asbestosandtalc.comasbestosandtalc.com/Egilman Deposition Exhibits 03... · Debra: Here is latest deck. Luna is a framework only - team is working on pulling together Some concerns:

·¢--

Opinion: JNJ wanted to give the impression that its products were "clinically proven pure, mild, and gentle and enhance the loving bond between mother and baby."

Debra: Here is latest deck.

Luna is a framework only - team is wor king on pulling togethe r

Some concerns:

1. Do you think we wi ll get tripped up on multicultural if we don't talk about it specifically in the upfront? No specific mention of African American, how do we bulld In??????

Protected Document--Subject to Protective Order JNJ 000109635

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lvaugha:

update --- J Agenda

•· Positioning Statement • Consumer Target Overview • Competitive Landscape • Phase I Key Focus Areas • Brand Marketing Objectives • Brand Metrics Snapshot • Objectives & Tactics • Platinum Customer Key Issues • Marketing Calendar • Spending Summary • 2007 Market Model

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n e Journey o eon y

RELATIONSHIP TARGET ANTICIPATIOH f, I l~~dl t -----,,J"=""--L-___,,,,,,,,_

...___,, 0 year-old

Phy$/cal End af brecmfeedfng Start to do for Beginning of school ins r-·-·-·-iseparatlon from (Physical and thtm~tlvr_~ and it$ social role

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..

Johnson's is uniquely poised to accompany mom on her journey

Brand Experience Platform ..---------~. ... - ---------..... __ .,,...- -------

------ Johnson's makes "maternal" discovery wonderful. ......-.,.,, / ~ ?--·-------.... ,,...-,----------........ ~--------·---.......... .,,,.---------~:-,.. p/ ., - ,/ -.:::..._

CHANNEL-NEUTRAL EXPERIENCE DRIVERS Expert Johnson's provides support, expert advice and information that ensures you're

Support ~:::::a:::lw=ay:::s:::on=th:::e:::r:::ig:::ht:::pa:::th:;:a:::n::::d::yo:::u::'re::a:::lw:::a:::ys::::co=m==fo=rl==a=ble=w:::it:::h=ev=e=ry=de::c=is=io=n.=~

Routine Johnson's gives you the products, tools, and solutions you need to create regimens that are integral to the development of a healthy and happy baby.

Sensorial Experiences ::===============~

Heritage

Johnson's provides sensorial experiences that infuse your routines wtth joy, sweetness and bonding.

Throughout generations cl change, Johnson's heritage of high standards will always be there for you.

•R/GA

"Motherhood is continual discovery, and Johnson's is there to celebrate its wonders."

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Johnson's Bulls Eye Target New Moms and Hispanic Moms ------ f~--- ~

I ~ewMoms

I 16mm -- renata Hispanic Moms

23% of births

--------- Experienced Moms o-z: 5.7~.ll\l

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Psychographic egmentation e ines ey Insights Helping Drive Communication

Se!l_ment Key Insights Hurdles

I • Plilc~ hi"h viltuo or, m1luril!lgrgilmo producti- ~ llf~tylv • W1IWng to pay rorqual1t1 producls .und •~oy, using expensiVe

producti Devoted Purists • MO'il involved in baby d;in Cill'e produclcatagory

Incidence: 18% • En,ioYi aMJ>Flng rorPfoducts and extrernety lnlerested rn 1ry1ng

Pragmatic lndulgers

lnr.:ldAnce: 24%

Insecure& Overwhelmed Incidence: 18%

lvaugha: NOT FINAL

Overview slide to introduce

Ma~!::am psychographic targets Incidence: 21%'---------------------~

Frugal Skeplir;s Incidence: 19%

• Exw!Mly 1tn1"SHd b•hg • n•w mom .,d miss•• ni. cieforw boby

• ueeent proacti·,e~ research produds end looks lo olhu mof!trs; Ior reootrimendatio1', oo produots

, Ov,Nlhtl med by loo many b~y akin care produc:ts

• leatlnvolvedllnlereste<i tn bat?y ,~In car, produc t& , No, difference bet....,een e,:penslvelinexpensM produc ts or brands

, Hl;hty p'lce Hn:&IUv,, unw!lllng lo p.iy for qu3.lity products • Uninterested In trying new i;rooucts

• Whlle cla!mlng to be braPld loyal, they are on the lookoul fornewbralld11

o s.wltch products and

bl.l ild "sUckinus" !of .:i l.:lck of marketing

Pr1mary 1nnu1neer Is other moms mak it9 them (jifficu!t to rtach

, Llk.ty lal• adopt•r1-

low cal,gol)' involvement , EXlrell'llly price nnsJtiv, • OiffieulttOMilt'.h

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Category and Segment Spend Varies Widely Among Targets

Johnson's Core Consumer dbass: PLACEHOLDER SLIDE Slide to note expansion targets

a i (DP/Pl vs. source of volume targets M MM moms in this construct. Discuss

with Edye/Fred). ------v--- +3X

Johnson's Target

Devoted Purists

il.'l Pragmatic lndulgers

Devoted Purists and Pragmatic lndulgers Spend More on Baby roducts & Buys larger Breadth and Quantity than average of all Moms

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lvaugha:

Edye to review and provide any changes to this;

Growth beachheads

Mainstream moms source of volume; remain relevant; don't alienate

ic lndulgers and Devoted Purists Key

Values Brands (6+1

Sldn Care Involvement

+

- Prime Target J Specialty/Boutique

HIDDEN

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Category Landscape Change Drives Need for Innovation and More Efficient Communication Model

What's Changed: • New megabrand competitors with strong equities • Category spend increased dramatically - media doubles • Moms are changing (Gen Y, multicultural, etc.)

What's Needed: • Combat megabrand clutter with more distinct point of

differentation: - Heritage - Claims - New benefits - Advanced science

• Increase relevance and loyalty with more efficient marketing model

On 6/12 DB indicated remove! Redacted:OtherProduct ! ' L·-·-·-···-·-·-·-···-·-·-·-·-·-·-·-i

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Recent Results show Business Responds to Support and Innovation

1·-·-·-·-·-·-·-·-·-·-·-·-·-·-···--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·······--·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-- .. • I I • I I

i I

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• Evolved integrated campaign idea to improve relevancy with mixed results

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Expand Strengthen & Stretch Strategy in 2007

Strengthen Core

-own Sleep: Expertise+ Experience

•Own New Moms

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Smartly Stretch

•New benefits and target consumers - SN

r·····-·-·-·······-···. ! ! ! ! : ! ! ! Rodacud:0111 .. PNCl""' I I ;

I I l •.•.•.•••.•.•.•.•.•.• i

Core - This is our secret weapon - equities are strong but won't stay that way if we starve them. Iconic items (P[Rodocted:.Olh••Product.~ are how we built these equities & give us the strenghten

This One, Two Punch is unprecendented and will surprise our competition - typically we have been

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focused support primarily on new items - some of them being "one off' & not successful in driving our equity while starving our icons.

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Objective #1: Connect with new generation of moms

overview- Strategy #1: Evolve Brand messaging and communication 1 tegy

. .__., ··-·· .. -·-·· ··-·· .,_.. ··-· ··-·· .. -·-·· .,_., ··-·· ..

Strategic Rationale:

• Modernize to connect with Gen X and Y moms: •64% of First Time Moms are Gen Y - get key data points from sales mtg or BC deck

• Increase Efficiency ., .. •Egurty-based _ advertising to _maximize __ syner_gies. across _ _platforms .•.• ,

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• Connect with moms on more personal level creating stronger loyalty

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Objective #1: Connect with new generation of moms

EOverview-Strateqy#1: J Evolve Brand messaglng and communication strategy

- ---- - ---··---··------·-·--------·-·----~·--------··----- ... ·-··- .. ······-··--·--···---·-·· -·-····-···-· ...

Ke~ Tactics:

dbass:

This is the section to add the 12oints about §9Uiti credentialling to ~ create a 12Qint of difference vs. new meQ1!-brand oom11etitors. This rest level of should be its own 11age as it is a new thought, ties to 11rofessional, PR, and thi[!gs like Bab~center/Gift sets to get in the home through comll!!titive (;!oints of difference. Again this goes to things like:--····] {highest level of testing}. 12eds. understanding needs better to create tIJQt!l grefen~ mogy!<l§{J;![QQ!Jc! !:ll!~!illD!<llS 51 Is! f.----: IYilb bi9b!il§! IQY.al!y today whi.l;b will only Qllt t!!I~~

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Objective #1: Connect with New Generation of Moms

EOverview-Strateqy #2: J Strengthen relationship with multicultural moms

. ----·-------· ------··-·-·-·-·---·----··-·4~~---·---·--·--------··----·---- Strategic Rationale: • Hispanics represent largest and fastest growing segment of moms • Hispanic markets driving growth in Baby Care category

(16% of sales; 20% of GROWTH!) • Johnson's highly developed among Hispanics, penetration Index higher than the category for all segments

• Hispanics have strong connection with Johnson's Brand

4,115M Births +0.6%

Source: 2004 His anic Mini A&U: us,

Overindex as competitive advantage, hold onto

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Objective #1: Connect with New Generation of Moms

[Idea Overview - Strategy #2: J

Strengthen relatlonslllp with multicultural moms ·---·-········-··--···-·-············-···-- .. -- .. ,-.,-,.---·····••·"---·""--········· .. ··-·······---·-·······-··-.,·----·-· .. ·-·----·.,·----··········--··-····-··-···-··--··-'"··-·· Program Tactics:

-Bulld Hispanic consumer into Core Baby Brand Connections

•Target new moms with Core SKUs regimen approach

•Provide information to information hungry consumer

•Test regional Food programs In CA and TX

•Explore WIC as complement to hospital sampling

-Use import items as fighter SKUs in ethnic sets bridging from LA to US dbass:

Align with Cassanova on most lm12actful tactics here to Elrioritize. I would think tha1 Core Regimen aeElroach is critical. We should also relook at imeQrt items to cue relevancy (given success with colggne which I would note. And get lo blingual Elackaging)

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Objective #2: Strengthen core ranges

Program Tactics: READINESS/ BLIZZ/ TARGETED RELATIONSHIP

BUZZ AWARENESS ENGAGEMENT MARKETING Pre-launch phase to Launch phase to Create awarene$S and Build and nurture

Key Strategy sell in to trade, connect create buzz and generate recruitment with relationships by with HCPs expert excitement for the highly targeted offering appropriate inlluencers general rnarl<el ccmmunicanons. value exchange.

Timing Sept2006 F9bruary 2007 (Q1 TBD) Upon Opt-In

Establish Johnson's

as undisputed thought Here add the big tactics leader -

Communica teand own

!.11tc1te1tt,c111.,r .. ,11C11

E1tperience

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Sllde will contain pie charts showing :-··-Js_pen~ ,.P.li!.!1

1 breakout by medium vs. 2006 spend on l:::·.:::Jand

: ·•· ··• ue hlghllght how we are using a more targeted mix and relying less on traditional TV and Print -lowe pulling together

-Note mix is also more integrated. Be prepared to speak to what you would do lo launch if you could not have any TV. Bridgette is still expecting this. I would have a version of launch bluprint slide with no TV> We can talk about how else to get same immediacy of awareness. I have some thoughts around PR and in-store ideas that could create a big bang.

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dbass: Ensure this ctive #2: Strengthen core ranges - New Moms thought is introduced In ~-

~ section 1 and Strat=u#2:

ex2anded u12on with entry-point iconic items here with eroduct range thought. nale:

• Baby Business constantly in triaL.mode .due. to .annual. ipflux of new moms ! .

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• New competitive environment offers moms more choices from mega Brands

• Prenatal moms most open to new information, in search mode

• 60% of moms have purchased a baby cleanser by the 3rd trimester

In QI 2006, equity measures held vs. YA. brand I trust, expert in baby care - this was up in q4 2005 vs. prior period Email open rates for prenatal moms 48% vs. 3 8% 0-12 months; 60% of moms have purchased a l·~~"00"''"·" ! by Jrd trimester of pregnancy

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Objective #2: Strengthen core ranges - New Moms

[E,?Y~.r-:.~!~~J~~~{?~k61i1e·r·Proc1u·c1·····················1 ] Key Tactics;

Maintain Traditional Support: •Own Baby's First Bath - hospital, l-·-~·~1 •Build awareness with laser-targeted TV/Print plan -Anchor FSls to drive trade support

Evolve Support Plan: •Big Idea integration across new mediums •Further leverage CRM - acquisition, retention, cross purchase •Expand regimen communication reach

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Objective #2: Strengthen Core Ranges - Cleansing

I. Idea Overview - St rategv #3: l_l.Redacted:

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Program Tactics: Trade Offense (unfunded): • Leverage category management story to target underperforming items and ensure fair share of promotional activity

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. ~·:,:,::,:~ ...... f=:::=:::::::::::.Red=.~::~hp~:::oduct_:::::::::::::::: dbass. !

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• Extend mass bonus pack offerings to Platinum Food (Kroger A national tactics .. ' and Food spedf1c

, !.. Redacted:_ Other Product -·-·--·--·---·-···-·----·--1 tactics so it is clear.

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. -·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·- ' ' i i i • !


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-·-·-·-·-·-·-·-·-·-·-·-·- . . . !


; i i L-·--·-·-·-·--·-·-·-·---·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·--·-·-·-·--·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-·-·--·-·-·-·--·-·-···-·-·-·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-· I


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lvaugha:

Need to updatetll 2007 Brand Metric Snapshot

2007 Objectives & Assumptions

NTS $xx.xMM ( +x.x% vs. LE)

Sharexx.x% (+x.x pts vs. LE)

BME $xx.xMM (xx.x% of NTS)

Focus Areas Key Programs Success Metrics

Strengtl,en with • Stick With It~ core consumers • Cover the Wound PR

r·-·······-·······-···-·······-·-·······-- • ! Redacted: Other Product ! i. , __ ,_,_,_, __ ,_, , __ , J

• Grow share in value from xx% xx<Vo , Grow share in premium fro xx% to xx% • Inaeasebrand relevance from 'lOC% to xx% • lnaeaseave price/ strlp from $0.00 to $0.00

Expand to new consumers

•AA&. Hispanic awareness programs ~ Redacted: Other Product ; '-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-' • Women - Blister program

• Increase HH penetrsdon of Hlsponlclrom xx% to XJC%

• Increase HH penetration of AA from xx% to xx% • Increase HH penetration with teens from xx% to xxo/•

Expand beyond current category

• Brooder HeJllng Explofation

• Adjacent C,,tegones • Obtain a xx% share of the oold sore category

Strengtt,en retail focuc

• Account Focus Programs •L~~~~Redacted:_ Other. Product~~:.J • Promotion - Hard Case & Bonus Pack

• Secure at least $xxMM In promotions at top 3 retailers

I Ono page snapshot of I 2007 objactivea with euccess metrics

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Backup

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lvaugha: Looking for one Platinum Customer Key Initiatives slide from Matt

All Platinum Customers - Create customized "Stick With It" retail programs to drive

incremental display support

Wal*Mart - Regain Value business support through fighter codes offering - Store of the community support for Hispanic & AA initiatives

Target - xxxxx

Walgreens - xxxxx

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Platinum Customer Key Initiatives

CVS - xxxxx

Costco - xxxxx

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Phase 3: Marketing Strategy Plan Template

l~~~n:~h~3b~~~~:I:~ strategy .for2007.·· Highlight the·-·1

"big ideas", marketing objectives, and strategies to reach those objectives. ----------·-----------·--···----------------------··-·-----·---------------------------

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1.

2.

3.

Summarylmplicatlons/ Key Issues

How can JOHNSON'S effective@ combati-·-··---iwhlle still playing "our game" {equity high ground. proritabih &.·····" °"'"'"''" i~

-'Costs More To Play; Pay more to get the same/keep your place in the game' -New item strategy - High Level of Innovation vs, High # of Items

How can JOHNSON'S support more of Its portfolio to achieve systemic health & growth?

-right balance between coverage of core + innovation. -more efficient core support model (i.e,i """"'" ou,".""""'] range/platform adv.)

How can JOHNSON'S "catch up quickly" to develop, qualify and implement an alternative/hybrid model to better bond with today's moms?

-how educate key constituents on value of new media options (vs. only TV). -must integrate connecting with the Hispanic mom into this model .

.. --·-·-···--·-·-·-·-·-·-·-·-·-·--·-·····-·-·-·-·-·-·-·-·-···-·-·-·-·-·-·-·-·-·-·--·-·--·-·-·-·-·-·-···-·-·-·-···-·-·-·-·-···-·-·-·-·-·-···-···-·-·--·-·! 4. i !

i Redacted: Other Product! i ! I ! '-·-·-·-·-·-·-···-·-·-·····-·-·-·-·-·-·--·-···-·-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·····-·-·-·-·-·-·-·-·-·-·-·-·-···-···--·-·-·-·-·-·-···-·-·-·-·-·-·-'

I Redacted: Other Product l ;

L,-·-·-·-·-·-·-···-·-·-·-·····-·-·-·-···-·-·-·-·-·-·-·-·-···-·-·-···--·-·····-·-·-···-·-·-·-···-·-·-·-·····-·-·····-·-·-·-·····-·-·-·····-·-·-···-·········-·-·-·-·-···-·-·-·-···-j

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JOHNSON'S® Baby· Draft 2007 Marketing Support Calendar

.... --- ·- .... .... ···- ·- ··-· -- I I I I I I I I I I I

Cons.

Print

Redacted: Other Product FSls

Prof.

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! !

! ! ! I ; ! ..


' ; ; I i,.,.,_.,.,.,.,_., ••• ,.,.,._,., ••• ,._,., •.•.• , •.•.•. - •.•.• , •.•.•.•.•.•.•.•.•.•.•.• ,._,_,_,_,_,_,_,_,_,_, •.• , •.•.•.•.•.•.•.• _,.,_.,., •.•. _., •.•.•.•.•.•.• , •.•.•.•.•.•. _., •.•.•.•.•.•.•.•.•.•.•.•.•.•.• _, •.•.•.• _ .• , •. _ •.•.•.•.•.•.•.•.•.•.•.•.•.•.• ,._,_,_,_,_,_,_,., •.•.•.•.•. I


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• . ' ~--·-·••••••••-••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••-••••••••••••••••••••••••••••-•••••••••••••••••••••••••••••••-•••••••••••••••-•••••••••••••••••••••••••••••••••••••••••••••••••••••••••• I


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Johnson's Baby Household Penetration - Ethnicity & Race JUIIIISOII S diid categu1y pe11et1at1011 IS lilgl1e1 a111011g Mlspa111c diid Ar11ca11 AIIIEI ICdllS households than the General Market, which reflects household composition.

Johnson's brand is also more developed among both Hispanic and African American households, especially in th~:::.:_:::] segment.

42·2409 0[] ~:;:!E~~~:: .,

~ "\; ·-·-·················-·-- -·-·- -· , ?~~~::''.0:~~~!::~~-~-~d 22.8

f4;.:1.o ~ h3 hV<

Redacted: Other Product Baby Total

Tolletrln John10~·• Baby

~-----~ --~-~=~·==· =·=·=· =· ·=·==· =·-·=· =•=·· .. IRJ P11nel Cata Tot.11 1 US J.J.I Oud&u. TolletrlH <.::·.:::::·.:·.:::·.:r,:.,;~r.~£!.¥-~·.:::::::::·,:::::-JPo'Ndl r · al Cat•aorin inc:ud• Johnson'• Baby&[:;'':~::'] 400S-52 Weeki Cnding Nov. 20, 2005

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; ' ! !


' ! I i.,., __ ,_,.,., __ ,., •.•.•.• -, •.•.•.•.•.•.•.•.•.•.•.• ,_., •.•.•. _ •.•.•.•.• ,._ .•.• , •.• _,., •.• ,.,.,.,.,.,., •.• ,.,., •.• ,.,.,.,._,_, __ ,_,_,_, __ ,_,_,_,_,_,_,_,_,_,_,_,_,_, __ ,_,_,_, __ ,_,_,_,_,_,_,_,_,_, __ ,_,_,_, __ ,_,_, __ ,_,_,_, __ ,_,_,_,_,_,_,_,_,_, __ ,_,_,_,_,_,_, •.• ,., •.•.• , I


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I How will we play differently in 2006 and bring "TFR" to life? I

•Integrated & Iconic Franchise Selling Idea •Consistent look & feel maximizes synergies/efficiency.

•Balanced Platform Innovation Plan

! Redacted: Other Product I ! i '-·-·-·-···--·-·-·-·-·-·-·-·-·-·-·-···-·-·--·-·-·--·-·-···--·-·-·-·-·-·-·····-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-·.

•Significant & Balanced BME$ lnvestment_($67MM: +$27MM). •Advertising$ Doubled -- SOV from 23% to 30% -Beyond traditional marketing - CRM.

•"Best in Class" A+ Launch Approach •Unprecedented co-marketing account programs. •Influencer/ Seeding program for buzz.& early demand. •Immediate media support to drive early momentum

•Commitment to "Own New Moms" -Lock competition out of "new mom" sampling (hospital) •CRM to build lasting conneciions.

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Key 2007 Focus Areas Expand the "Strengthen & Stretch" strategy

1) Big_, meaningful innovation platforms r--Reciacteci:-"otiiii"r··,:;-;:ociuci'··: f Redacted: Other Produet ! •·-·-···-·-·-·····-·-·---·-·-·-·-···---·-·-·-···-·---·-·-·.J i_,_,_,••••••••••••-•••••••• I

• [._·-···-·-·--·····-·Redacted:. Other_ Product ·-·-·····-·-·-···..J Expand into new benefit areas (protect) Strong year 2 support

2) Core vitality behind equity building power ranges

_BEDTIME Relaunch-."Own_ Sleep"·-·--·---·--·---·-·---, 1 Redacted: Other Product : 1 •••••••••••••••••.••••••••••••••••••••••••••••• _, , , ,J

3) Develop an alternate/hybrid marketing model that:

better forges enduring connections with today's moms and more aggressively combats competrtive models

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! . - - ·- - -·-· ! ! ! I l ! i

! i


' ! "·-·--·-·-·-·--·-·-·-·-·--·-·-·-·--·-···-·-·-·-·-·--·-·-·-·--·-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···--·-·-···-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-···-·-·-·-·-·--·-·-···-·-·-···-·-·--·-·-·-·-·-·-·-·-·-·-·-·-· ' Protected Document--Subject to Protective Order JNJ 000109687

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2007 Brand Metric Summary

2007 Objectives 111 NTS $xx.xMM 11 Share xx.xO/o 11 BME $xx.xMM I & Assumptions ( +x.x% vs. LE) ( +x.x pts vs. LE) (xx.x% of NTS) .._,__-~-~~

Objectives Success Metrics Strengtt,en Core Ranges --·-·····-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-·-·-·····-·-·····-·-·-, ! I ! Redacted: Other Product i

I ' ;·····-·-·····-··-···-·-·······-·-·······-·············-·····-··--·····J •Penetration among new moms.. . .. ?askfrcd for measure

Stretch equity into new benefit space and targets

• Increase awareness to ... • Increasetrial to .. • Achieve trial/share on new SKU

: L~_e_~a-~t~~: -~~h-~r-~~°-~~~:. j ! i ! I Redacted: Other Product ; ; I

! ! i .......•.•.... , .... - ••••••••••••••••••••• I

l. Redacted:_ Other Product. j • Share of requirements , lncreaseHH penetr-atlonamong Hispanic from xx% to >0<% • ASI Tracking measure ........ whichone.. ./

~-Merchaoci:;:a:::u;:h~;·p;oduct ~~~~~~~~~~~~1

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lvaugha:

6/12 version 2007 Marketing Objectives

2007 Business Objectives

NTS$xx.xMM (+x.x% vs. LE)

Share xx.x<>/4 ( +x.x pts vs. LE)

BME $xx.xMM (xx.xo/o of NTS)

1. Strengthen core ranges

, Redacted: Other Product ! ·-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-' Build lasting connections with Hispanic moms

2. !_Redacted:_Other_Product J !-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·····--·-·-···-·-·····-·-·-·-·-···-·-·-·····--···-···--·-·-···-·-· 1

! Redacted: Other Product I i ,.,_ .. , ,_ .. ,_, ,_, i

3. Stretch equity to new target and benefit space

. I Redacted: Other Product i i ! i. .. , .. , ........ , ........ , .. , .. ,.,., .. , ....... , .. , .. , .. , .. , .. , .... , .. , .. , .... , .. , .. _,.,.,_, __ ,_, __ ,.,.,.,.,_,.,., ••• ,.,_,.,.,.,_,.,., I

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JOHNSON'S® Baby Brand Footprint

Brand Vision

lOHNSON's·• will become the world's <1rg~st skin and hair care brand b)' building our equity, rooted in baby, to be the most trusted by women and professionals arounc Brand Vah:,'S the world for superior skln and hair can solutions fnr their babies, themselves an, their fam Illes. • Cdclirnt"-~ the J\.Jr,11ht.•r,13Jbf Bond

Positioning • EnR"ndl•r!> Deop Fersoual Tru:.1 • Und1..•~t.lnd~ .lll 11.fotln.•rs' J1~d ll.:bil.•s' RutionJI & Emntltm<1I Needs

• 'ruetcd toy til.' ,1tthc,m• J>r,ifc~km<lh• • Sot~ the Hip;h~"!'~l St.md:ml in ll.lby C:il'I.•

JOHNSON'S"' is the baby brand most trusted by mothers and professionals to provide the best in skin and hair care, because its superior products are clinically proven pure, mild and gentle and uniquely enhance the loving bond between mother and baby,

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ivaugha: J 2007 Brand Metric Summary Old slide -·-·--··---·· .. - ... -·-··--·--·--

I 2007 Objectives 111 & Assumptions 11

NTS$xx.xMM ( +x.x% vs. LE) 11

Share xx.x% (+x.x pts vs. LE) 11

BME $xx.xMM (xx.x% of NTS) I

Objectives Success Metrics

Strengthen Core Ranges

.-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-···--·-·-···--·-····· .... ! ! ! I

i Redacted: Other Product : i i ! i ~--·-·-·-···-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-·-J •Penetration among new moms.. .?askfred for measure c:~~~-~~;~~:.t:~e:~~~;~~-~:.:.1~~~~fa~ r1~q~ro~a~~--~~~~~~~~f'd:·OtherProau·ct···-·-·-·1 •! Redacted: Other Product _,!

Stretch equity Into new benefit space and targets

• lncreaseawareness to .. • Increase trial to, ........ • Achieve trial/Wre on new SKU .---·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·······-·, l_Redacted: .Other .Product.!

i [i.~.~~!~!~.~15:_.0ther.Product,_l

i . ! • Increase HH penetration among Hispanicfrom xx% to xx% ! Redacted. Other P,oduct I • ASl Tracking rneasure.. ..which one.. . ?

· • Merchandising measure ....•.... ?

: .l ·~---·-·····--Redacted~t~~:~!ed:. ~the.r_.P,rod,uct ..J

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[ ! tretch the Equity - i I "Take the Fight to Competition" • Rld1C1td:Olht11'1' Cldue1! I ' i i ! !

l-·-·-·-·-·-·-···-· ! ! ! i !

j Redacted: Other Product j I I I I

L .. ·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-J

r-·--·-·-···-·-·-·-, I ! i I I ; I ! ! RH1<11d:0..11'N>duOI i i ! ' i. •.•.......... , __ ,J

Core - This is our secret weapon - equities are strong but won't stay that way if we starve them. Iconic items (P,l.••d••"d'.°''"Pr°""·'.V are how we bui1t these equities & give us the strenghten

This One, Two Punch is unprecendented and will surprise our competition - typically we have been

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focused support primarily on new items - some of them being "one off' & not successful in driving our equity while starving our icons.

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JOHNSON'S® Target Consumer- Who Is She?

Devoted Purists 18%

va1ues/Bellefs: , Natural products are better for baby • Early adopters - actively seek new products • More expensive products are better

Parental Experience & Philosophy: • Natural products are better for baby • Early adopters - actively seek new products

....... • .. More_expenslve_products are_better _.. . . Product Usage: • Avoids using fragranced products • Enjoys experience of using products, not just functional Brand .. lJsage1 f -Rodactod: .Other .Product .J

Pragmatic lndulgers - 24%

Values:

Parental Experience & Philosophy:

Product Usage:

Brand Uiage: Johnson's &J. Rod1<*<1 :0Ct..PrD<ll i:1 J

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First Time Moms By Generation

• Gen Y women account for two-thirds of 1st time births

__ ........ -----

Sourw: U.S. Otpartmenl dHeatU', a,d Human Servlce1-, National Vital Statl1Utt, Cens.ui 2003

oBoomer

lilJGenX

QilGen Y

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i ! !


; I

l·-·-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-·-·-·-·-·-·-·-·-·-···-···-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-···-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-···-·-·-·-·-·--·-·-·-·-·-·-·-·--·-···-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-· I Protected Document--Subject to Protective Order JNJ 000109696

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; i ! ! i I i.,,.,_,.,., ••• , ••• ,.,.,.,., ••• ,., ••• ,._,.,., ••• ,.,.,.,.,., ••• ,., ••• ,.,.,.,.,._,.,.,., ••••• , ••• ,.,.,.,.,.,., ••• ,.,.,.,.,.,., •.• ,., •• _ •.• , •••. _.,., •••.•.•.•.• ,., •.• , •.•.•. _., •.•.•.•.•.•.•.•.•.•.•.•.• ,.,.- .•.••• ,._,.,.,_.,_,.,.,_., •.•.• ,.,., •.•.•.•.• , •.•.•.•.•.•.•.•.•.•.•.•.•. I


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Brand Experience Platform

TARGET-NEUTRAL EXPERIENCE PLATFORM --- ------------ ---------- ------------------,, _

./----/ Johnson's makes "maternal" discovery wonderful. -.. // ... ,

/ ' ~------------~ ----------- ~----, -----------:::--.,. // ,_, .... ,. ,__ """- CHANNEL-NEUTRAL EXPERIENCE DRIVERS

Expert Johnson's provides support, expert advice and information that ensures you're Support !=:~a~lw~a~ys~o~n~th~e~ri;gh~t~pa~th~a~n~d~yo~u~·re~a~lw~a~ys~c~o~m~fo~rla~b~~~w~ith~e~v~er:!::y~de~c~is~io~n.:::;::~

Routine Johnson's gives you the products, tools, and solunons you need to create regimens Mare integral to the development of a healthy and happy baby.

Sensorial Experiences ~==============~

Heritage

Johnson's provides sensorial experiences that infuse your routines wtth j-Oy, sweetness and bonding.

Throughout generations ci change, Johnson's heritage of high standards will always be there for you.

aR/GA

"Motherhood is continual discovery, and Johnson's is there to celebrate its wonders."

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lvaugha:

Needs work Core Baby Key Platforms

PragmaUc lndlugor

Prenatal/Moms of n@w babies Experienced moms

1-------,.=-·-=·-=·-·=-·-=·-·=-·-=·-=·-·=-·-=· ==,/-,,,. ·-·-·-·---·-·-·-·-·-·-·- i Devoted Pu:riet ; ! i ; ! l I 1-------,; !H 'r ! Redacted: Other Product J Redacted: Other Product i ; i I

,_M_a-in-st-,..-.m----< j it-; !

L-·-·-·-·-·-·-···-·-·-·-·-·-·-·-·-·-·- l--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·--·J Fru&trated and Ovowholmed

Learn more

Frugal Skeptic

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r - '


' I i.,,_, ,_,_, ,_,_,_,_,_, __ ,_,_, ,_,_,_,_,_,_,_,_,.,.,.,.,_,., ••• ,._,.,.,_,_,_,., ••• ,- •••• ,_,_,_,_,_,_,_,_,_,_,_,_, , ,_,.,.,_,_,.,.,.,_, ••••••• ,_, ,.,., __ ,.,.,.,_ ••••• ,.,.,_,_,.,.,_, __ ,.,.,.,_,_,.,.,.,.,_,.,., __ ,.,.,.,_,_,.,., ••• ,.,_,., ••• , ••••• ,.,.,_, ••••• , I


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Equity*Builder "Equity Index"

~-----·-- -------------------- ---] th the exception off---· Jan of the brands evaluated ssess Equity scores well above average. _

325

~ iii= I i-~f..140M'

Redacted: Other Product ;

'-·-·-·-·-·-···-·-·-·-···--·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-···--·-·-···-·-·-···-·-·-·-·-·-·-·-·-···-·-·-·-·-···--·-··· i

[-----------------------------1 The five components of Equity, when modeled together have_ a norm

Ba6<>: Total Sample. n•505

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~ PU! Will e--------------------------------- 0;

Objective #1: Strengthen with core consumers

1a Overview - Proaram #2: ~ ~n new moms with entry-point iconic itemsL""-'""°"''p'"'"°'.l J knr~m Tactics:

t--

PR

Details

r ,_,., , .. _,_,_,_Redacted: Other Product !

Timing

Consumer Promotion,

Conlinue to leverage CRM to reach new moms/prenatal

.Moth&rhood ::~:!::"!!a:1!1~:~ program ~~~-l cross compan't' samplin.9..to leverage equtty,01 sister brands (L,_,., •.•.•. Redacted: Other Product ,j Online loyalty program Expand usageldislribution of regimen support

ProfeHional Reach 90"~ of new moms through hospital sampling Pharmacy program

Media •Targeled prena1allnew-mom TV and Print •Online targAled offers to e,cpectan1 moms thru babycenter

Year Round

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lvaugha: Not going to Include Key Consumer Targets this slide

Devoted Pragmatic First Time Hispanic African Purists lndulgcrs Moms Moms American

Total Moms

Total US HHs" 112MM

Moms of Babies 0.2

18% 24% Incidence 100%

37% 27% % of Category Spend

36% 30% % of J's Spend

97 111 Index

Total Buoineao Opportunity

Penetration Goal

• &ourc:e:IRI POl'ICl0oto TotoJUS All ~llttt-S2W/O 1/11Q6

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ugha:

nove this ~

anics and African Americans over index on both Johnson's and category

Johnson's Baby Household Penetration - Ethnicity & Race

4,::40.9 2, .....

34. 121 ~ IOI

2005 CJ General Market CJ Hilpanica (l!nglish Spou l 11g)

CJ African Americans Penetration Index= Bold

' 22.8 I ,- 21.0 j 4- ;

15. 13 ~ 0


! i ' Total i !

John1on•• l ! Baby ;

.__ ._..JL,_ ·-·-·-···-·-·-·-·-·-·--·-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·! '-------~ IRI Panliil Cl!IU TOUII US Ali OuMts Tollttrle~ =C.:.:·.:·.:.·.·:·.:·.:~l~~.d.,;'~j,f}.lo;l~~=.:.:·:~.:.:·:::.:·,1 Powder~ d C11l•;orin lnc:ude Jot,nson', Baby&[:,:";:,~] :2DOS-S2' WHka Cnding Nov. 20. ~oos

Baby Tolletrlu

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lvaugha: Replace w/ change is constant slide

HNSON'S® Baby Brand Footprint

Nurturing Care

Clean and soft skin and hair that is a delight to the senses

(e.g., loving touch, "baby smell')

Pure, mild and gentle products that are distinctly sensorial Herttage of "best in care" expertise and trust

Scientific support where applicable

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Hispanics represent largest and fastest growing group of moms

• Overall birth rate is flat year-to-year • Hispanic births will reach 1 MM in 2006

Births by Race & Ethnicity

4,115M Births

+0.6%

Hispanics overindex in HH Penetration on Johnson's and the

category

D Hispanic Ell Caucasian a Afro American Ill Asian II Amer Indian

S.Ourc.•: U.S. Oesiartmtnt of Heatth and H.iman Servi1;es, Natlonal \Illa! Statlsl:leJ, Ctnl'JS 2()04 Prelimlnar, Births

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Use Innovation and New Marketing Model to Connect with Today's Moms

Key 2007 Focus Areas

1) Big, meaningful innovation platforms Strengthen cleansing and expand into new benefit areas Strong ongoing support

2) Core vitality behind equity building power ranges • "Own .Sleep"-·-···························--·-···-·---- • [ ,_ Redacted:_Other .Product __ ,__!

3) Develop an alternate/hybrid marketing model to: Forge more enduring connections with today's moms and Aggressively combat competitive models

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I

P-roiected Document--Subject to Protective Order JNJ 000109708

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Megabrand's Entry Highlights Need for Innovation and More Efficient Communication Model

325 i ·························-············-····································································-·········: ; !

~ ! I jc.= ----1 Redacted: Other Product i a: ; a -lm,n;,iv-·· i 11. ;f' \jolk.°'"· l ,.,_., ,_.,_,_,_,_,_,_,_,_,_, __ ,_,_,_, ,_,_, __ ,_,_,_,_,_,_ .. , ;

r,.;;;;---------------------100 1 C five components of Equity, when modeled together have a norm = ~

ource: ASI Equity Builder 2005

[ Redacted: Other Product i l-·---------·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-----·-·-·-·-·-·-·-·-·-·-·-·-·-·-J

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Backup I th ink I Outbound Communications

BUZZ& TARGETED RELATIONSHIP READINESS AWARENESS ENGAGEMENT MARKETING

Pediatric lnfluencu Outrtac:11 -PR . ... Expert ...... i Eventadrlveto

0 nfluencers _Ctr$91..,.,0u1r11tieh . ;;; ., ~ Dlrtcl

HCPs fv11nlOrtv11to a,: lilAAroQO?{HBA Sot~ ... Dlntct Ev1n1Drlvelo .,nnueMtrOul!;h N11uAw111rona1 TDrgctodAwt1rtmon

WOM •erend Actvenb~g .Oru,d•dl::1pt1l1n!'

Retail Trade (•udit/outruc h} PA OnDr.e l..dvortlstng

PR Olglblslgru.gt s.a,e11 n: Radlo ,_,.,,._, w Consumer Plrlntntllp1 unllnl - DR-TV :!: Grusroot s PrlWIOtlon ::> Onlile ICPL, CPN) • fte.C onlactRMIJli II) Prospects z Search Rtcrultment 0 uitec. ___ ..,.ui 0 .c•M ..

Rtcrultmtnt

~i[j?JrReCt . Ppt-lns

Incorporation d, ,ermined upon « Jnplolion of general market proi am

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2007 BP Budget

NTS

Total BME

Media/PR

Consumer/Profession

Trade

Market Research

Speclal Directs

Linewide

2007 BP % to NTS

$ 144.9

44.1% 64.1 44.2%

16.0% 18.6 12.8%

12.6% 23.8 16.4%

12.6% 16.8 11.6%

1.4% 2.1 1.4%

0.7% 1.5 1.0%

0.9% 1.3 0.9%

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I·-·-·-·-·-·-·-·-· ·-- . . . . . !


i -·-·- -·- - -- - -·-·-·-- -·-·-·-- -·-·-·-·-·- ··--·-·-·-·-·-·-···-·- -·-·-·-·- --·-·-·-·-·-·-·· -·-·-·--- - -·- -·-·- ---·-·-·- -·-·-·-·- -·-·-·-·- -·-·-·-·-·-·····-·- -·-·-·-·- -·--- -·-·- -·-·-·-·-·· -·-·-·-···-·--·-·-···-·-·-·-·-·-·-·-·-·-·- -·-···-·- -·-·-···-·-·---·-· . Protected Document--Subject to Protective Order JNJ 000109712

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lvaugha: are a multidimensional target making U11date b~ ::onnecting with her complicated demograi;1hic using la~out of rosetta .. ·-·-· ... ·-----·-

1

~ 46% of alt women w!chfldren Women w/c~ildren <2 yrs. I c:: 2yrs. also have child 2-5 yrs

5.7!vJM ! i

I I Women w/q~ildren 2-5 yrs. 1~.1MM

1 .................... ..... ., ... -, .... First Time Moms

,/40% of annual births -1.6MM new moms every yearlll ,.,Must consistently re-introduce JOHNSON'S® to maintain heritage & avoid

becoming obsolete to a new generation of moms.

His~anic Moms ,116% of all women w/children 0-5 yrs .

.,23% of total annual births.

I Moms use Johnson's Bab~ tool! I ( Redacted: Other Product ! .~ufff..v: ZOIHSimm,m.slJnta; Wutt1/r.rgroupMonrSl(gnre,itotifl11,'tfUtl)'; f>1tKadt2904 Bah)'A&CJ; Jt)M liS Faml~v..1..Cl!.

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. . . . - - - -·- -·-· --- -----·-·-·-·-·-·-·- -------·-·-·-·-·-·-·-·-·-···-·-·-·-···-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-------------·-----·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·- ;


; I L---·-·-·····--·-···-·-·--·-·-·-·-·-·-·-·-·-·-···-·--·-·-···--·-·······--·······--···-·-·-·-·-···-·-·-·-·-·-·-·-·······-·-·-·--·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-·-···-·--·-···-·--·····--·-·-···-·-·-·-·-·-·-·-·-·-·-·--·-·-·-·-·-·-···-·-·-·-·-· ' Protected Document--Subject to Protective Order JNJ 000109714

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Will kill this in lieu of earlier or visual of key tact ics

Objective #2: Strengthen core ranges

EOverview-Strateqy#2: J Communicate and own r , ...... -.,-. i Experience

-·--------·-·-·-·---·------··---·---·- I,. 04~-N,_, N_,_,~004~----·~----·-·-·-------· Key Tactics:

• Bring routine to mom: BRU tour?, advertorial on sleep environment design • Showcase [.R••••t••=.0ther Product i beautlseals, lullaby or story challenge

• Bring sleep environment to retail - sleep zones • Everyday 'starter pack' • Co-branded advertorial on sleep environment design at Target/BRU • In-store sampling/demo

• Everyday 'starter pack' including sleep guidance to establish heal

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Moms are a multidimensional target making connecting with her complicated

[ ~~"'0 Prenatal 0-6 mos 6-36 mo& AcUtUser

L. PnatJdE1pst11n(:fl) New Moms ExperienoedMoms

r-~~n~_::> Ceuca3ian Hiepemc African·Am~rican Asian American American Indian

[~~Dgr•~~~~~> Devoted Purist Pragmatic fndulger Mainatraam~ms Insecure& Frugal Skoplic 0v•""1elmed

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lvaugha:

Calendar

Not planning to 1111,•~r~D!B!llll present this - I

Debra pis Ing I

confirm I SN Targeted Print and Online I I SN Targeted Prlnhnd Online

I Koopltal & Ob-Gyn Sampling I I Diaplaya I

I llonue Pack• I

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asbestosandtalc.comasbestosandtalc.com/Egilman Deposition Exhibits 03... · Debra: Here is latest deck. Luna is a framework only - team is working on pulling together Some concerns: