Presentation on theme: "We've developed insights. Now, how do we commercialize them across the organization and retail customers with speed?"— Presentation transcript:
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 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 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 Category Review Plan Review Insight Generation Strategic & Tactical Planning Initiative Development Plan Launch Traditional Key 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 Management Category Definition Tabletop Definition HCS Definition PTH Definition Facial Carpet Care Category Role Tabletop Role HCS Role PTH Role Facial Carpet Care Segmentation Tabletop HCS PTH Package Strategies Tabletop PTH HCS Facial Carpet Care Shelving Tabletop HCS PTH Facial Carpet Care Shopper Research Simplification Best Practices Assortment Space Management Recruitment Deck myPresentation Insights Resource Library >>> Right click to open hyperlink to file <<< Shopper Insights Insight Basics General General HCSHCS PTH TabletopTabletop Insight Themes Make It Simple Promotions Hispanic Digital Private LabePrivate Label Small 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 Box mySales Sheets myVideo Clips myMerchandising myCalendar myPlanograms myPlan Builder myOpportunity Assessment mySituations myInsights Library myTool Box mySales Sheets myVideo Clips myMerchandising myCalendar myPlanograms myPlan 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 JBP I have a sustainability meeting I have a Line Review I have a New Buyer I want Brand Facts I have an opportunity to be a Category Advisor I want to share Retail Selling Platform I have a JBP I have a sustainability meeting I have a Line Review I have a New Buyer I want Brand Facts I have an opportunity to be a Category Advisor I 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 insights Matching 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.