{
  "docId": "019dd923-5e88-73ef-bd5b-f33d691a8ff1",
  "docSlug": "0f878686230f60ad",
  "documentTitle": "Essity Barclays Consumer Staples Conference 2017 tcm339 48081",
  "authorId": "Barclays",
  "authorName": "Essity",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "equity_research",
  "sourceTypeLabel": "Equity research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 13,
  "pageCount": 23,
  "prevPage": 12,
  "nextPage": 14,
  "slideType": "initiative_list",
  "function": "present_solution",
  "density": "dense",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "photo",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5b-f33d691a8ff1/13",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5b-f33d691a8ff1",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5b-f33d691a8ff1.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5b-f33d691a8ff1#slide-13",
  "components": [
    {
      "bbox": {
        "h": 0.23,
        "w": 0.9,
        "x": 0.05,
        "y": 0.41
      },
      "kind": "image",
      "text": "Six images representing the categories",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1159292a-198c-4503-a3ef-979a85b5b26e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.79,
        "y": 0.28
      },
      "kind": "list",
      "text": "Feminine Care: Invest into Growth",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0cee02f0-1b0b-47fa-a1d6-f0bdf694e7af",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.64,
        "y": 0.28
      },
      "kind": "list",
      "text": "Baby Care: Profitable Choices",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "14ef1a2b-6a21-4016-9b53-ad3ea4b90df5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.49,
        "y": 0.28
      },
      "kind": "list",
      "text": "Medical Solutions: New Growth Platform",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4d9c4ac4-496d-41e0-bd71-ab307bf513b9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.05,
        "y": 0.28
      },
      "kind": "list",
      "text": "Consumer Tissue: Branded Value Growth",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8d4e8721-2487-436d-b9b4-97bd84c3180c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.34,
        "y": 0.28
      },
      "kind": "list",
      "text": "Incontinence Products: Accelerate & Lead",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9f0291ca-7915-47a3-a3e9-84db1b9b6d07",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.13,
        "x": 0.19,
        "y": 0.28
      },
      "kind": "list",
      "text": "Professional Hygiene: Preferred Choice in Professional Hygiene",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d7d7660e-9962-478d-b29e-56c6b2b5980d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.44,
        "x": 0.03,
        "y": 0.11
      },
      "kind": "title",
      "text": "Category Strategies",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "317fee2b-cf47-4cd4-8a80-036e80378d34",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Parallel Structure",
      "slug": "parallel-structure",
      "agent": "Architect",
      "layer": "loop",
      "matchId": "019dd95a-18fa-708b-805c-ee4c5d55de37",
      "evidence": "Each column: category title + photo + pink action phrase ('Branded Value Growth', 'Accelerate & Lead'...)",
      "confidence": 85
    },
    {
      "name": "Picture Superiority Effect",
      "slug": "picture-superiority-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-18fa-708b-805c-eab17b767ace",
      "evidence": "Photo strip showing real product/usage scene per category",
      "confidence": 80
    },
    {
      "name": "Small Multiples",
      "slug": "small-multiples",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-18fa-708b-805c-e7e7fb4869ed",
      "evidence": "Six identical category columns: Tissue, Pro Hygiene, Incontinence, Medical, Baby, Feminine",
      "confidence": 90
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 17,
      "from": 12,
      "beatId": "019dd95a-07a6-74c7-9029-ee5713ab437d",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Strategic Framework, Category Strategies, Innovate/Efficiency/Digital/Initiatives",
      "position": 3,
      "confidence": 60,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 13,
      "from": 12,
      "beatId": "019dd95a-07a6-74c7-9029-febb2a02b861",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Strategic Framework + Category Strategies translate facts to direction",
      "position": 2,
      "confidence": 50,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 17,
      "from": 12,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "019dd95a-08f7-737a-a004-7033273e2c2d",
      "evidence": "Strategic Framework (Vision->Mission->Objectives->Strategies) -> Category Strategies -> Innovate, Efficiency, Digital, Initiatives",
      "position": 5,
      "objective": "Cascade from Vision/Mission down to concrete strategies and proof points",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 70,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}