Portable Electric Breast pump

1. Portable Electric Breast pump Pigeon Corporation Overseas dept Marketing G Shipping : July 2010

2. Circumstance Increasing 中国のみ混合栄養での数値データ /データピジョン上海統計 Source by UNICEFF Because of melamine matter, breast feeding ratio is getting higher in China as well Breast feeding is becoming trend in the world. In some country, session to promote breast feeding is held every year.

3. Competitor ✓Covering all type of breast pump including manual, electric and hospital use. ✓ Demystifying to lactation consultant, doctor and nurse. ✓ Launching artificial nipple to demystify expressing, storing and nursing. ✓ Electric breast pump share = 24% ✓ Electric breast pump double type share = 74% ✓ Hospital use share = 32% （All number comes from market survey in Lansinoh 2006) ✓Selling not only Europe but also Asian country and Oceania ✓Starting to do promotion activity and doing event in hospital in China. ✓No spec of hospital use but launching electric breast pump with single, double and manual breast pump ✓Starting to developing manual breast pump with diaphragm type for the first time ✓ Launching artificial nipple to demystify expressing, storing and nursing. ✓ Enhancing brand image at store shelf not demystifying to lactation consultant or doctors ✓Famous for manual type, 32% share in USA In terms of brand power and awareness, Medela is No1 brand in this type of breast pump and what we have to do is to approach them by developing better product.

4. Company – Vision to be breast support company Expanding product relating to breast feeding Integrating the image of Pigeon brand at store front Penetrating to customer 2010～ 2009～ Launching breast care item to be “Breastfeeding support company” Target item : Nipple care cream, Breast milk storage bottle, portable electric breast pump and so on. 2008～ Developing BI, VI and VMD to totalize Pigeon’s brand image at store front Launching “ Breastfeeding advisor” website to be known Pigeon as “Breastfeeding support company” http://www.pigeonbaby.info/ba/ 1st step 2nd step 3rd step

5. Company ※TS表より（海外部からの関連会社売り含む） Sales amount yen *From Pigeon Sales data 2000 2005 2008 Sales qty of breastfeeding items are elongated more than 300% comparing 2000. Breastfeeding items are up growth category it is necessary to expand sales more to foster them as a category next to nursing bottle and nipple.

6. Situation in Latin America (16899)

7. Company – renewal of breast pump 2008 high 2010 Silent Electric breast pump Portable Electric breast pump 2006 Diaphragm Manual breast pump faculty 16849 Battery operated breast pump electric manual low We have started to develop breast pump which reflects our research from 2006, In 2010, we have decided to renew “battery operated breast pump” to match consumer’s needs and to enhance brand power as “breast feeding support company”.

8. Consumer – % of possession Market survey in Korea 2009 Market survey in Taiwan 2009 Manual Electric Both Electric & Manual Electric Manual Both Electric & Manual Doesn’t have Doesn’t have n=303 n=303 n=300 0-5mos n=99 0-5mos n=82 Age group Age group 6-11mos n=99 6-11mos n=83 12-23mos n=102 12-23mos N=138 by area by area In overseas market, consumer prefer using electric type to manual type.

9. Consumer Consumer research in Taiwan 2007 • Not to feel pain • Can be used with ease • Seems easy to use • Able to adjust suction power Consumer research in Korea 2008 • Can be used with ease • Not to feel pain • Able to adjust suction power • Electric type Every mother has same consideration when buying electric breast pump as above. NEW electric breast pump need to solve consumer's needs as many as possible.

10. Customer complaint of 16849 * Comment example coming from consumer Consumer report of Singapore and China • Motor does not move appropriately • No suction • Inadequate suction Why this happens? -Because there is no system to prevent backflow. If breast milk goes into “motor part”, function goes down extremely. -Because of AC adaptor If voltage of AC adaptor and motor is not matching, it becomes cause of trouble.

11. Renewal point Function and Specification we required for NEW electric breast pump • Able to use at ease • Not to feel pain • Able to adjust suction power • Looks easy to use • Preventing back flow • AC adaptor is included

12. Our mission and target customer GOAL Sales amount NOW Brand power • 【mission】 • Improving sales amount of “Breastfeeding items” by launching NEW product which can get sales amount and profit properly. • Enhancing brand power and market share by renewing current item which occurs customer’s complaint. 【Target customer】 ＊Consumers who wish to use breast pump at outside For example working place ＊Consumers who are heavy users ＊Consumers who wish to buy electric breast pump cheaper than Silent electric breast pump, Mini electric from MEDELA and ISIS from AVENT

13. Product strategy（Positioning） Possible to customize suction pressure and cycle by oneself Motor is noisy that people around will notice your expression Quiet motor and it is possible to use when you are out or next to a baby Suction rhythm is adjustable Motor of Avent is smaller comparing other competitor but it cannot be produced sucking rhythm by oneself. Medela is too noisy to suck and cannot customize sucking pressure and sucking cycle on your own. Our Portable Electric Breast Pump has much better specification comparing two competitors, AVENT and MEDELA.

14. Product （specification and feature） BPA FREE Advanced sealing air cushion *This sealing air cushion is perfectly fit to your breast. Material is so comfortable and mother does not feel pain Light and silent motor *You can use this product at your office or next to baby with no hesitation Push lever *You can adjust sucking cycle easily with one finger. It is possible to make weak suction and strong suction anytime you want. Cup preventing back flow *Path passing air and milk is completely different. So it never occurs back flow. Suction pressure adjustable dial *You can adjust suction pressure from 1 to 5. It is possible to customize pressure depending on your condition of the day. Less component *This NEW electric breast pump is composed by only 6 parts. Assembling and breaking up is much easier than current battery operated breast pump Wide neck PP bottle *Bottle to be put is wide neck PP bottle. This bottle is BPA free so you can use at peace not to concern environmental hormon.

15. Product – Specification of motor Silent and Light Weight : 200g Silence of motor : same as silent electric breast pump. Suction pressure control dial There is level 1 to 5 (92mmhg ~ 250mmhg). Consumer can adjust suction pressure as they like by using just one finger. Lock lever By using lock lever, push lever can be locked. Unique push lever Consumer can control suction rhythm by this lever. If consumer move their finger with high speed, it can reflect “faster tempo” which is important for starting expression. On the other hand, it is possible to duplicate “ slower tempo” by using a finger with slow.

16. Product – specifictaion of pump body Never Back flow Path which runs through milk and air is completely different. In that case, there is never happens that breast milk goes inside of motor and stops moving. Wide neck base Because of wide base, No need to attach wide-neck adaptor. Also, it is easier to attach milk valve to pump body.

17. Product – package Package size -190×95×150 Package is smaller than Avent, Medela and Pigeon’s other pump. We appeal “ how this product is easy to use and portable” through package.

18. Product – Instruction sheet Size – A3

19. Product – comparison with competitor Our NEW breast pump covers feature both mini-electric from MEDELA and ISIS from AVENT. We can be No1 share in this category.

20. Product strategy（place） Consumer survey in Taiwan Consumer survey in Korea Dept. Store Hyper market Drug Store Baby Specialty Shop Internet Other N/A Dept. Store Super Market Hyper Market Drug Store Pharmacy Baby Specialty Shop Do not purchase Internet Other Age Group Age Group Consumer survey in China • The most important thing is to transmit product information at store • Baby shop • Department store • Drug store Baby Specialty Shop Internet Dept. Store TV Mail order Drug Store Mail order Hospital Super Market We can see that consumers are buying breast pump at baby shop when referring consumer survey. It is important to get product information at store front because there are additional value part such as customizing suction power or suction rhythm.

21. Product strategy（price） 【Assumption of shop price after launching portable electric breast pump 】 AVENT ISISIQUNO Medela is No1 competitor and our mission is deprived share from Medela MedelaMini Electric PIGEONNEW Breast pump We set our shop price between Medela mini electric and current breast pump. By doing so, we propose that we can get both consumer who can not buy product of Medela and do not want to buy local one at the same time. PIGEONcurrent product Localbrand

22. Promotion strategy Purchase of breast pump peaks when baby is 0 month to 3months. We have to do promotion which influence those targeted customer Important customer Buying behavior Maternity period Postnatal period 6-8months 10-12months 0-3months 4-6months We need to give information to the mother who is 10months –12 months maternity and 0-3 months postnatal period. The most important customer is a one who has 0 –3 months old baby.

23. Promotion strategy Media to get information about breast pump internet magazine Store shelf Strong influence when buying breast pump Word of mouth Recommendation from mothers or friends Mother who has 0-3months baby is so busy and there is a little time to go to store shelf. The important thing is to give information how this pump is good and how other people think about this pump before going to store shelf.

24. Promotion strategy – using internet Prepared By distributer 1) Using distributer’s website As a new product, Please upload onto website 2) Word of mouth website • Recruiting monitor • Using portable electric breast pump • Asking them to upload comment onto the word of mouth website

25. Promotion strategy-magazine advertisement Prepared By HQ Mother and baby is smiling ○Mother’s comment after using this pump EX I did not feel any pain at all… I could use this at working time… NEW ○Graph to show mother’s satisfaction EX % mother satisfied with this pump % mother want to recommend to other mother ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×××× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× By adding consumer’s feedback, mother can have good and safety image toward our portable electric breast pump. ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××

26. Promotion strategy-leflet Prepared By HQ Breast pump Information 210mm 105 mm Inside page 1/2 Inside page 2/2 Front page Outside Inside NEW Introduction of other breast feeding item EX Breast care pump, nipple puller, nipple cream, storage bottle and so on Importance of Breast milk ○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○ ○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○ ○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○ As a breastfeeding support company, we introduce not only portable electric breast pump, but also other breast feeding items onto leaflet.

27. Promotion strategy - store shelf Mother and baby is smiling ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×××× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×× Prepared By HQ ○SWING POP Design will be portable electric breast pump This SWING POP becomes attention at store shelf. Please attach them on price rail or next to product sample. Prepared By MPI ○POP at store shelf POP should be handmade or small size of magazine advertisement. 65 pcs of product sample Need to discuss and select suitable retailer.

28. Schedule & Item code Schedule 〇Meeting to approve mass production : End of April　〇Mass production : Early May 〇First shipment : June Item code and description Carton size Country of origin : Japan

29. Q&A Q ： Why suction power is 250mmhg? It seems too weak. A ：Because FDA is mentioning officially that breast pump which suction pressure is more than 250mmhg needs apply document as medial equipment which has tendency to feel irritation and other bad feeling to users. We, Pigeon, wish mothers to use breast pump without stress. So that, we set maximum of suction power to 250mmhg. Ｑ： It does not suck at all, is there any reason why?? Ａ ：First of all, make sure that all parts are set correctly. When milk valve or inner cup are torn, air leaks and suction will be weaker. Also, be careful about milk valve. If the milk vale is pushed too strong to the pump body, suction power becomes weak. Q：How we can make suction? A：All you need to do is using push lever. Attach your finger onto “Push lever” and set in motion. You cannot make suction just by pushing breast pump at your breast and not using your finger. Q: Does suction power change when using AC adapter and battery? A: There is no difference. Q: What can we do when bringing this breast pump out at outside? A: Please use “lock lever”. Push lever cannot move at all when using lock lever.