THE COMPETITIVE INTELLIGENCE WORKSHOP Welcome to the Cooper

THE COMPETITIVE INTELLIGENCE WORKSHOP Welcome to the Cooper. Vision team! Your mission: work with your team members to gather key marketing and sales intelligence about My. Day & Clariti

MEET YOUR TEAM 1. Sebastien (Team Lead/ASD) 2. 3. 4. 5. 6. 7. Valerie Christiane Arif Jim Jacob Bill

LET THE INTELLIGENCE GATHERING BEGIN! ANSWER THE QUESTIONS ON THE FOLLOWING SLIDES

COMPANY INFO QUESTIONS What are My. Day and Clariti best known for? 1) § § Clariti 1 day: Si. Hy lens at hydrogel price My. Day: Ultra Premium 1 day lens, with similar technology as Biofinity. What is the overall reputation of each brand amongst ECPs? 2) § § Clariti 1 day: Poor reputation at first, due to edge design and being uncomfortable. Since Cooper changed the edge design, it is generally well received as comfortable. . . and great alternative to premium lenses. My. Day: Comfortable, slightly less expensive to DT 1.

COMPANY INFO QUESTIONS What is the size of our sales force in Canada ? 3) 17 Sales Reps Nationally / 3 Managers � 7 in Ontario / 4 in Quebec / 6 West § Hiring inside sales force § 6 calls per day = “brick and mortar” § Do we currently receive support from other business units or divisions? 4) § NO

COMPANY INFO QUESTIONS 5) Is there any other pertinent information regarding the status of our sales force? – Do we have a medical team? § – NO Are we growing or shrinking as a division? Division has seen slight growth, sales reps, over past 5 years § Consistent sales growth of approximately 8% over past 3 years §

PRODUCT QUESTIONS What is the current market share for My. Day and Clariti (Dailies market) ? 1) § § Clariti 1 day: 10% My. Day: 5% What are My. Day’s & Clariti’s key features and benefits? 2) § Clariti 1 day: � Features: (somofilcon A) Soft (hydrophilic) Contact Lenses for daily wear single use. 44% somofilcon A and 56% water, benzophenone UV absorbing monomer, DK/t @ 86, unique Wet. Loc™ technology � Benefits: Si. Hy allows more oxygen to pass through to cornea than hydrogel lenses. This is important because it makes the lenses more ‘breathable” for whiter, brighter eyes and a healthier lens-wearing experience. The clariti™ Wet. Loc™ technology creates a naturally hydrated lens for enhanced all-day comfort

PRODUCT QUESTIONS What are My. Day’s & clariti’s key features and benefits? 2) § My. Day: � Features: Stenfilcon A – single use, soft (hydrophilic) contact lens, UV blocker / blue tint, Smart Silicone Chemistry � Benefits: Good DK/t @ 100, soft/comfortable lens with good handling. The smart silicone chemistry = formation of continuous silicane channels throughout the lens, which act as a conduit for oxygen to pass through lens to the cornea. Uses less silicone but still delivers 100% of corneal oxygen needs. Less silicone provides more room in the lens, for water loving hydrophilic materials, which enables a boost of water content. In turn leading to a soft moister lens.

PRODUCT QUESTIONS What is the S. W. O. T. info for My. Day & Clariti? 3) Strengths § – – – Clariti 1 day: Si. Hy lens at hydrogel pricing, comfort, UV blocking. Cost $48 with floor pricing around $45. Suggested annual supply at $555. 00, $69. 34/box. . . with annual rebate of $120. 00 My. Day: Good DK/t, soft, comfortable with ease of handling. Cost $65 for 90 pack with floor pricing around $60 per pack. Lens Banks: No time period to use up bank. $2, 500 - $5, 000 or $10, 000 banks. Allows flexibility to try a certain lens without buying inventories. No shipping fee to ship direct to patients. Returns: up to 100 days to send back for credit Exchanges: With a certain amount of blisters unopened depending on the pack. Weaknesses § – – – Clariti 1 day: Cost vs Proclear / DACP My. Day: Cost Exchanges: Any box sent back for exchange must have 20 months of dating

PRODUCT QUESTIONS § Opportunities Clariti 1 day: Accounts with pushback on dailies price, Moist accounts and DACP upgrade � My. Day: DT 1 / Oasys 1 Day accounts looking for 2 nd option. Handling vs DT 1. Accounts sold on Si. Hy technology but needing best comfort possible. � § Threats � Clariti 1 day: Canabilize Proclear, poor reception for toric, value of rebates, Loyalty programs � My. Day: DT 1 and DT 1 MF. Poor launch of My. Day vs DT 1. Loyalty programs.

PRODUCT QUESTIONS What is key product differentiator for My. Day and Clariti? 4) How are we winning with this product differentiator today? § Clariti 1 day: Provides market with high DK/t lens but not at premium pricing. Fall back to DT 1 / Oasys 1 Day/ My. Day. Priced less than Most, and for hyperops this can be a benefit. – My. Day: Easier to handle due to blue tint and modulus vs DT 1. Helps provide accounts that have patients complaining of DT 1 handling. This is a great second option. – § Fiction (rumors/claims) Clariti 1 day: Same edge design from original lens purchased from Centennial (Sauflon) � My. Day: Not a new technology �

SALES & MARKETING QUESTIONS 1) What tactics are we using to reach patients and ODs ? § Eye Care Prime: A 3 rd party that monitors social media for the account. They will post/tweet for the clinic, and report on current social media usage. The account pays $39 monthly, for a $100 value in service. . . Cooper picks up remaining balance. § Lens Ferry: A pay for use service where patient pays monthly fee for lenses. This program is financed by Cooper, allowing patient to walk away with full year supply of lenses but only paying for them monthly. . . as opposed to lump sum at point of purchase. § School of Optometry: Huge presence and targeting more the students than the school itself

SHARE OF VOICE QUESTIONS What do ODs say about My. Day & Clariti ? 1) § “Why do you have 2 Si. Hy lenses ? ” – Cooper launched My. Day before Centennial launched Clariti, in Australia. Who have we used in the past ? 2) § § § Janice Schmidt, Optician Dr. Mark Eltis, OD Dr. Langis Michaud, OD

ADDITIONNAL INFO • Clariti 1 day: Average retail $75 -$80 for the 90 pack of sphere, ~$70 for 4+ boxes • Key account activity of note: – OSI has a Private Label (Mediflex) and Schedule B pricing (up to 15. 5% discount to the store based on volume) – FYI has a Private Label Fresh day that has been pulled due to licensing issues and will not return. My. Day is priced at $110/box because they don’t want clinics selling it. – QC banners Preferred pricing with NL, G&S, etc – Inventory price every day • Also, for the banks, there isn’t a firm close date, but they target 3 -4 month turnover, with a review to all banks that are 6 months or older and not used up.

LINKS 1) § 2) Clarity https: //youtu. be/Q 63 HZQ_i. KLA My. Day https: //youtu. be/puyyiw. VXfu. Q § https: //youtu. be/Xi. G 2 Yxr. R 5 a. Y §

EXAMPLE OF RETAIL PRICE LIST

EXAMPLE OF ACCOUNT COST PRICE LIST

2017 REBATE PROGRAM

2017 REBATE PROGRAM

2017 REBATE PROGRAM

2017 REBATE PROGRAM