Lansinoh - Baby Brands Direct

A history of growth and innovation
2007 - Lansinoh is acquired by the Pigeon Group
2011 – with the acquisition of LMD, Lansinoh becomes a breast pump manufacturer
2011 – acquisition of the mOmma and earth friendly baby brands
2012 – 1st ever breast therapy pack with 3-in-1 uses, flexible and fully adjustable to the breast shape
2013 – the first rotary motor pump - revolutionary technology, quieter and more reliable
2013– new honeycomb pad drives further category growth
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh :
mum’s trusted partner from pregnancy through toddlerhood
1st Trimester
NATURAL
FEEDING
2nd Trimester
3rd Trimester
Newborn
Weaning
Toddler
©2013 Lansinoh Laboratories Inc. Strictly Confidential.
TODDLER
FEEDING
PERSONAL
CARE
Fantastic Brand Perception
The biggest dedicated brand in the breastfeeding segment
Recommended by mothers and health professionals alike
Seen as premium quality, safe, proven, trustworthy and natural
Critically well received by the parenting press and online
Viewed as an award winning, authoritative voice on breastfeeding
©2013 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh | Marketing Outline
Trade
Promotion
National Media Campaign
with new creative execution
New pages on web site
and e-mail campaign
direct to consumers
Print
Media
Campaign
Targeted communication
via baby clubs reaching
all new mums (800,000)
Baby Clubs
Online &
CRM
Pump
Marketing
Outline
Attending major baby shows
and health professional exhibitions
Shows &
Exhibitions
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
PR & Social
Media
Hard hitting national
PR & social media activity
Incl Breast Feeding Survey
Targeted
Health professional
Sampling
sampling, cross
& Coupons promotions & coupons
BREAST
CARE
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh HPA® Lanolin Nipple Cream
80% to 95% of breastfeeding women experience some nipple soreness, with 26% progressing
to cracking and extreme nipple pain¹
The most common reason for giving up breastfeeding is sore nipples
Lansinoh HPA® Lanolin provides a moist
wound healing environment, which helps to
soothe and protect sore nipples.
The world’s purest lanolin nipple cream - no
preservatives, chemicals, antioxidants or
other additives
Does not need to be removed before
breastfeeding
100% natural & hypoallergenic
No taste, colour or perfume
The only lanolin to be awarded the British
Allergy Foundation Seal of Approval
Mums also use it for… chapped lips, dry skin
on elbows, heels and knees, minor cuts,
burns and skin abrasions
Source: 1 Huml 1995
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
Manufactured in - Australia
Lansinoh Disposable Nursing Pads ‘ Breast Pads’
Discreet, ultra thin but super-absorbent
Contoured for a natural fit and no-show design
Comfortable, stay-dry honeycomb lining which
draws milk away from the skin
Special polymer to lock milk and prevent leaking
Keeps its shape even with the heaviest flow
2 non slip0adhesive
tapes to keep the pad
in place
Hygienically wrapped
for cleanliness and
convenience
Manufactured in - Thailand
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
Therapearl 3-in-1 Hot or Cold Breast Therapy
Helps treat breastfeeding-related challenges
so mums can breastfeed longer
2 reusable treatment packs with covers which
can be heated in the microwave or cooled in
the freezer
Use cold to help relieve pain and swelling due
to engorgement
Use hot to help relieve engorgement, plugged
ducts, mastitis or encourage let-down
Use hot with a breast pump to encourage letdown and reduce the time spent pumping
Pearl elements ensure packs remain flexible
when hot or cold to perfectly adjust to breast
shape
Packs are latex, lead and BPA free
Soft covers are provided with the packs for
protection and comfort
Manufactured in - China
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh Latch AssistTM
In the early days of breastfeeding,
nipples may be temporarily flattened or
inverted due to engorgement or
swelling, making it difficult for baby to
latch on
Lansinoh Latch AssistTM was designed
to provide gentle suction in order to
draw out the nipple to assist with latchon
Includes small case for hygiene and
portability and 2 cone sizes for a
comfortable fit
Small, convenient, self-controlled and
effective
BPA free
Manufactured in - Japan
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
LANSINOH
BREAST PUMP
PORTFOLIO
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
The New Lansinoh Manual Breast Pump
Key selling points…
•
Let Down & Expression phases for improved
milk flow.
•
Simple and Easy to clean, assemble and to use.
•
Easy Express™ Handle to reduce hand fatigue
•
Includes NaturalWave teat which helps
maintain established breastfeeding patterns
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
The New Lansinoh Single Electric Breast Pump
Key selling points…
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
•
Up to 6 Adjustable Suction settings with +/control buttons (12 settings in total including let
down and expression phases).
•
LED indicator so Mothers know what suction
and phase setting they are on.
•
Only single electric breast pump powered by the
revolutionary rotary motor, which makes it
lightweight, powerful and extremely efficient.
•
Extra comfort silicone cushion
•
Includes NaturalWave teat which helps
maintain established breastfeeding patterns.
New Lansinoh 2in1 Electric Breast Pump
Key selling points…
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
•
2in1 - Use as a single or a double breast pump
•
3 pumping styles that can be tailored to
maximize milk production and comfort.
•
8 suction levels within each expression mode
for ultimate customisation.
•
2 ComfortFit™ Breast Cushion sizes for better
fit and suction
•
Includes NaturalWave teat which helps
maintain established breastfeeding patterns
STORE
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh
Breastmilk Storage Portfolio
Lansinoh Breastmilk Storage Bags
Strong, durable, leak-proof for convenient
and safe storage and freezing of breastmilk
Made from food safe polyethylene
Designed with a double zipper for a secure
seal and with a gusseted bottom to allow
for expansion
Write on tab above the fill area to eliminate
potential risk of puncture and milk
contamination
Handy pour spout allows for easy transfer of
milk
Pre-sterilised and BPA free
Manufactured in - Thailand
©2011 Lansinoh Laboratories Inc. Strictly Confidential.
FEED
BREASTMILK
Helps maintain
established breastfeeding patterns
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
Lansinoh NaturalWave Peristaltic Teat
Encourages baby’s ‘wave-like’ tongue movement for natural oral development
Hole size suits baby’s developmental stage
Available in slow, medium and fast flows to meet baby’s
changing needs.
No more milk than necessary is released through the
opening, allowing baby to control the milk flow for a
comfortable feed at their own pace.
Precise fit for baby’s mouth
The tip of the teat is the perfect
shape and size to fit the cavity at
the top of baby’s mouth, known as
sucking fossa.
Unique gradual design for
natural sucking
The wide base and slim teat top
stimulate the sucking function,
enabling smooth peristaltic
movement.
The unique shape also ensures
easy latch on for more effective
suction and comfortable
feeding.
Soft and flexible
Soft silicone crafted with
double thickness stretches
and flexes for optimal
compression, enabling
natural smooth tongue
movement.
Inner vertical ridges
The vertical lines strengthen
the teat structure, making it
collapse-resistant, while also
allowing for smooth tongue
movement.
Surface reduces stickiness
The fine texturing applied to the silicone surface at the base
of the teat ensures that when latching on teat, baby’s lips
glide smoothly across the surface for effective suction.
©2014 Lansinoh Laboratories Inc. Strictly Confidential.4
AVSTM
Reduces intake of air, a
potential cause of colic
Product…
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
Bottle & Teat Portfolio
160ml
*standard bottle
supplied with
Pumps
240ml
©2014 Lansinoh Laboratories Inc. Strictly Confidential.
Twin pack
3 Teats Available:
Slow flow teats
Medium flow teats
Fast flow teats
Lansinoh RRP Pricing Model
PRODUCT
RRP
HPA Lanolin 40ml
£10.99
Disposable Nursing Pads ( 60 count)
£5.99
Breastmilk Storage Bags ( 25 Count)
£5.49
Latch Assist
£8.99
TheraPearl 3 in 1 Hot or Cold Breast Therapy
£12.99
Single Electric Breast Pump
£99.99
Manual Breast Pump
£30.00
2 in 1 Lansinoh Electric Breast Pump
£149.99
Feeding Bottle 160ml with NaturalWave Teat
£5.99
Feeding Bottle 240ml with NaturalWave Teat
£6.49
Feeding Bottles 2x 240ml with NaturalWave Teat
£11.99
NaturalWave Slow Flow Teats - 2 pcs
£5.49
NaturalWave Medium Flow Teats - 2 pcs
£5.49
NaturalWave Fast Flow - 2 pcs
£5.49
21
February 2015
Our lovely new certified bathtime and skincare products
available in Lavender, Chamomile and Mandarin
variants
Currently stocked
by
mothercare
our lavender
bathtime & skincare range
our chamomile
bathtime & skincare range
our mandarin
bathtime range
our lovely
skincare range
The paper back version of the Flying Bath is planned for launch in
June 2015 which presents a number of opportunities for cross
promotional activity with Earth Friendly Baby in mothercare stores
On-pack offer - Special edition/mini edition
Gift Pack – Free mini edition inside.
Link Save in store
Retailer campaign – Bespoke competition?
Digital Display and Social Campaign
Co. sponsor Julia Donaldson's Flying Bath Show at the Edinburgh Fringe.
Further opportunity to tie-in with Gruffalo.com and future potential link with Julia's new Book;
‘What the Jackdaw saw’.
Marketing mix
Trade
Promotions
PR &
Social
Media
Print
Media
Campaign
‘National Media Campaign with
Mother & Baby Magazine inc.
National sampling campaign’
‘National PR & social
media activity’
CRM
Digital
programme
campaign
‘Comprehensive
Consumer eCRM campaign
Designed to develop a relationship
with mums to increase brand awareness,
influence consideration and drive sales
c.250,000 Mums database’
‘Heavy weight digital & social
campaign Featuring
Julia Donaldson's The Flying Bath
Shows &
Exhibitions
Baby Clubs
Cross
‘Attending major
baby shows and trade
exhibitions including HP’
Promotional
Activity
‘On/In pack
cross promotion
on Lansinoh
Products’
‘Targeted communication via
baby clubs reaching all mums
c.800,000’