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About this event
Developed by Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science, category entry points (CEPs) are the specific needs, occasions, and situations that drive a consumer’s purchase decision — and they’re the fundamental elements of how brands grow.
In this session, Planted’s CMO, Joanna Katharina Lazar, and quantilope’s CEO Peter Aschmoneit will discuss Planted’s strategic use of CEPs to build a winning global brand within the rapidly evolving plant-based protein market, and how they led to its recent recognition as a Top 5 Global GreenTech Company 2025 by Time Magazine and Statista.
Featuring Joanna’s data-driven approach to using CEPs across brand innovation, this deep dive is built for insights managers who want to turn consumer triggers into faster, smarter brand growth.
What You’ll Learn:
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Joanna Katharina Lazar assumed the role of CMO at Planted in July 2024, driven by the company’s inspiring mission. A international leader with 25 years of experience in business and marketing, Joanna has lived and worked in five different countries, holding local, regional and global leadership roles at LEGO and Unilever. Her expertise spans operational and strategic marketing, general management and sales, giving her an understanding of the entire value chain. With her intercultural background, Joanna is passionate about bringing people together and advocating for diversity and progress. She is committed to long-term value for individuals, teams, brands and society.
Peter Aschmoneit is the co-founder and CEO of quantilope. Before quantilope, Peter spent many years as a CMO and marketing director in the CPG industry working for international brands at companies including Unilever, Danone and Fuchs. He obtained his doctoral degree at the University of St. Gallen in Switzerland.
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