Document wr5Zn5Xdjpq4nz7DrXvy5q3vo

a Johnson a BABY PRODUCTS COMPANY January 28 1977 SUBJECT Market Facts National A Adult Female Cell Revision 1 Mr. C. E. LaRosa NEW BRUNSWICK N. J. This summarizes the adult female segment of the Market Facts National A ~ BACKGROUND .@ A Market Facts National A was and adult males in May 1976 conducted among adult females female teens The objectives of the adult female study were as follows 1 To evaluate usage trends among the adult females - 49 to identify possible business building opportunities i promised Brand's 2 To confirm the functional end benefits ' creative strategy in the adult female 3 To further franchise identify the impact of StS growth on the JOHNSON'S Baby Powder 4 To identify seasonal usage patterns to help build business in the aseasonal periods 5 To evaluate adult female 50+ usage trends to identify a potential business - building opportunity 6 To evaluate toddler usage trends to evaluate its potential as a business building opportunity METHODOLOGY 11,000 direct mail questionnaires were sent out from which 7,563 were returned in the following design a 3,213 adult females b 2,957 males C. 1,393 teens ; RECEIVED RECEIVED RO copy copy SHS2/2/772/2/77 3 FEB FEB 11997777 | JNJ 000221952 @ Market Facts National A Adult Female Cell | January 28 1977 Page Two CONCLUSIONS 1. The JOHNSON'S Baby Powder franchise is developed to a 37 penetration level among adult female shaker top users This usage share suggests an opportunity to further increase Brand development among this segment _ The Brand's high level of conversion among adult females suggests the Brand initiate advertising programs to gain trial among women 18 - 49 The adverse talc publicity of 1975 and 1976 may have changed heavy talcum powder usage patterns as evidenced by a decline in frequency of use for 1976 versus 1973 The major physical attributes of Brand and category users i.e. clean feeling andsmooth skin seem to confirm the end benefits promised in the Brand's current creative strategy The growth of StS for 1976 versus 1973 appears to have negatively the JOHNSON'S Baby Powder franchise This is evidenced by 29 of current StS users previously used JOHNSON'S Baby Powder impacted the Seasonal usage trends seem to indicate increased consumption in the aseasonal months may be a viable business building opportunity for the Brand Peak season JOHNSON'S Baby Powder users continue product usage in the winter months however frequency of use on an index basis declines almost 50 The 50+ demographic seems to represent a viable business building opportunity for the Brand This is supported by a well developed shaker top category and increased JOHNSON'S Baby Powder penetration versus 1973 . The toddler segment may represent a business building opportunity as evidenced by usage declines after infant years two years old . The adult female continues to be the primary JOHNSON'S Baby Powder purchaser which confirms the Brand's support of the adult female strategy This data is consistent with 1973 10. The larger sized products seem to generate increased consumption versus the smaller sizes which supports the Brand's promotional emphasis on the 14 and 24 ounce size This apparently stems from extended family usage and the psy- - chological desire to use more from the larger sized container 11. The JOHNSON'S Baby Powder occasions of use are primarily after and on the chest This is consistent with 1973 data and Brand's visualization of these occasions in copy executions bath or shower supports the eC ee Oe ee a ee JNJ 000221953 Market Facts National A Adult Female Cell January 28 1977 Page Three INDICATED ACTIONS - 1. To test the viability of increased year round media spending behind the adult female 18 - 49 promotional To test and nationally execute advertising and build trial among women 18 - 49 programs to help To develop and test a national campaign to increase use frequency to the once a day or higher level To continue to monitor the agreed to StS price premium and carefully scrutinize to consumer and trade promotions which may infringe on the JOHNSON'S Baby Powder franchise To implement a media spending test against women aged 50+ To investigate the business building potential of spending against the toddler segment _ FINDINGS 1 The talcum powder category has directionally declined in 1976 versus 1973 77 versus 79 powder of all adult females use talcum see Exhibit I Talcum Powder Category Base Total Female Respondents Used Talcum Powder in Past 3 Months 1976 Total % 77 | 1973 Total % .~) 79 Difference '76 vs. '73 ,, . 2 In 1976 85 of all females using talcum powder used a shaker top 1973 I talc which is at parity to see Exhibit Shaker Top Talc Category Base Used Talcum Powder in Past 3 Months Total Shaker Top Shaker Top Only Shaker and Duster 1976 Total % 206 206 206 - ss 1973 Total % 85 34 51 Difference '76 vs. '73 % - 4 - 5 JNJ 000221954 _ Market Facts National A @ Adult Female Cell | Jan 28 1977 - Page Four . e _ 3. The percentage of female shaker top users who use JOHNSON'S Baby Powder most often has increased to 37 versus 35 in 1973 see Exhibit I Use JOHNSON'S Baby Powder Most Often Base Use Shaker Top Talcum Powder In Past 3 Months | 1976 1973 Difference Total 010 37 35 +2 19-25 51 50 2+1 26-34 % 35-49 % 38 35 41 33 +3 +2 _ 50+ _ % 33 30 +3 On an index basis JOHNSON'S Baby Powder Brand development among women aged 1925 1925 is over 50 greater than all other age groups This may be partially attributed to JOHNSON'S Baby Powder usage by mothers of young children Index - JOHNSON'S Baby Powder Brand Development 19 - 25 26 - 34 35 - 49 50+ JOHNSON'S Baby Powder 147 98 Index by usage versus total returns 85 96 . Among those who ever used JOHNSON'S Baby Powder JOHNSON'S Baby Powder most often This level of than that of both Shower to Shower and Avon see 46 are currently using consumer conversion is stronger Exhibit II Brand Conversion 1976 JBP StS Avon 46 27 Category and Brand use frequency of once a day or more imately 4 percentage points versus 1973. A decline is season This decline may be attributed to the adverse Spring 1976 see Exhibit III has declined approxalso evidenced in each talc publicity in Frequency of Usage Once a Day or More| 1976 1973 Diff Category 51 JOHNSON'S Baby Powder 55 55 4 59 4 JNJ 000221955 ' 1 * Market Facts National A . Adult Female Cell A. . January 28 1977 Page Five 7. The four most important product qualities of JOHNSON'S Baby Powder users listed in order of priority are the following See Exhibit IV Importance of Powder Quality ranked 1 A. Absorb moisture you dry B. Making you feel fresh G. Prevent rash and irritation D. Making skin feel smooth The attributes clean were combined in the 1973 survey and ranked 1 When detached for the 1976 study makes you feel clean was not a significant product quality or end benefit The end benefits JOHNSON'S Baby Powder best delivers to current users listed in order of importance are as follows See Exhibit IV Rating of JOHNSON'S Baby Powder- excellent very good A. Makes you feel fresh C. Having a pleasant scent Making your skin feel smooth Absorbing moisture you dry Baby JOHNSON'S JOHNSON'S Powder is rated at parity or higher than all other powders on all end benefits The Shower to Shower franchise has cannibalized a significant percentage 29 of the JOHNSON'S Baby Powder franchise Brand used regularly before Brand now used most often JBP StS ; : . Brand Used Most Often StS 29 JBP 7 , 10. The Shower to Shower franchise reflects the strongest growth within the its shaker top powder category by more than doubling II 1973 share see Exhibit Base Used Shaker Top Talc in Past 3 Months Brand Used Most Often 1976 1973 Diff JBP StS Avon 322 35 - 322 4 322 28 +2 +6 2 JNJ 000221956 ra Market Facts National A . Adult Female Cell 4 January 28 1977 Page Six ' during 11. The percentage of adult females using JOHNSON'S Baby Powder its off season winter has increased to 96 which is only % points less than during the Brand's peak season summer see Exhibit III for details Sprin19g73 DDiiffff Summer 1976 1973 Diff 1976 Fall 1973 Diff Winter 1976 1973 Diff . JBP 98 96 +2 98 99 1 97 94 +3 96 91 +5 12. The sharply skewed seasonal increase in frequent use more than once a day for the summer months is reflected in the 1973 and 1976 surveys On an index basis for 1976 JOHNSON'S Baby Powder use frequency is 47 points higher for the summer . versus winter months see Exhibit VIII Index of Change in Frequency In Use - Once a Day Winter Spring Summer 1976 1973 Diff 1976 1973 Diff 1976 1973 Diff 1976 or More Fall 1973 Diff Total talc powder users JBP users 100 100 A 100 100 A 120 117 +3 119 116 +3 152 145 +7 105 105 - 147 150 3 104 104 - younger The trend for women to have more frequent seasonal JOHNSON'S Baby Powder . and category usage than older women is evidenced in the 1973 1976 surveys . see Exhibit III ' 13. The JOHNSON'S Baby Powder Brand development within the 50+ demographic has . increased versus 1973 Brand Development > Females 50+ Base Total 50+ who - used talcum powder in past 3 months 1976 1973 Difference . 1,359 12/01/10/1 Use shaker top talc 86 - 12/01/10/1 +1 JBP used most often 33 12/01/10/1 +3 Brand will buy next 32 12/01/10/1 +3 time 14. JOHNSON'S Baby Powder usage on children sharply declines after age two and does not begin to stabilize growth until teen years This decline is consistent with all other baby powder brands JNJ 000221957 Market Facts National A Adult Female Cell | January 28 1977 Page Seven Baby Powder Users - Index 2 and under 3 - 5 years 6 - 12 years | JBP 253 168 91 A.O. 86 134 206' Index by usage and age versus total returns 15. The adult female is most likely to purchase JOHNSON'S Baby Powder herself at a level consistent with 1973 see Exhibit II Purchaser 1976 1973 Female 92 92 ' 16. The JOHNSON'S Baby Powder purchase cycle once a month is consistent among the 9 ounce 14 ounce and 24 ounce size for JOHNSON'S Baby Powder and Shower to Shower 8 ounce and 13 ounce This seems to stem from extended family - usage and increased frequency of usage with the larger sized products Purchase Cycle JOHNSON'S Baby oz 14 oz % % Powder 24 oz % Shower to Shower | 8 oz 13 oz % _% Once a month 19 17 17 18 16 > 17. The 1976 study reflected JOHNSON'S Baby Powder users as being more apt to use cologne water than all other powder users This may account for the high percentage of JOHNSON'S Baby Powder users rating its end benefit of having a pleasant scent as excellent good see Finding Base Total Respondents Index of Cologne Users JBP Users A.O. Users 1,699 407 Use perfume Use cologne Use toilet water Use any of above 105 104 121 101 91- 94 90 97 JNJ 000221958 , q . Market Facts National A Adult Female Cell . . m, January 28 1977 Page Eight 18. JOHNSON'S Baby Powder primary usage areas and occasions when used remained consistent with 1973 see Exhibit V . Total Occasions when used _ 1976 1973 Difference 1. After bath 2. After shower 3. When sticky 553 68 553 55 553 42 1 +2 7 Usage areas 1. In bathroom only 85 79 +6 2. In bedroom oe 19 11 +8 19. Specific parts of the body receive more powder usage than does the entire body The chest seems to be the prime area of powder application rather than the underarms as projected in 1973 which may stem from our current advertising campaign which visually communicates chest powder application see Exhibit VI Body Areas of Usage Entire Body Certan Parts Chest Underarms 1976 3288 3288 3288 3288 1973 2078 ' 69 2078 ~ 30 jc attachments CC Mr. N. Berlin Mr. A. Binkley Mr. D. Egensteiner Mr. M. S. Fink Mr. Mr. Ms. Mr. Dr. Mr. Mr. Ms. T. F. Gorman R. Larson J. Levenson A. A. Macleod | J. R. Marshall J. R. Martin R. E. Polansky L. Post Mr. Y. F. Sunyapradit Mr. R. Wann J London Laurent's Lauren E. Tucker JNJ 000221959