Category Entry Point (CEP) Generator

What's bringing consumers to shop in your category?

Category Entry Points (or ‘CEPs’ for short) are the needs, occasions, reasons, and motivations that prompt/trigger a consumer to buy from a specific product category or use a certain category's service.

“CEPs are very differentiating and valuable for both established and new brands. When you understand CEPs, you know how to enter the market and how to invite consumers into the category." - Joanna Katharina Lazar, CMO at Planted

Generate your Category Entry Points (CEPs)

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How can I use my Category Entry Points?

Brand leaders, marketers, and insights professionals can use CEPs to effectively increase their share of consumers, dominate their categories, and ultimately, grow their brand by:

- Optimizing brand positioning to enter a new market
- Developing key messaging in campaigns
- Inspiring promotions & point-of-sales activations
- Informing new product innovation
- Inspiring potential brand collaborations
- Track your brand performance & growth*

*CEPs are the foundation to all Better Brand Health Tracking (BBHT) efforts including Mental Availability and Mental Advantage Analysis.
quantilope automates the BBHT approach to provide real-time insights in your brand growth initatives.

"Better Brand Health Tracking has helped us to move away from a traditional readout to conversations that prompt how we view our category and can fit into consumers' minds and lives at relevant times with relevant messages."

“BBHT is a new way of thinking about brands; it’s shifting our traditional thinking to track from a consumer perspective instead of a brand perspective.”

“CEPs are very differentiating and valuable for both established and new brands. When you understand CEPs, you know how to enter the market and how to invite consumers into the category.”