Georgia Pacific

Identifying Category Growth


  • 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


  • 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


  • 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

Case Study Georgia Pacific Playbook