We've developed insights. Now, how do we commercialize them across the organization and retail customers with speed?

Objectives & Desired Outcomes

• Today’s Objective:• Share how Georgia-Pacific & Interactive Edge have built a break

through Best Practice Model for both internal and external customers.

• Desired Outcome:• Leave the meeting thinking about how your company can develop a

similar model increasing effectiveness, efficiency & speed deploying both Insights & Foresights.

Situation Today

• Retailers seek suppliers that are knowledgeable to meet the needs of shopper in 2020.

• Suppliers struggle to break through to retailers.• Millions of dollars spent on Insights but unable to easily and

quickly deploy them.• Increasing variety of data with multiple expensive engines

creating inefficiencies and costing millions.

Idea Challenge

Suppliers:•How does your retailer view you?•What does your company stand for?•Do you have less people resources?•How easily and quickly can your company deploy insights and data across organization and customers?

Retailers:•Are your suppliers up to date with Category Management 2.0?•Do they bring you insights with speed?•Do you know what each supplier brings to the Retail Marketing Plan?

Georgia-Pacific & Interactive Edge Approach

Georgia-Pacific:• Knowledgeable in Category Management 2.0.• Foresights & Insights developed for shopper in 2020.• Best Practice Capabilities developed to break through at retail.• Insight Library developed.• Presentations built on real life situations.

Interactive Edge:• Engine to drive Georgia-Pacific go to market strategies.• Dynamic data such as Line Reviews built in 90 seconds versus 2 weeks

using multiple databases.• Only company that can combine Static Data with Dynamic Data to build

decks with accuracy and speed.

Retailer Category Management

Category Definition

Category Role

Category Assessment

Category Scorecard

Category Strategies

Category Tactics

Plan Implementation

Cat

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Insight Generation

Strategic & Tactical Planning

Initiative Development

Plan Launch

TraditionalKey Points: •Definition & Role rarely change.•Category Assessment on-going•Scorecard on-going•Focus more on Shoppers not Category

New

Category Information/Insights presented through a CPG Best Practice Business Process

Changed to NewNot Covered TodayAgenda

• Anticipated category impact informed by macro trend P.O.V (Economy, Channels, Shoppers)

• Total category assessment and strategies inclusive of national and retailer brands

Assortment Planning

What is the true sku Contribution?

Challenger Insights

• True holding power of shelf• Factor out display volume

• Days of supply vs. space to sales• Increase turns

• Store level planogram and clustering capability

• Store and aisle point of view for shelf & product flows

Source(s): Progressive Grocer Magazine, AC Nielsen, CGT, and Kantar Retail

Where does most valuable shopper

fall out?

Holistic Category Planning

• Maximizing variety without duplication (True Contribution)

• Automated retailer & category segmentation integration

• Assortment strategy & scenario planning

Space Planning

Are both space & holding power

optimized?

• Collaborate with retailers in custom Insight generation to answer mutual compelling business questions

• Automated Path to Purchase Modeling through the eyes of Retailer Segmentation

• Differentiated category segmentation strategies

Are category strategies based on

full or partial P.O.Vs?

Georgia-Pacific Category Management Capabilities

Category ManagementCategory Definition

Tabletop DefinitionHCS DefinitionPTH DefinitionFacialCarpet Care

Category RoleTabletop RoleHCS RolePTH RoleFacialCarpet Care

Segmentation

TabletopHCSPTH

Package Strategies

TabletopPTHHCSFacialCarpet Care

ShelvingTabletopHCSPTHFacialCarpet Care

Shopper ResearchSimplification

Best Practices Assortment Space Management Recruitment Deck

myPresentation Insights Resource Library>>> Right click to open hyperlink to file <<<

Shopper InsightsInsight BasicsGeneral HCSPTH Tabletop

Insight ThemesMake It Simple PromotionsHispanicDigitalPrivate LabelSmall Business

Retail Selling Platform Emerging Market Headlines

Macro Trends

Diverging Shopper Landscape

Hispanic Growth

Income Polarization

Life stage Proliferation

Lifestyle Diversification

Sustainability Evolution

Changing Battleground

Small Format Focus

Value and Differentiation

Omni-Channel Emphasis

Consumer Connectivity (Mobile, Social, Local)

Evolving Value Chain

Stagnant Sales

Rising Costs

In-Store Complexity

Technology Accelerating

Consumer Expectations Accelerating

myOpportunity Assessment

• mySituations• myInsights Library

myTool BoxmySales Sheets myVideo ClipsmyMerchandisingmyCalendarmyPlanogramsmyPlan Builder

myOpportunity Assessment

• mySituations• myInsights Library

myTool BoxmySales Sheets myVideo ClipsmyMerchandisingmyCalendarmyPlanogramsmyPlan Builder

- Identifies Retail Shopper Opportunities

- Provides a list of meeting situations

- Provides entrance to library of insights

- Provides automated sales sheets

- Provides Advertising/Research videos

- Provides displays customized to retailer

- Provides Retail calendar of events

-

- Provides storage for retailer planograms

Part 1: Business Solutions

Part 2: Tool Box

- Provides a dynamic Retail Marketing Plan Format

myPRESENTATION

I have a JBPI have a sustainability meetingI have a Line ReviewI have a New Buyer I want Brand FactsI have an opportunity to be a Category AdvisorI want to share Retail Selling Platform

I have a JBPI have a sustainability meetingI have a Line ReviewI have a New Buyer I want Brand FactsI have an opportunity to be a Category AdvisorI want to share Retail Selling Platform

- Retailer Joint Business Planning

- Address Retailer Sustainability Platforms

- Automated Line Review Meeting

- Insights for a new retail buyer

- Strategies & Initiatives for Brands

-

Users are expert on what situation they face.Insight Teams are expert on building sales stories with insightsMatching each.

- Best Practices

- Foresights & Insights

mySituations

Benefits

• Vision from Georgia-Pacific with capability of Interactive Edge has tripled productivity & effectiveness both internally and externally.

• Example of go to market strategy with Interactive Edge:• One Georgia-Pacific Category Manager now supports five

accounts across five categories due to both Vision and Capability.