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 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.

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 Process
Traditional
New
Key Points:
Definition & Role rarely change.
Category Assessment on-going
Scorecard on-going
Focus more on Shoppers not Category
Category Definition
Category Role
Category Assessment
Category Scorecard
Category Strategies
Category Tactics
Plan Implementation
Category Review
Insight Generation
Strategic & Tactical Planning
Initiative Development
Plan Launch
Plan Review
Agenda
Not Covered Today
Changed to New

7. Georgia-Pacific Category Management Capabilities
Holistic Category Planning
Challenger Insights
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
Anticipated category impact informed by macro trend P.O.V (Economy, Channels, Shoppers)
Total category assessment and strategies inclusive of national and retailer brands
Are category strategies based on full or partial P.O.Vs?
Where does most valuable shopper fall out?
Space Planning
Assortment Planning
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
Maximizing variety without duplication (True Contribution)
Automated retailer & category segmentation integration
Assortment strategy & scenario planning
Holistic Category Planning
At 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 Insights
GP 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 Management
Category Definition
Tabletop Definition
HCS Definition
PTH Definition
Facial
Carpet Care
Category Role
Tabletop Role
HCS Role
PTH Role
Segmentation
Tabletop
HCS
PTH
Retail Selling Platform
Emerging Market Headlines
Macro Trends
Shelving
Tabletop
HCS
PTH
Facial
Carpet Care
Diverging Shopper Landscape
Hispanic Growth
Income Polarization
Life stage Proliferation
Lifestyle Diversification
Sustainability Evolution
Changing Battleground
Shopper Insights
Insight Basics
General HCS
PTH Tabletop
Insight Themes
Make It Simple
Promotions
Hispanic
Digital
Private Label
Small Business
Small Format Focus
Value and Differentiation
Omni-Channel Emphasis
Consumer Connectivity (Mobile, Social, Local)
Evolving Value Chain
Package Strategies
Tabletop
PTH
HCS
Facial
Carpet Care
Shopper Research
Simplification
Best Practices
Assortment
Space Management
Recruitment Deck
Stagnant Sales
Rising Costs
In-Store Complexity
Technology Accelerating
Consumer Expectations Accelerating

9. myOpportunity Assessment mySituations myInsights Library myTool Box
myPRESENTATION
Part 1: Business Solutions
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
Part 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
mySituations
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 -
- Best Practices
- Foresights & Insights
Users are expert on what situation they face.
Insight Teams are expert on building sales stories with insights
Matching each.

11. 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.