Discover the Complete Guide to Category Entry Points by Collexia

Collexia Unveils the Ultimate Guide to Category Entry Points (CEP)

Collexia, a prominent player in the field of marketing solutions, has recently launched its much-anticipated guide titled "The Complete Guide to Category Entry Points (CEP) for 2025". Under the supervision of Ren Serizawa, a well-respected author in customer understanding and strategy, this extensive report is now available on Collexia’s official website. The guide offers a deep dive into the complex world of CEP management, addressing both the challenges businesses face and how to overcome them.

Understanding CEP Management

Category Entry Points (CEP) serve as pivotal triggers for consumers considering the use or purchase of products within a specific category. They are essential for brand growth, yet many companies struggle with effective management of this concept, from discovery through implementation and measurement. This guide is designed to provide businesses with a clear roadmap that spans over 15,000 words, offering practical insights and methodologies for effective CEP management.

Despite Collexia’s focus on extensive research in this area, many organizations, including those within Collexia that have employed Serizawa, were hesitant to explore a formal CEP solution until now. It became clear that creating an effective implementation plan requires significant time and validation across several stages, from research and analysis to implementation in marketing strategies and subsequent measurement.

To address these pressing concerns, Collexia has collaborated with the Japan Evidence-Based Marketing Institute (EBMI) to establish a research committee on Mental Availability. This initiative aims to delve into various aspects such as product development, advertising communication, and campaign tracking, all of which utilize CEP effectively. Through discussions with industry leaders and a review of precedent studies, the team has constructed a reproducible framework that is both actionable and practical for companies seeking to enhance their marketing efforts through CEP.

Key Content of the Guide

This guide can be seen as a valuable continuation of the seventh chapter of Serizawa's previous work entitled "Strategic Play". It extensively covers the following topics related to CEP:

- What exactly are Category Entry Points (CEP)?
- Common pitfalls in CEP research and analysis and strategies to avoid them.
- How to effectively design strategies and develop initiatives around CEP.
- Methods for discovering CEP: Integrating narrative and generative AI for CEP exploration.
- Choosing the right CEP: Mental Advantage Analysis and potential evaluation.
- Translating CEP into actionable initiatives: Tips for implementing within the Marketing 4Ps.
- Measuring the effectiveness of CEP: How to evaluate mental availability.
- Organizational structures and team formations essential for managing CEP successfully.

With this guide, readers will gain a well-rounded understanding of the CEP concept, its discovery processes, and management techniques, all aimed at driving practical knowledge for actionable implementation. It also sheds light on how Collexia's research and EBMI's work can further support this initiative.

Future Developments: EBMI’s CEP Management Course

As an exciting follow-up to this guide, EBMI is planning to launch a certified course titled "CEP Management Course" in July 2025, aiming to provide systematic learning in CEP knowledge and practical skills for interested individuals and organizations.

For more information on the EBMI "CEP Management Course," visit their official page: EBMI CEP Management Course.

Collexia remains committed to delivering insights and solutions based on evidence-based marketing to foster sustainable brand growth for businesses.