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Indoor PowerPoint Presentation

Indoor

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Indoor

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  1. Indoor.ppt

  2. Indoor Insecticides strong force in all classes of trade Indoor Insecticides account for 56% of total Insecticide sales Grocery 130MM 22% Outdoor Insect 41 % 435 MM Ind/Other 160MM 27% Indoor Insect 59 % 615 MM Mass Merch 197MM 33% Home Centers 104MM 18% Total Indoor Insecticides grew 3% in 1997 driven by Home Center growth Three companies account for 61% of total Indoor Insecticide sales All others 39% +17% United Industries 22% +2% -2% SC Johnson 25% Monsanto 14% Why Indoor Insect? Source: Program year IRI and TRIAD Oct 96 to Sept 97, Kline 95

  3. Why Ortho Indoor Insect? All Outlet Insecticides $ Ring Among All Shopping Occasions % in MM $26.75 Ortho $25.91 Raid $26.01 Combat Among indoor insecticide buyers, Ortho buyers have the highest basket ring across all shopping occasions.

  4. Why Ortho Home Defense? • Best selling RTU insecticide with 38% market share • Leapfrogs the competition with 16 week residual control • Outturns the competition by 32% • Expanded label includes: • Odor Free • Pantry Pests Source: AC Nielsen Consumer Panel Data 9/29/96 - 9/27/97 & Insecticide/Pesticide Total U.S. Purchase Pattern Analysis

  5. Home Defense Ideal for Displays • When on display, Home Defense out performs all other brands: Source: IRI Store Data, 48 weeks ending 12/07/97

  6. Ortho Investments To Drive Account’s X $ • Home Defense Trade Support Elements • $ 7 pop-up display 48/24 oz. (Q2) • $35 full pallet Moen 128/1 gal. (Q3) • $35 full pallet Pull ‘N Spray 96/5 liter Home Defense generates 86% volume lift when on display

  7. Home Defense 24 oz. RTU • Excellent growth and margin enhancement opportunity • 20 to 24 oz. sizes represent 13.8% of segment with a growth rate of 45.5% (vs. ‘96) • Ideal for Mass Merch, Co-op, Grocery, and Military • NEW 24 oz OFFERING for 1999 - 48 ct Pop-up display Expanding 24 oz distribution to equal Private Label 24 oz(18% ACV) provides opportunity for retailers to increase sales by $6m. Source: IRI Store Data, 48 weeks ending 12/07/97

  8. Home Defense Consumer Benefits • Creates barrier to keep bugs out • Fast Action • 4 month residual effect (3 mos. for Bug Stop & 2 mos. for Real Kill) • Odor free • Non-staining formula • Use sites includes pantry • Easiest to use sprayer system (nested sprayer) • More bugs on label than any other (33) • High impact graphics with easier to read label

  9. Home Defense vs. the Competition German Cockroach Control Source of Data: Moorestown, NJ - 96481115

  10. Home Defense Innovations • For 1999 Home Defense will offer as an “in-and-out” item the new 5 liter Pull ‘N Spray no pump pressure sprayer. • Excellent profit potential: 38% higher ring • Solaris exclusive (patented technology) • No more hand fatigue for consumers • One pull equals 90 pumps of trigger spray

  11. Home Defense 1999 Promotions • Objective: maximize off-shelf displays in order to drive significant volume growth. • Rationale: 86% sales lift ($) when the product is on display. • Home Defense DRUs: • 48 ct. pop-up 24 oz. RTU • 128 ct. 1 gal. RTU full pallet Moen • 96 ct. 5 liter Pull ‘N Spray full pallet • Home Defense display allowances: • $ 7 pop-up display 48/24 oz. • $35 full pallet Moen 128/1 gal. • $35 full pallet Pull ‘N Spray 96/5 liter • Why Bifenthrin in Ortho’s Home Defense ? • Newest “pyrethroid” chemistry to enter Lawn & Garden market. • Superior Residual • Quick kill on a broad spectrum of insects and mites • Exempt from EPA concerns around use of “organo-phosphates.” • Capable of being formulated into water based and granule formulations.

  12. Home Defense 1999 Advertising • Support barrier positioning and residual control Regional radio support to increase brand awareness (Markets TBD) • Regional Billboard campaign in select markets (markets TBD) • Advertising Periods: • Mid Drive Period: Frost 5/1 - 6/15, Sunbelt 4/1 - 6/15 • Late Drive Period: 6/15 - 9/30

  13. 12MM in Ortho Advertising Spending Delivering over 1 Billion Targeted Consumer Impressions Early & Late Season Support Focused on Key Ortho segments 1999 Ortho Advertising Keep All Eyes on the Ortho Brand ! • Key Segments: • Weed B Gon • RosePride • Bug B Gon • Lock ‘N Spray • HomeDefense • Fire Ant Killer • Grub B Gon • Azalea Care