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Marketers need to identify the main usage contexts (or 'Category Entry Points’ - CEPs for short) people buy the category for. They can then decide which CEPs the company and its brand(s) should focus on now, and in the future. Products/formats, pricing strategies, distribution mechanisms, messaging and media plans can then be optimised for each choosen CEP.

Here’s a simplified example of how the Maltesers brand has grown by launching new product formats that are optimised for different CEPs.

You can learn more about Category Entry Points here.

​Further examples of brands expanding via new category entry points can be found in this LinkedIn thread.