Case Studies

Identifying Category Growth

One of the world's leading manufacturers and marketers of tissue, packaging, paper, pulp, and building products with over 300 manufacturing sites globally. Georgia Pacific wanted to grow the Dixie business from $600M to $1.1B in 5 years and had significant brand equity in kitchen and bath disposable products.

Challenges

Dixie had business scale but wanted to accelerate its profit growth

Georgia-Pacific faced strong competition in P&G and Kimberly-Clark

Dixie had a strong brand name but its product line was fairly narrow

Approach

Researched and selected 50 categories adjacent to Dixie's current business and screened the list to the top 14

Developed extensive category summaries to further identify and validate the potential market opportunity for Dixie

Prioritized the top 4 opportunities based on market attractiveness and ease of entry criteria

Developed recommended market entry strategies for each potential new category

Results

Recommended and alternative market entry strategies were developed for each of the 4 categories that would provide Dixie's required growth

The 4 categories provided growth opportunities well in excess of the requirements
for the 5 year plan

Further work was commissioned to create an implementation plan for the focus categories

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