1. Process
   1. Define Issues
      1. Prioritize
   2. Formulate Questions
      1. Answers
      2. Consequence
         1. to FWSG
         2. to Customer
   3. Define Plan
      1. Communicate
      2. Outside the box
         1. leverage our USP
         2. add value to customer
      3. what is historical view
2. Components
   1. Plan
      1. Targets
   2. Constituents
      1. Sales
      2. Marketing
         1. Brand Manger
      3. Logistics
      4. Customer
3. Consequence
   1. Sales
      1. Incremental growth?
      2. Deliver on Targets
      3. Unique in the Marketplace
   2. Marketing
      1. AP Cosrt
      2. Promo Spend
      3. Impact on Brand
         1. denegraation of price point
      4. Diverts attention from other brands
         1. replacement sales
4. Benefits
   1. Customer
      1. Increased Revenue
      2. Increased Volume
      3. ahead of Peers
   2. FWSGF
      1. Revenue margin growth
      2. Brand Penetration
      3. Market Share
      4. Brand Development
         1. Unique, ahead of class