Post on 29-Dec-2015
Indoor
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06/01/98Ver. 1
Indoor.ppt
Indoor
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06/01/98Ver. 1
Source: Program year IRI and TRIAD Oct 96 to Sept 97, Kline 95
Why Indoor Insect?
Three companies account for 61% of total Indoor Insecticide sales
SC Johnson25%
All others39%
Monsanto14%
United Industries
22%
Indoor Insecticides strong force in all classes of trade
Mass Merch197MM
33%
Ind/Other160MM
27%
Home Centers
104MM18%
Grocery130MM
22%
Total Indoor Insecticides grew 3% in 1997 driven by Home Center growth
MassMerch
HomeCenters
Ind/Other-5%
0%
5%
10%
15%
20%
MassMerch
HomeCenters
Ind/Other
-2%
+17%
+2%
Outdoor Insect41 %
435 MM Indoor Insect59 %
615 MM
Indoor Insecticides account for 56% of total Insecticide sales
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06/01/98Ver. 1
0 10 20 30
All Outlet Insecticides$ Ring Among All Shopping Occasions
% in MM
Among indoor insecticide buyers, Ortho buyers have the highest basket ring across all shopping occasions.
Why Ortho Indoor Insect?
$26.01 Combat
$25.91 Raid
$26.75 Ortho
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06/01/98Ver. 1
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
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06/01/98Ver. 1
Source: IRI Store Data, 48 weeks ending 12/07/97
Home Defense Ideal for Displays When on display, Home Defense out performs all other
brands:
% INCREASE
IN $ SALES
% OF TOTAL
SALES
HOMEDEFENSE 86 % 36 %
SPECTRACIDE 38 % 19 %
SEGMENT 63 % 17 %
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06/01/98Ver. 1
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
Ortho Investments To Drive Account’s X $
Home Defense generates 86% volume
lift when on display
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06/01/98Ver. 1
Source: IRI Store Data, 48 weeks ending 12/07/97
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 $6m.
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06/01/98Ver. 1
Home Defense Consumer Benefits
Creates barrier to keep bugs out Fast Action 4 month residual effect (3 mos. for Bug Stop & 2 mos. for Real Kill)
Odor free Non-staining formula Use sites includes pantry Easiest to use sprayer system (nested sprayer) More bugs on label than any other (33) High impact graphics with easier to read label
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06/01/98Ver. 1
Home Defense vs. the Competition
Source of Data: Moorestown, NJ - 96481115
German Cockroach Control
1 Min. 10 Min. 30 Min. 24 Hr.0
10
20
30
40
50
60
70
80
90
100
% C
ontr
ol
1 Min. 10 Min. 30 Min. 24 Hr.
Time Following Treatment
ORTHO HomeDefense I&O Insect Killer 3
Enforcer Home Pest Control XI
Spectracide Home Insect Control 3
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06/01/98Ver. 1
Home Defense Innovations
For 1999 Home Defense will offer as an “in-and-out” item the new 5 liter Pull ‘N Spray no pump pressure sprayer.
Excellent profit potential: 38% higher ring
Solaris exclusive (patented technology)
No more hand fatigue for consumers One pull equals 90 pumps of trigger spray
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06/01/98Ver. 1
Home Defense 1999 Promotions
Objective: maximize off-shelf displays in order to drive significant volume growth. Rationale: 86% sales lift ($) 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.
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06/01/98Ver. 1
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
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06/01/98Ver. 1
1999 Ortho Advertising
March April May June July August Sept. October
Television
Radio HomeDefense (May - July)
Print Ortho Family Brand (Mid March - June)
Billboards HomeDefense (Mid April - June)
12MM in Ortho Advertising Spending Delivering over 1 Billion Targeted
Consumer Impressions Early & Late Season Support Focused on Key Ortho segments
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