Georgia-Pacific’s house of brands was overcrowded.
With 112 offerings within its portfolio, the Atlanta, Georgia-based company – which makes and markets everything from paper towels, toilet paper, and facial tissues to napkins, plastic cutlery, and the associated dispensers – boasted a massive product slate for its business-to-business (B2B) customers.
This clientele spans numerous categories, from quick-service restaurants to healthcare providers, office buildings, and industrial enterprises. But when buyers at these organizations wanted to identify the right Georgia-Pacific line for them, they were faced with an almost unmanageable selection.
“We are a heritage company of four or five different manufacturers that...