Objectives & Desired Outcomes

1. 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: • 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 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.

6. Category Definition Category Role Category Assessment Category Scorecard Category Review Category Strategies Category Tactics Plan Implementation 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 Insight Generation Strategic & Tactical Planning Plan Review Initiative Development Plan Launch 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 • Are category strategies based on full or partial P.O.Vs? • Where does most valuable shopper fall out? Assortment Planning Space 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 • Are both space & holding power optimized? What is the true sku Contribution? • Anticipated category impact informed by macro trend P.O.V (Economy, Channels, Shoppers) • Total category assessment and strategies inclusive of national and retailer brands Source(s): Progressive Grocer Magazine, AC Nielsen, CGT, and Kantar Retail

8. myPresentation Insights Resource Library >>> Right clickto open hyperlink to file <<< • Shopper Insights • Insight Basics • General HCS • PTHTabletop 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 Retail Selling Platform Emerging Market Headlines Macro Trends Shelving Tabletop HCS PTH Facial Carpet Care Insight Themes Make It Simple Promotions Hispanic Digital Private Label Small Business 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 Package Strategies Tabletop PTH HCS Facial Carpet Care ShopperResearch 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 mySales Sheets myVideo Clips myMerchandising myCalendar myPlanograms myPlan Builder myPRESENTATION Part 1: Business Solutions - 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 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 mySituations - 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.