OFFENSE | Targeted investments to seize opportunity and win OFFENSE market share Investment “growth driver” actions from the integrated playbook Customer Embed customer Develop singular, customer-centric view on demand fundamentals to guide comm. strategy (e.g., sustainable products) demand demand into strategy & innovation and culture Stay grounded in customers’ needs through robust Voice of the Customer program Seek smart, fast- Exploit opportunities to reframe category, establish new brand associations by demand space (e.g., sustainability brands) Marketing forward looking opportunities Drive personalized communication with AI (e.g., "green" consumers) Expand customer Install demand center to drive demand and demand response capabilities Sales base with high efficiency Use AI-driven “next best action” for effective and efficient sales Adopt differentiated Invest in pricing, analytics, and sales capabilities to adopt new pricing models & enable sales to take active negotiation role Pricing responses Fund and accelerate adoption of sustainable offering through "green premium pricing" Customer Expand channels Invest in new channels: launch D2C channel (e.g., excl. sustainability channel) or partner with channels experience and platforms Push customer lifetime value (CLV) through engagement and retention via omnichannel loyalty program Organization Strengthen talent Seize opportunity regarding high-potential candidates to complement and strengthen talent pool pool Opportunities for push in climate and sustainability offerings