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Introducing
FRESH’N CLEAN Puppy Pads
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Agenda
 Category Picture
• Housebreaking Pad sales growing rapidly
• Not all channels/retailers are realizing opportunity
Our Vision is to lead this Growth:
• New Technology that brings new benefits
• Executing a winning Marketing Plan
The Opportunity is Now!
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Mission
To meet pet consumer household needs while
driving category sales and profits for distributors,
retailers and FRESH’N CLEAN
INNOVATION - Utilizing consumer insights in developing
new innovative pet products for the home
QUALITY - Building shopper awareness of FRESH ‘N CLEAN
GROWTH - Stimulating category growth with effective,
focused marketing programs
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Dog Trends
Dogs Are Aging
• Over 20MM Dogs 9+ Years, with half of these suffering from age
related illness
Increase in “Home Alone” dog parents
•
50% of Dogs owned by “on the go” baby-boomer/empty nester HH
•
Fastest growing segment is delayed childbearing young professionals
•
Increase of Single Parent HH
•
High Expense of Doggy Daycare
Second Home Syndrome; 20-25% of all dogs adopted
through shelters
Sources:
McKinsey Quarterly 2003
2004 Dow Jones Reuters Business Interactive
2003-2004 APPMA National Pet Owners Survey
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Dog HH Continue to Grow
Now 40.6 MM HH’s with 65 million dogs
Households That own Pets
Cat Owning HH
80.0
70.0
51.7
52.6
54
58
Millions
27.7
30.4
29.8
61.2
63.4
64.2
52.8
28.3
31.5
32.1
34.7
35.3
50.0
40.0
40.0
30.0
30.0
20.0
70.0
60.0
60.0
50.0
Pet Owning HH
34.1
35.1
35.4
33.9
36.4
39.1
40.0
40.6
20.0
10.0
10.0
0.0
0.0
1988
1990
1992
1994
1996
1998
2000
Millions
Dog Owning HH
2002
Source: 2003-2004 APPMA National Pet Owners Survey
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Why Puppy and Adult Pads?
The category mix is currently skewed
towards Puppies.
Of the HH with the need for pads
Puppies represent 35% of the need and
Adult dogs represent 65% of the need
Puppy
100%
Adult
Adult Incontinent
10.5
26.0
80%
65%
60%
40%
39.0
89.5
20%
35.0
0%
Category Mix
Source: IRIFDKTS 13 Weeks 3/20/05
HH with Need
Source: Omnibus 5/02
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Category has tremendous growth opportunity
• High HH needs
• Low HH awareness
1.9MM HH
Research identified 12.4 Million HH
that have the need for pads
Opportunity
Use
Pads
15%
Potential
Users
85%
10.5MM HH
Of the 10.5MM
Potential users,
50% are unaware
that pads exist
Source: Omnibus study conducted 5/02
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Why innovate?
Current products not meeting consumer needs
Puppy Owners
40-60 days
to develop loyal user
Adult Dog lifetime use of
housebreaking pads
Needs
Needs
 Attract Puppy
 Attract Dog
 Rip-proof
 Larger Pad
 Leak Resistant
 Leak Resistant
Constraints with current pads:
 Pooling of urine creates tracking
 Poor absorbency leads to leaking
 Lack of odor control ingredients
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New Product Opportunity
•Satisfy Specific Consumer Needs
NEW 36ct.
Adult Dog Pads
•Offer pads for both Adult and Puppy segments
•Offer various sizes for light, medium and heavy users
14ct.
50ct.
30ct.
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FRESH’N CLEAN
Triple Layer Floor Protection Pads
with Thinsorb ®
New
Breakthrough
Technology
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Breakthrough Technology with patented THINSORB®
THINSORB® The Thinner more absorbent pad with triple-layer construction
1. Rip resistant top sheet withstands digging and clawing
2. THINSORB® Ultra Absorbent Core
• Draws moisture into the pad away
from the surface
•Helps prevent pooling and tracking
•Locks in odor and wetness
• ARM & HAMMER® Baking Soda
destroys odor on contact
•Scientifically treated to attract dogs
3. Leak resistant liner
Protect floors and carpeting
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Why is the New Technology better?
The new FRESH ‘N CLEAN Pad quickly absorbs liquid
Soaked
Damp
Surface Wetness in Grams
Wet
Quicker Absorption means
15.0
•NO Pooling
•NO Leaking
•NO Tracking
10.0
•NO Odor
5.0
Dry
0.0
1-minute
Surface wetness almost undetectable
with the new technology
2-minutes
5-minutes
NEW FNC with Thinsorb
FNC Fluff Puppy
FNC Fluff Adult
Source: Lab Testing 6/2004
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Gram Weight Absorbed per Gram Weight of Pad
Why is this new Technology better?
Superior Absorbency
16.0
FRESH’N CLEAN pads absorb almost 14x their weight in liquid more than any other pad
14.0
12.0
13.8
10.0
9.6
8.0
8.9
8.7
6.0
7.9
7.3
7.1
Natures
Miracle
Hartz Living
4.0
2.0
0.0
FRESH 'N
CLEAN with
Thinsorb
Wee-Wee
FRESH 'N
CLEAN
w/fluff
Advance
Simple
Solutions
Source: Independent blind test 3/05
Dunk Test: Determines how much liquid the pad absorbs
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Why is the New FRESH ‘N CLEAN Pad better?
Superior Capacity to Retain More Liquid
FRESH’N CLEAN pads absorb and retain more liquid than the competition reducing tracking and mess
Immediately applied 50grams of pressure
After 2 min - 1500 grams of pressure
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20.26
14.17
20.24
13.14
Advance
23.46
24.55
24.68
Wee-Wee
15.44
10.0
15.15
15.0
15.17
20.0
24.69
23.77
25.0
25.67
TOTAL GRAMS RETAINED
30.0
5.0
0.0
FRESH 'N CLEAN
w /Thinsorb
Simple Solutions FRESH 'N CLEAN Natures Miracle
w /fluff
Hartz Living
Source: Independent blind test 3/05
Stress Test: Determines how much liquid the pad retains
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Why is the FRESH’N CLEAN Pad better?
The Surface Remains Drier
Even after 3 repeated applications of liquid, the FRESH’N CLEAN pad
remains drier than the competition - helping to reduce odor
Grams of Surface
Wetness
4.0
3.5
3.31
3.0
More
Moisture
2.5
2.66
2.77
2.84
2.45
2.0
Less
Moisture
1.5
1.45
1.0
1.08
0.5
0.0
FRESH'N CLEAN
w /Thinsorb
Natures
Miracle
Hartz Living
Wee-Wee
Sim ple
Solutions
Advance
Fresh 'n Clean
w /fluff
Source: Independent blind test 3/05
Rewet Test: Determines Surface Wetness of the pad
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A Win-Win Situation
Innovation
Thinsorb ® Technology
Triple-layer design
Compact packaging
Scientifically treated to
attract puppies and dogs
A&H Baking Soda
Consumer Benefits
Just like Feminine Hygiene
• Thin means more
absorbent
Tear Resistant, Ultra
absorbent and Leak Proof
Less Bulky easier to handle
and store
Retailer Benefits
Trend Setter
Premium Product
More shelf holding power
Higher repeat
Fewer accidents
Absorbs and Destroys odor
for an odor free home
Offer Unique Category
Benefit
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How to win
 Satisfy different Consumer Needs with
multiple SKUs
 First to market with new Technology
 Merchandise close to Lambert Kay Household
Cleaning products, Dog Food or Dog
Accessories with strong traffic flow
 Promote the category quarterly
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FRESH ‘N CLEAN promotion support
 Compelling Consumer Trial offer
 $10 Manufacturer’s Rebate on Every Package in
Promotional Display
 Each display delivers 6 FREE bottles of Oxy Strength
 Exciting Distributor Rewards
 Sell 10 Floor Protection Pad Displays, earn an MP3 player
 Retailer Rewards
 With every consumer rebate received, the retailer is
entered into a drawing to receive a 2006 Ford Escape
Hybrid or the latest Sony Electronics
 Distributor Incentive Program
 A 6-month program where distributor reps earn
points for Sony Electronics and Merchandise
through their purchases of Lambert Kay products
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SUMMARY
FRESH’N CLEAN Pad Plan
Build Category
Awareness
New - Better
Technology


Capitalize on dog owner trends and low consumer awareness
Reach the 10.5 Million non-users (50% unaware)

Thinsorb means new consumer and retailer benefits:
–
–

Adult & Puppy
Segmentation
Consumer and
Trade Promotions



Clean and Odor Free Household with superior absorbency and odor control
Compact package for better shelf holding power, increased turns and
improved profit per square foot
Pads that meet needs of 10.5MM Potential buyers
- Adult Heavy user: Stay at home, infirmed or incontinent dogs
- Puppy New User: Develop trial and loyalty among first time users
Compelling consumer rebate offer
Retailer Reward Program with High Value merchandise (Ford)
Distributor Reward Program for display sales
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Superior Thinsorb
Technology
Adult and Puppy
Packages
Account
success with
Fresh & Clean
Floor Protection
Pads
Thinner Pad
Winning Marketing Programs
Shelf and merchandising efficiencies
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THE DIFFERENCE IS AMAZING
FRESH’N CLEAN Puppy Pads
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