Exhibit 1Pillola’sbrand architectureMutually exclusive population - PDF document

EXHIBIT 1Exhibit 1Pillola’sbrand a
EXHIBIT 1Exhibit 1Pillola’sbrand architectureMutually exclusive populations (one person can reside in only one box)Users of Pillola(switch matrix)PL BUMOUnawareAwareFamiliarQualityperceiverPL BUMOPL BUMOPL BUMOOtherBUMO;perceives Pillolaas qualityOther PillolaBUMOPillolaLQBUMOOther BUMO, but PillolausageNon-users of PillolaOtherBUMO;familiar with PillolaOtherBUMO; aware ofPillolaOtherBUMO;unaware of PillolaPL BUMOPL=Private labelLQ=New formulationNon-PillolaBUMO PL BUMO PillolaBUMOPillolausage non-BUMOResourcesFlowsBUMO=Brand used mo

st oftenKeySource: Market research quest
st oftenKeySource: Market research questionnaire, January 2003; weighted sample population n = 5,241EXHIBIT 2PenetrationRetentionOut-switchingIn-switchingExhibit 2 Switching among PillolausersExiting PillolaResourcesFlowsPillolausersShare of portfolioNew choosers of PillolaEXHIBIT 3Users of Pillola(switch matrix)PL BUMOUnawareAwareFamiliarQuality perceiverPL BUMOPL BUMOPL BUMOOther BUMO;perceives Pillolaas qualityOther PillolaBUMOPillolaLQBUMOOther BUMO, but Pillolausage29.13.740.3Non-users of Pillola1.84.419.710.113.8Other BUMO;familiar

with PillolaOther BUMO;aware of Pillola
with PillolaOther BUMO;aware of PillolaOther BUMO;unaware of PillolaPL BUMO6.99.834.730.1Exhibit 3Consumer residency in Pillola’sbrand architecture Million peopleAll resource populations; General population projectionAdult category consumers = 204 million peopleSource: Market research questionnaire, , n = 5,241, 2002; Vanguard analysisResourcesFlowsEXHIBIT 4Exhibit 4Average residency with brands0%10%20%30%40%50%60%70%80%90%100%0102030405060Residency after x monthsBranded competitor BBranded competitor CPillolaGeneric competitor BGeneric c

ompetitor ABranded competitor ASource:
ompetitor ABranded competitor ASource: Syndicated Tracking Study (June 2000 to May 2001)Total: 5.5 million people per year8%5%9%7%5%9%9%48%PillolaBranded competitor BBranded competitor ABranded competitor EBranded competitor DBranded competitor CPrivate labelOtherSource of in-switching consumersDestination of out-switching consumersTotal: 4.3 million people per year10%17%17%8%2%6%8%32%32.8 million PillolaBUMO usersShare of requirementAverage consumption: 12 pills per monthExhibit 5Consumer switching behaviorAnnual switching to/from PillolaAverag

e consumption: 37.5 pills per monthPillo
e consumption: 37.5 pills per monthPillolaBranded competitor BBranded competitor ABranded competitor EBranded competitor DBranded competitor CPrivate labelOtherSource: Market research, n=5,241, 2002; Vanguard analysisEXHIBIT 5EXHIBIT 6Recommended by physicianLonger lastingReason for switchMore effectiveSafety (net)OtherQuickerCouponsPreferred formNew productFewer side effects*PriceRecommended by friend / familySafety*Fewer pills to takeSource: Market research 2002; Vanguard analysis3.12.10.61.29.53.44.922.85.140.34.82.62.78.75.00.91.51.51.11.387.10.

50.83.40.60.00.00.03.74.54.94.96.68.19.
50.83.40.60.00.00.03.74.54.94.96.68.19.813.214.333.83.43.22.92.615.19.110.14.416.918.52.010.33.53.18.86.40.00.0Switchers from Pillolato Brand B (103)Switchers into Pillolafrom Brand B (345)Switchers into Pillolafrom private label(59)Switchers from Pillolato private label (182)Exhibit 6 Sample profiles of in-and out-switchers* Included within “Safety (net)”EXHIBIT 7Users of Pillola(switch matrix)PL BUMOUnawareAwareFamiliarQuality perceiverPL BUMOPL BUMOPL BUMOOther BUMO;perceives Pillolaas qualityOther PillolaBUMOPillolaLQBUMOOther BUM

O, but Pillolausage7.21.415.4Non-users o
O, but Pillolausage7.21.415.4Non-users of Pillola0.61.77.82.74.0Other BUMO;familiar with PillolaOther BUMO;aware of PillolaOther BUMO;unaware ofPillolaPL BUMO2.63.916.410.2Exhibit 7Chosen segment and PillolaCountry general population, million peopleSource: Market research January 2003; weighted sample populationn=5,241ResourcesFlowsEXHIBIT 88510511075801081051091319410569UnawareAwareFamiliarQualityPillolaportfolio usersPillola BUMOsNew Pillola formulationExhibit 8Comparison of chosen segment and general populationChosen segment indexed to gener

al population (= 100)PL BUMOOther bran
al population (= 100)PL BUMOOther brands BUMOPillolaBUMOSource: Market research January 2003; weighted sample populationn=5,241EXHIBIT 98.5%7.6%7.5%7.3%7.2%7.1%7.1%7.0%6.9%County C or DMultiple indications sufferers 18–28 Female household gatekeepersMales 18–28 headacheFemales 18–28Males 18–28Chronic sufferersPop. aged 29 and overFemales menstrual 18–288.3%6.7%6.5%6.2%4.9%4.7%4.6%4.3%3.8%County C or DPop. aged 29 and overChronic sufferersFemale household gatekeepersMales 18–28 headacheMales 18–28Multiple indicati

ons sufferersFemales 18–28Females m
ons sufferersFemales 18–28Females menstrual 18–28Pillolaquality reserveUsagePL BUMONon-PillolaBUMOOther PillolaBUMOPillolaLQBUMOOther BUMO, but PillolausageShare of requirementPenetrationRetention11.1%11%10.3%10.3%10.2%9.7%9.4%9.4%8.5%Males 18–28 headacheMales 18–28Females menstrual 18–28Multiple indications sufferers 18–28Females 18–28County C or DPop. aged 29 and overChronic sufferersFemale household gatekeepersExhibit 9Leverage-point analysis by segmentSelective examplesSource: Market research, n=5,241, 2002; V

anguard dynamic analysisEXHIBIT 100%5%
anguard dynamic analysisEXHIBIT 100%5%10%15%20%25%30%18-1920-2122-2324-2526-2728-2930-3132-3334-3536-3738-3940-4142-4344-4546-4748-4950-5152-5354-5556-5758-5960-6162-6364-6566-6768-6970-71Exhibit 10Volume share for private-label and Pillola within the same compound Adult males, 1999–2002PL -trendPillola-trend0%5%10%15%20%25%30%18-1920-2122-2324-2526-2728-2930-3132-3334-3536-3738-3940-4142-4344-4546-4748-4950-5152-5354-5556-5758-5960-6162-6364-6566-6768-6970-71AgeSource: Syndicated 2000–2002 averages polynomial trend; Vanguard analysis