97% Satisfaction 80% Share 100% Surface Safe

Transcription

1 97% Satisfaction 80% Share 100% Surface Safe

2 The Undisputed Category Leader! The Complete Tough Task Family Source: Homax July 2010 Proprietary Brand Research Study

3 Tough Task Removers/Solvents Spectrum of Surface Safety Surface Safe Removers Hot Solvents Consumers want products that will remove paint drips, adhesive, stickers and crayon without damaging the surface below

4 Martha Stewart Show, HouseSmarts & Yahoo.com Grow with the Goo Gone Momentum

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8 Consumption Growth

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10 Grease Cutting Challenge: Top Performance Goo Gone Kitchen Grease vs. 409, and Fantastik Kitchen Grease removes in less than half the time with no scrubbing! K67 GG GG GG 1 - Goo Gone dwell time 5 min and Fantastik soak 10 min. 3 - Water flush to avoid bias of scrubbing. Removal test: fresh baked-on beef grease GG GG Fantastik Fantastik Fantastik Test: Beef Grease Cooked Until Hardened on Stainless Steel. October, 2011.

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12 Specialty Cleaning: Grout vs. Tile Tile is usually a smooth surface with a haze like residue which can be cleaned with surfactant based cleaners Acidic ph is not needed, but tile cleaning formulators do have to consider streaking issues Grout is a porous surface that requires penetration of chemicals to lift stains from the pores Normally the stains will be calcium related - acidic ph works well A Specialty Cleaner is required - Store Managers tell us Grout Cleaner is a Frequent Customer Request - Strong Performance in Current Distribution

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14 Goo Gone Oven & Grill Comparative Testing

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16 Coffee Maker Cleaner Opportunity Market Trend New single-serve coffee maker is fast growing category 1. Convenience easy to make coffee, easy cleanup 2. Customization - cup selected to flavor preference Single Serve is expanding the market, not just replacing traditional automatic-drip machines. Not yet a majority share of coffee plan-o-grams at retail, but growing Problem More expensive = more desire to preserve Single-serve machines clog often, need to clean Scale buildup occurs in all coffee makers, impacts taste Manufacturer Solution Appliance manufacturers recommend cleaning monthly with vinegar, a much less effective remover that smells

17 Leading Performance in the Industry Goo Gone Is the Top Performer! Test: soak a copper pipe covered in scale for 30 minutes and evaluate scale removal Goo Gone Coffee Maker Cleaner shows good scale removal for a great price! Brew Rite Coffee Maker Cleaner, according to package directions. Household distilled white vinegar in place of the coffee maker cleaner (per instructions) shows slight to no removal. Note: Vinegar leaves behind bad taste, odor.

18 NEW Goo Gone Coffee Maker Cleaner Removes Hard water deposits, scale, and build up that forms in all coffee makers to restore coffee taste and preserve appliances! Capitalize on Single-Cup Coffee Maker trend, while delivering one sku that cleans all coffee makers -- leveraging on total market size! 16 oz size provides 4+ cleaning cycles, 8 oz cleans 2+ times Recommend cleaning monthly Superior strength and performance vs. vinegar

19 Goo Gone Small Size Solutions Proposed Program When a Little is all you Need! Opportunity: Provide Easy Solutions for Key Tough Tasks: Create Goo Gone brand billboard to help consumers find the brand they trust One product is safe for a variety of surfaces carpet, upholstery, laundry, walls, floors, plastic, and more! Solution: Remove spills and spots easily and quickly: Wine Remover Merchandising On-shelf 6-pack PDQ displays (2 per case) Clip strips to grow trial and impulse Source: 2011 Proprietary Research, primary cleaning shoppers. n=517 N = 517 Consumers, those who are decision makers for buying tough task removers. July, 2010 Homax Market Research Study.

20 Goo Gone Paint Clean Up Surface safe paint clean-up Clean up paint spills faster without harming surface # 1 recognized brand in the Specialty Remover category Paint Clean up was the #1 concern when asked what Pros need on the job Equal or better performance than most hot solvents, without harming the surface Targets wet and dried latex, acrylic, enamel paint, waterbased varnish, etc. spills and spatter without harming the substrate below Biodegradable ingredients, citrus scent, low VOC

21 Goo Gone Caulk Remover Formulated to penetrate and break the bond between the adhesive and the surface without harming the surface below Removes Silicone, Acrylic Latex Caulk, Expansion Foam Sealants, Poly Urethane Glues, Construction Adhesives & more Water-Based, Biodegradable Ingredients, No Harsh Solvent or Odors, Low VOC Works on all Surfaces Safely Wood trim, baseboards, wood flooring, all natural stone & tile, fiberglass, fabric, carpet, ceramic & porcelain tiles, glass, sheet metal, most plastics, tools, vinyl, and more! Best performance allows for SKU consolidation and shopper selection simplification

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26 Goo Gone Automotive GEL, 24 oz o o o o o o In a convenient drip free spray gel, Goo Gone Pro Power eliminates the toughest sticky, gummy, greasy gooey problems. Enhanced Goo Gone Automotive formula removes break dust, silicone, grease & tar, tape, tape residue, varnish, wax, glue. Spray gel clings to the stain and penetrates the problem better for faster removal. Goo Gone Automotive can be used on painted surfaces, carpeting, upholstery, plastics and much more. Great for engine compartments, break dust, tire side walls, and more! Use inside and outside Fresh Citrus scent