060198 Ver 1 Indoor ppt Indoor 1 060198

06/01/98 Ver. 1 Indoor. ppt Indoor 1

06/01/98 Ver. 1 Why Indoor Insect? Indoor Insecticides strong force in all classes of trade Indoor Insecticides account for 56% of total Insecticide sales Grocery 130 MM 22% Outdoor Insect 41 % 435 MM Ind/Other Indoor Insect 160 MM 27% 59 % 615 MM Mass Merch Home Centers 197 MM 33% 104 MM 18% Total Indoor Insecticides grew 3% in 1997 driven by Home Center growth Three companies account for 61% of total Indoor Insecticide sales All others +17% 39% United Industries 22% -2% +2% SC Johnson 25% Indoor Source: Program year IRI and TRIAD Oct 96 to Sept 97, Kline 95 2 Monsanto 14%

06/01/98 Ver. 1 Why Ortho Indoor Insect? All Outlet Insecticides $ Ring Among All Shopping Occasions % in MM $26. 75 Ortho $25. 91 Raid $26. 01 Combat Among indoor insecticide buyers, Ortho buyers have the highest basket ring across all shopping occasions. Indoor 3

06/01/98 Ver. 1 Why Ortho Home Defense? ²Best selling RTU insecticide with 38% market share ²Leapfrogs the competition with 16 week residual control ²Outturns the competition by 32% ²Expanded label includes: °Odor Free °Pantry Pests Source: AC Nielsen Consumer Panel Data 9/29/96 - 9/27/97 & Insecticide/Pesticide Total U. S. Purchase Pattern Analysis Indoor 4

06/01/98 Ver. 1 Home Defense Ideal for Displays ²When on display, Home Defense out performs all other brands: Indoor Source: IRI Store Data, 48 weeks ending 12/07/97 5

06/01/98 Ver. 1 Ortho Investments To Drive Account’s X $ ²Home Defense Trade Support Elements $ 7 pop-up display 48/24 oz. (Q 2) $35 full pallet Moen 128/1 gal. (Q 3) $35 full pallet Pull ‘N Spray 96/5 liter Home Defense generates 86% volume lift when on display Indoor 6

06/01/98 Ver. 1 Home Defense 24 oz. RTU ² Excellent growth and margin enhancement opportunity ² 20 to 24 oz. sizes represent 13. 8% of segment with a growth rate of 45. 5% (vs. ‘ 96) ² Ideal for Mass Merch, Co-op, Grocery, and Military ² NEW 24 oz OFFERING for 1999 - 48 ct Pop-up display Expanding 24 oz distribution to equal Private Label 24 oz(18% ACV) provides opportunity for retailers to increase sales by $6 m. Indoor Source: IRI Store Data, 48 weeks ending 12/07/97 7

06/01/98 Ver. 1 Home Defense Consumer Benefits ²Creates barrier to keep bugs out ²Fast Action ² 4 month residual effect (3 mos. for Bug Stop & 2 mos. for Real Kill) ²Odor free ²Non-staining formula ²Use sites includes pantry ²Easiest to use sprayer system (nested sprayer) ²More bugs on label than any other (33) ²High impact graphics with easier to read label 8 Indoor

06/01/98 Ver. 1 Home Defense vs. the Competition German Cockroach Control Indoor Source of Data: Moorestown, NJ - 96481115 9

06/01/98 Ver. 1 Home Defense Innovations ²For 1999 Home Defense will offer as an “in-and-out” item the new 5 liter Pull ‘N Spray no pump pressure sprayer. ²Excellent profit potential: 38% higher ring ²Solaris exclusive (patented technology) ²No more hand fatigue for consumers °One pull equals 90 pumps of trigger spray Indoor 10

06/01/98 Ver. 1 Home Defense 1999 Promotions ² Objective: maximize off-shelf displays in order to drive significant volume growth. ² Rationale: 86% sales lift ($) when the product is on display. ² Home Defense DRUs: ° 48 ct. pop-up 24 oz. RTU ° 128 ct. 1 gal. RTU full pallet Moen ° 96 ct. 5 liter Pull ‘N Spray full pallet ² Home Defense display allowances: ° $ 7 pop-up display 48/24 oz. ° $35 full pallet Moen 128/1 gal. ° $35 full pallet Pull ‘N Spray 96/5 liter ² Why Bifenthrin in Ortho’s Home Defense ? ° Newest “pyrethroid” chemistry to enter Lawn & Garden market. ° Superior Residual ° Quick kill on a broad spectrum of insects and mites ° Exempt from EPA concerns around use of “organo-phosphates. ” ° Capable of being formulated into water based and granule formulations. Indoor 11

06/01/98 Ver. 1 Home Defense 1999 Advertising ²Support barrier positioning and residual control Regional radio support to increase brand awareness (Markets TBD) ²Regional Billboard campaign in select markets (markets TBD) ²Advertising Periods: °Mid Drive Period: Frost 5/1 - 6/15, Sunbelt 4/1 - 6/15 °Late Drive Period: 6/15 - 9/30 Indoor 12

06/01/98 Ver. 1 1999 Ortho Advertising Keep All Eyes on the Ortho Brand ! ² 12 MM in Ortho Advertising Spending ² Delivering over 1 Billion Targeted Consumer Impressions ² Early & Late Season Support ² Focused on Key Ortho segments Indoor 13 ² Key Segments: ° Weed B Gon ° Rose. Pride ° Bug B Gon ° Lock ‘N Spray ° Home. Defense ° Fire Ant Killer ° Grub B Gon ° Azalea Care