheet 

‍

Approach this worksheet as a collaborative strategic planning tool. Before beginning, gather key data including current marketing campaign details, content calendars, customer journey maps, and any available market research on category usage occasions. It's also crucial to involve team members from various departments such as sales, customer service, and product development to gain diverse perspectives on potential CEPs. Start by thoroughly understanding the concept of CEPs, then systematically work through each section, encouraging open discussion and brainstorming. The mapping process may reveal insights that prompt you to revisit earlier sections, so treat this as an iterative process. Plan to revisit and update this worksheet quarterly or bi-annually to ensure your strategies remain aligned with evolving market conditions and consumer behaviors. 

‍

Remember, the goal is not just to fill out the worksheet, but to use it as a catalyst for developing more targeted, effective marketing strategies that resonate with consumers at key decision-making moments.

‍

Part 1: Understanding CEPs

‍

1. Define your product category:

   _______________________________

‍

2. List potential CEPs for your category (e.g., occasions, needs, locations, times):

   - 

   - 

   - 

   (Add more as needed)

‍

Part 2: Mapping Current Marketing Efforts

‍

For each of your current marketing or content programs, identify which CEPs they address:

‍

Marketing Program

Primary CEP Addressed

Secondary CEPs

Notes

‍

Part 3: Gap Analysis

‍

1. Which CEPs are currently underserved by your marketing efforts?

   - 

   - 

   

2. Are there any CEPs you've identified that aren't addressed at all?

   - 

   - 

‍

3. Which CEPs do you believe have the most potential for your brand?

   - 

   - 

‍

Part 4: Action Plan

‍

Based on your gap analysis, outline potential new marketing initiatives or content programs to address underserved CEPs:

‍

1. Initiative: _______________________________

   CEP addressed: ___________________________

   Brief description: ________________________

‍

2. Initiative: _______________________________

   CEP addressed: ___________________________

   Brief description: ________________________

‍

(Add more as needed)

‍

Part 5: Measurement and Evaluation

‍

How will you measure the effectiveness of your CEP-focused marketing efforts?

‍

1. Key Performance Indicators (KPIs):

   - 

   - 

‍

2. Timeline for evaluation:

   _______________________________

‍

3. Tools or methods for tracking CEP effectiveness:

   - 

   - 

‍

Conclusion

‍

Regularly revisit and update this worksheet as you learn more about your category's CEPs and as market conditions change. Use this as a living document to guide your marketing strategy and ensure you're addressing the most relevant and impactful Category Entry Points for your brand.

‍

Written by