Presentation on theme: "We've developed insights"— Presentation transcript:
1 We've developed insights We've developed insights. Now, how do we commercialize them across the organization and retail customers with speed?
2 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.
3 Situation TodayRetailers 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.
4 Idea Challenge Suppliers: Retailers: 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?
5 Georgia-Pacific & Interactive Edge Approach 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.
6 Retailer Category Management Category Information/Insights presented through a CPG Best Practice Business ProcessTraditionalNewKey Points:Definition & Role rarely change.Category Assessment on-goingScorecard on-goingFocus more on Shoppers not CategoryCategory DefinitionCategory RoleCategory AssessmentCategory ScorecardCategory StrategiesCategory TacticsPlan ImplementationCategory ReviewInsight GenerationStrategic & Tactical PlanningInitiative DevelopmentPlan LaunchPlan ReviewAgendaNot Covered TodayChanged to New
7 Georgia-Pacific Category Management Capabilities Holistic Category PlanningChallenger InsightsCollaborate with retailers in custom Insight generation to answer mutual compelling business questionsAutomated Path to Purchase Modeling through the eyes of Retailer SegmentationDifferentiated category segmentation strategiesAnticipated category impact informed by macro trend P.O.V (Economy, Channels, Shoppers)Total category assessment and strategies inclusive of national and retailer brandsAre category strategies based on full or partial P.O.Vs?Where does most valuable shopper fall out?Space PlanningAssortment PlanningTrue holding power of shelfFactor out display volumeDays of supply vs. space to salesIncrease turnsStore level planogram and clustering capabilityStore and aisle point of view for shelf & product flowsMaximizing variety without duplication (True Contribution)Automated retailer & category segmentation integrationAssortment strategy & scenario planningHolistic Category PlanningAt GP, we work Holistically with our retailers to provide a complete view of each category covering both National & Private Label when we partner to build a retailer category plan.In addition, we provide macro & emerging trends that are forward looking versus backward impacting the entire category to mutually build actionable strategies & initiatives when doing category planning.Challenger InsightsGP focuses on our retailers most valuable shoppers using an automated Path to Purchase tool to find out where those shoppes fall out of the Path.GP then uses custom insights mutually built together to find out why shoppers fall out of the Path.GP also invests heavily as a leading supplier of Paper in custom Category segmentations, again, incorporating both National Brands & Private label, to develop actionable strategies & initiatives.Shelf Management:GP has designed a formula with Nielsen and IRI that can determine the true holding power of a retailer’s shelf by factoring out display volume.GP can also do store level planograms to deliver per store inventory management.Distribution Management:GP has partnered with Kantar Retail to develop the first automated assortment tool that overlays a retailers own custom segmentation with GP category segmentation.GP delivers modeling that determines the variety a category needs without duplication as well as developing multiple assortment scenarios to meet your decision rule needs.Are both space & holding power optimized?What is the true sku Contribution?Source(s): Progressive Grocer Magazine, AC Nielsen, CGT, and Kantar Retail
8 myPresentation Insights Resource Library >>> Right click to open hyperlink to file <<<Category ManagementCategory DefinitionTabletop DefinitionHCS DefinitionPTH DefinitionFacialCarpet CareCategory RoleTabletop RoleHCS RolePTH RoleSegmentationTabletopHCSPTHRetail Selling PlatformEmerging Market HeadlinesMacro TrendsShelvingTabletopHCSPTHFacialCarpet CareDiverging Shopper LandscapeHispanic GrowthIncome PolarizationLife stage ProliferationLifestyle DiversificationSustainability EvolutionChanging BattlegroundShopper InsightsInsight BasicsGeneral HCSPTH TabletopInsight ThemesMake It SimplePromotionsHispanicDigitalPrivate LabelSmall BusinessSmall Format FocusValue and DifferentiationOmni-Channel EmphasisConsumer Connectivity (Mobile, Social, Local)Evolving Value ChainPackage StrategiesTabletopPTHHCSFacialCarpet CareShopper ResearchSimplificationBest PracticesAssortmentSpace ManagementRecruitment DeckStagnant SalesRising CostsIn-Store ComplexityTechnology AcceleratingConsumer Expectations Accelerating
9 myOpportunity Assessment mySituations myInsights Library myTool Box myPRESENTATIONPart 1: Business SolutionsmyOpportunity AssessmentmySituationsmyInsights LibrarymyTool BoxmySales SheetsmyVideo ClipsmyMerchandisingmyCalendarmyPlanogramsmyPlan Builder- Identifies Retail Shopper Opportunities- Provides a list of meeting situations- Provides entrance to library of insightsPart 2: Tool Box- Provides automated sales sheets- Provides Advertising/Research videos- Provides displays customized to retailer- Provides Retail calendar of events- Provides storage for retailer planograms- Provides a dynamic Retail Marketing Plan Format-
10 I have a sustainability meeting I have a Line Review mySituationsI have a JBPI have a sustainability meetingI have a Line ReviewI have a New BuyerI 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-- Best Practices- Foresights & InsightsUsers are expert on what situation they face.Insight Teams are expert on building sales stories with insightsMatching each.
11 BenefitsVision 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.
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