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Product Guide

Product Guide. 2006. CONFIDENTIAL. For Sales. Baby Wipes Moisturizing Cloths.

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Product Guide

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  1. Product Guide 2006 CONFIDENTIAL For Sales

  2. Baby Wipes Moisturizing Cloths This Pigeon MOISTURIZING CLOTHS is the complete edge among all the other Baby Wipes!Not just it’s moisturizing barrier that is made between baby’s bottom and diaper to keep baby’s skin the way it should be, but the embossed cloth is soft enough and easy enough for removing from sensitive skin. Moisturizing Cloths will be mother and baby’s solution to the bottom related problem; dry skin, diaper rash, and sensitive skin which can not bare normal baby wipes. Moisturizing Cloths will be mother and baby ‘s solution to the bottom, all through diaper changing time! That’s why you need Moisturizing Cloths! New born baby has very soft and sensitive skin! New born baby is born to have moisturized skin! New born baby needs frequent diaper change!

  3. Tendency of Baby Wipes Market and need of new wipe • Currently, baby wipes for normal skin have become less competitive in the baby wipes market. Therefore, we need to launch new type of baby wipes that can successfully solve mother’s potential needs; which is wipes for sensitive skin, Moisturizing Cloths. This added valued wipes may strengthen brand image of Pigeon as well as establish our presence in the market. ●Need of added value on wipes; Moisturizing cloths ●Product edge with preparing range on wipe; standard type for normal skin and moisturizing cloths for sensitive skin ●Price competition being severe for standard type wipes

  4. Mothers concern under 12months All mothers Mothers who are concerned about baby’s skin trouble Target Customers • Mothers who have 1st baby; especially newborn baby, she is more concerned about baby’s skin trouble. • Especially mothers who have baby under 12 months are more concerned about her baby; 1 out of 6 mothers think her child’s skin is sensitive or easy to get diaper rash.

  5. Product Concept A moisturizing barrier protects baby’s delicate skin from diaper irritation. Flip top Lattice Cloth • Always keep wipes moisture • Easy to open • Easy to wipe and remove on the skin • Soft touch on baby’s delicate skin Special formula Package • Moisture skin with special formula • Make moisture veil on skin • Focused on image of clean, moistures baby’s skin healthy baby skin • Easy to open

  6. So gentle on skin! So quick! No strong power needed! So easy to remove! So smooth to catch what is on the skin! So moisture! Maintain moistures! Veil between skin and diaper! Unique lattice weave absorbs moisturizing formula for soft, easy-to-use wipes High moisture level prevents delicate skin from drying out Special emulsion gentle on baby’s bottom, even through frequent changes Lattice weave + Moisturizing formula Moisturizing formula Lattice weave

  7. Lattice Weave Minimum stimulation on skin With appropriate thickness and unique lattice weave fabric absorbing emulsion formula, it is more easy to wipe even for poop. More than 77% mothers answered Pigeon is easy to wipe after poop (reference 1). Complete lattice weave makes the difference! • Emulsion formula gently removes what’s on the baby’s bottom: plenty of moisturizing formula is absorbed in the cloth, and gently removes one without need of rubbing. • No need of rubbing to remove what’s on the bottom: Appropriate thickness for removal and lattice weave catches them quickly as mom stroke the wipes on baby’s bottom. VS • Less stimulation on baby’s kin with bumpy (lattice) surface: area that touches baby’s skin is less than plain surface Plain surface

  8. Emulsion Formula Moisturizing Vail on the skin Specially formulated emulsion formula is surprisingly gentle on baby’s bottom all through diaper change! More than 70% mothers felt Pigeon Moisturizing Cloths provides high moisturizing level on baby’s bottom compared to competitor A (as per graph on the right). Emulsion formula is the solution to newborn sensitive skin! • Wiping while making moisturizing barrier between diaper and bottom: not only removing the poops on the bottom, it makes moisturizing vail on the skin to prevent from dryness and diaper irritation. • Specially formulated emulsion gentle on baby’s bottom : next time you change diaper, you will notice how easy it is to remove poops, thanks to moisturizing barrier! • Rubbing is the last thing you should do to wiping your baby’s bottom: Gentle emulsion formula makes it easy to remove what’s on the bottom.

  9. Strictly tested for baby’s sensitive skin: Biological Test Biological Test : in Pigeon, we take pride in giving the best quality and hygienic wipes specially for babies’ delicate skin. Pigeon makes Microbiological Test a compulsory to ensure that all PIGEON Baby Wipes are completely Free from 5 Harmful Bacteria that are harmful to babies skin, especially for those babies who suffer from nappy diaper. No other companies disclose these information. We want all customers to know that we are sure to do biological test and our products are safe to use.

  10. Baby Wipes market: Competitors Analysis

  11. Baby Wipes market: Product Positioning New moisturizing cloths are perfect to effect gently on baby’s delicate skin, especially for newborn. Also, by reducing the area that touches baby’s skin and weave in lattice pattern, it is successful in wiping softly and removing easily. These elements can be the edge of the product. “Care” baby’s skin（formula） A lot of area to touch skin for more easy wiping “touch gently” with lattice weave (cloth texture） Wipe on the skin

  12. Baby Wipes market: Channel & Price Channel:Baby specialty shop & drug store & department store *Place where mother who are concerned about her child skin comes, and place where we can build good brand image with the product. Channel where they sell cheap, discount for price competition is not target channel. Establish good brand image Price:Retail price should be adjusted to J&J

  13. Package design- concept Pigeon Moisturizing cloths does not require rubbing baby’s skin. This wipe softly removes what is on a baby’s delicate skin and makes moisturizing barrier after wiping, so as to prevent skin from friction between diaper. Name of the product also does not mention as “Baby Wipes”, but “Moisturizing Cloths”.

  14. Promotion: Magazine Advertisement Data1/2 Silky smooth. No more scrubbing off. *Data included in the CD-ROM.

  15. Magazine Advertisement Data2/2 *Data included in the CD-ROM.

  16. Prevent from diaper rash • Smooth on skin • Easy to remove lattice weave *Data not included in the CD-ROM.

  17. Made in Thailand Package Information 70pcs *10pcs pack is not flip top, it will be sealed with plastic seal.

  18. Reference 1: Ingredients (Pigeon Moisturizing Cloths) One and only selected material! Especially for new born! Allergy tested formula!

  19. Reference 2 :Easiness to wipe Easiness to wipe after poop.

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