• Consumer Usage by Type
• Children's Tylenol Cold - the Most Preferred Brand
• Brand Preference by Demographics

• Liquid Versus Chewable
• Brand Loyalty for Children’s Fever/Pain Relief Products Across Demographics
• Children's Tylenol - Highest Usage
• Brand Preference by Demographics
• Frequency of Usage

• First Aid Ointment/Antiseptic Brands
• Brand Preference by Demographics
  • Middle Age Group - Significant Users of Store Brands Antibiotics
  • Lower Income Group - Higher Preference for Store Brand Bandages
  • Brands for Anti-Itch
• Adhesive Bandages

• Band-Aid - the Leading Brand Among Kids
• Frequency of Usage

CHAPTER V: MARKETING DYNAMICS

• Advertising and Promotion
  • Johnson & Johnson Dominates Ad Spend
  • Tylenol Scholarship 2005
  • Price Discounts
  • The Cartoon Character Licensing Rage
• Drug Distribution & Retailing Overview
  • Drug Store Chains
  • e-Pharmacies
• Retail Trends
  • The Triaminic Clinic
  • Store Clinics
  • Drug Chains Aid Consumers
  • Drug Stores Outpace Overall Market
• New Product Introductions
  • Quick Relief Products Sought the Most
  • Natural Products take Center Stage
  • Allergy-Free Products
  • Flavor Trends
• InnovationCHAPTER VI: COMPANY PROFILES
  • Procter and Gamble
    • Overview
    • OTC Pediatric Medication Product Line
    • Improved Distribution Strategy
  • Johnson & Johnson
    • Overview
    • OTC Pediatric Medication Product Line
    • Innovation: The Key Growth Driver
    • Mint-flavored Cough-Cold Liquids
    • Mobile Marketing Tour
    • Children's Motrin Grape Chewables Alert
    • New Children's Tylenol Dye-Free
    • New Children’s Motrin
    • Jr. Tylenol Meltaways Stage 4 Fever Tablets
  • Novartis AG
    • Overview.
    • Innovation: Backbone of the company’s growth
  • Pfizer Inc
    • Overview
    • OTC Pediatric Medication Product Line
    • Pfizer’s Growth and Development Strategy
    • Pfizer’s Approval for New Chewable Formulation Of Zyrtec
    • New Products
      • PediaCare Gentle Vapors
      • Children's Pedia Care Medicated Freezer Pops
      • Children's Benadryl-D Allergy and Sinus Liquid
      • Infants' PediaCare Cough Suppressant Oral Drops
  • Wyeth
    • Overview
    • OTC Pediatric Medication Product Line
    • Expansion: The Driving Factor
    • FDA approves Children’s Advil Allergy Sinus for Over the Counter Use
  • Prestige Brands Holding, Inc
    • Overview
    • OTC Pediatric Medication Product Line
    • Future Growth Opportunity
  • Rohto Pharmaceutical Company Ltd
    • Overview
    • OTC Pediatric Medication Product Line
  • 3M Company
    • Overview
    • Nexcare: Unique Marketing Strategy
  • Beiersdorf AG
    • Overview
    • Curad
    • OTC Pediatric Medication Product Line
    • Beiersdorf's Plasters top the global market
    • New Product Introductions
    • Curad Shrek Sterile Assorted Bandages
    • Curad Silver Bandage
    • Curad Scar Therapy Clear Pads.
  • Bristol-Myers Squibb Company
    • Overview
    • Renewed Strategy - Focus on Prescription Drugs
  • Taro Pharmaceuticals Industries Ltd.
    • Overview.
    • R&D
    • OTC Pediatric Medication Product Line
    • New Product Introduction
    • Children's ElixSure IB NonSpil Ibuprofen Oral Suspension Syrup
    • Taro Children's Allergy Relief Fruit Flavored Syrup
    • Taro will Manufacture and Supply Elixsure Products to Alterna
  • Schering-Plough Corporation
    • Overview
    • OTC Pediatric Medication Product Line
    • FDA Approves Children’s Claritin

APPENDIX: COMPANY DIRECTORY LIST OF EXHIBITS CHAPTER I: EXECUTIVE SUMMARY

• Table 1-1: Retail Sales of U.S. OTC Pediatric Medication Categories, 2000-2005
• Table 1-2: Retail Sales Projections of U.S. OTC Pediatric Medications 2005-2010

• Table 2-1: Common OTC Pediatric Cough, Cold, Allergy and Sinus Medications
• Table 2-2: Selected Combination Products
• Figure 2-1: Process for the study of On-Patent Drugs
• Figure 2-2: FDA On-Patent Drug Exclusivity Process
• Figure 2-3: Process for the Study of Off-Patent Drugs
• Figure 2-4: FDA/NIH Off-Patent Drug Process
• Table 2-3: Pediatric Exclusivity Labeling Changes as of November 23, 2005
• Figure 2-5: Retail Sales of U.S. OTC Pediatric Medications, 2000-2005
• Table 2-4: IRI-Tracked Retail Sales of U.S. OTC Pediatric Medication Categories, 2000-2005
• Table 2-5: U.S. OTC Pediatric Medication Category Shares 2000-2005
• Table 2-6: IRI-Tracked Retail Sales of Other U.S. OTC Pediatric Medication Categories, 2000-2005
• Figure 2-6: U.S. Physician Visits by Specialty, 2002, (%)
• Table 2-7: U.S. Physician Visit Rates by Select Physician Practice Characteristics, 2002
• Figure 2-7: U.S. Population Not Visiting Physicians1 by Select Age Groups, 1997-2003 (%)
• Figure 2-8: U.S. Population making One to Three Physician1 Visits Annually, by Select Age Groups, 1997-2003 (%)
• Figure 2-9: U.S. Population Making Four to Nine Physician1 Visits Annually, by Select Age Groups, 1997-2003 (%)
• Figure 2-10: U.S. Population Making Ten or More Physician1 Visits Annually, by Select Age Groups, 1997-2003 (%)
• Table 2-8: U.S. Drug Therapeutic Class Recorded During Physician Visits for Persons Less than 18 Years of Age 95-96 versus 02-03
• Figure 2-1: U.S. Physician Visits by Age and Gender, 2002.
• Figure 2-12: U.S. Physician Visits by Age and Select Ethnicities, 2002
• Table 2-9: U.S. Pediatric Cough/Cold Medication Preference by Type, 2005
• Table 2-10: U.S. Select OTC Pediatric Drug Approvals, 1992-2004
• Figure 2-13: National Health Expenditure, 1993-2003 (in US$ per capita and as % of GDP)
• Table 2-11: National Health Expenditure, 2000-2003 (in billion $)
• Table 2-12: Projected U.S. Health Expenditure and Per Capita Income, 2004-2010
• Table 2-13: Uninsured Population by Age Group, 2003
• Table 2-14: Population Spending Out-of-Pocket on Prescription Healthcare 1996-2002
• Table 2-15: Population Covered by Private Insurance1 for Healthcare 1996-2002
• Table 2-16: Population Spending Out-of-Pocket on Healthcare, 1998-2002
• Table 2-17: Population Aged Less than 6 Years Spending Out-of-Pocket on Healthcare, 1998-2002, (%)
• Table 2-18: Population Aged 6 to 17 Years Spending Out-of-Pocket on Healthcare, 1998-2002, (%)
• Table 2-19: U.S. Consumer Price Index (CPI) for Medical Care Components, 2000-2004
• Table 2-20: U.S. Younger Population Projections by Age Group (Under 5, 5 to 9, 10 to 14) 2000-2030 (in millions)
• Table 2-21: Birth Rate and Women Age Group 2002-2003
• Table 2-22: U.S. Physically Active Younger Population, Grades 9-12, 1999-2003
• Table 2-23: U.S. Prevalence of Child Obesity, Age 6-11 years *, 1988-1994, 1999-2002 (%)
• Figure 2-14: U.S. Prevalence of Pertussis, 1994-2003
• Table 2-24: U.S. Generic Drug versus Branded Drug Performance
• Table 2-25: U.S. Top Five Generic Drug Marketers 2004, (in million $)
• Figure 2-15: Retail Sales Projections of U.S. OTC Pediatric Medications 2005-2010
• Table 2-26: Retail Sales Projections of U.S. OTC Pediatric Medication Categories (Analgesics; Cold, Sinus, Allergy; Cough Syrups/Drops; First Aid; Other) 2005-2010

CHAPTER III: THE MARKETERS

• Table 3-1: IRI-Tracked Retail Sales for Leading OTC Pediatric Cough/Cold/Allergy/Sinus Marketers 2000-2005
• Table 3-2: IRI-Tracked Retail Sales for Leading OTC Pediatric Cold/Allergy/ Sinus Liquid Brands 2000-2005
• Table 3-3: IRI-Tracked Retail Sales for Select OTC Pediatric Cold/Allergy/Sinus Tablet Brands 2000-2005
• Table 3-4: IRI-Tracked Retail Sales for Select OTC Pediatric Cough Syrup Brands, 2000-2005
• Table 3-5: IRI-Tracked Retail Sales for Select OTC Pediatric Cough Drops Brands, 2000-2005:
• Table 3-6: Unit Sales for Select OTC Pediatric Cold/Allergy/Sinus Brands 2004-200596
• Table 3-7: Average Price per Unit for Select OTC Pediatric Cold/Allergy/ Sinus Brands, 2004-2005
• Table 3-8: IRI-Tracked Retail Sales for Select OTC Pediatric First Aid Product Marketers, 2000-2005
• Table 3-9: IRI-Tracked Retail Sales for Select OTC Pediatric First Aid Brands, 2000-2005
• Table 3-10: Unit Sales for Select OTC Pediatric First Aid Brands, 2004-2005
• Table 3-11: Average Price per Units for Select OTC Pediatric First Aid Brands, 2004-2005
• Table 3-12: IRI-Tracked Retail Sales for Select OTC Pediatric Internal Analgesic Product Marketer/Brands, 2000-2005
• Table 3-13: Unit Sales for Select OTC Pediatric Internal Analgesic Product Brands, 2004-2005
• Table 3-14: Average Price per Unit For Select OTC Pediatric Internal Analgesic Product Brands, 2004-2005
• Table 3-15: IRI-Tracked Retail Sales for Select OTC Pediatric Chest Rub Products Marketer, 2000-2005
• Table 3-16: IRI-Tracked Retail Sales for Select OTC Pediatric Chest Rubs Product Brands, 2000-2005
• Table 3-17: Unit Sales for Select OTC Pediatric Chest Rubs Product Brands, 2004-2005
• Table 3-18: Average Price per Unit for Select OTC Pediatric Chest Rub Product Brands, 2004-2005
• Table 3-19: IRI-Tracked Retail Sales for Select Nasal Aspirator Marketers, 2000-2005
• Table 3-20: IRI-Tracked Retail Sales for Select Nasal Aspirator Brands, 2000-2005
• Table 3-21: IRI-Tracked Retail Sales for Select Nasal Spray/Drops/Inhaler Marketers, 2000-2005
• Table 3-22: IRI-Tracked Retail Sales for Select Nasal Spray/Drops/Inhaler Brands, 2000-2005
• Table 3-23: Unit Sales for Select OTC Pediatric Nasal Product Brands, 2004-2005
• Table 3-24: Average Price per Unit for Select OTC Pediatric Nasal Product Brands, 2004-2005
• Table 3-25: IRI-Tracked Retail Sales for Select OTC Pediatric Bedwetting Remedies Product Marketers, 2000-2005
• Table 3-26: IRI-Tracked Retail Sales for Select OTC Pediatric Bedwetting Remedies Product Brands, 2000-2005
• Table 3-27: Unit Sales for Select OTC Pediatric Bedwetting Remedies Product Brands, 2004-2005
• Table 3-28: Average Price per Unit for Select OTC Pediatric Bedwetting Remedies Product Brands, 2004-2005

CHAPTER IV: THE CONSUMER

• Table 4-1: Adult Demographic Profile of Children’s Cough/Cold (Non- Prescription) Product Users, May 2004 - May 2005
• Figure 4-1: Percentage of Children’s Cough/Cold (Non-Prescription) Product Users, by Type, May 2004 - May 2005
• Table 4-2: Adult Demographic Profile of Children’s Cough/Cold (Non- Prescription) Product Users, by Type, May 2004 - May 2005
• Table 4-3: Adult Demographic Profile of Children’s Cough/Cold (Non- Prescription) Product Users, by Sole and Primary Type, May 2004 - May 2005
• Figure 4-2: Percentage of Children’s Cough/Cold (Non-Prescription) Product Users, by Brand, May 2004 - May 2005
• Table 4-4: Adult Demographic Profile of Children’s Cough/Cold (Non- Prescription) Product Users, by Brands: Children’s Tylenol, Robitussin Pediatric and Dimetapp, May 2004 - May 2005
• Table 4-5: Adult Demographic Profile of Children’s Cough/Cold (Non-Prescription) Product Users, by Brands: Children’s Benadryl, Pediacare and Children’s Vicks Nyquil, May 2004 - May 2005
• Table 4-6: Adult Demographic Profile of Children’s Fever/Pain Relief (Non- Prescription) Product Users, May 2004 - May 2005
• Figure 4-3: Percentage of Children’s Fever/Pain Relief (Non-Prescription) Product Users, by Type, May 2004 - May 2005
• Table 4-7: Adult Demographic Profile of Children’s Fever/Pain Relief (Non- Prescription) Product Users, by Type, May 2004 - May 2005
• Table 4-8: Adult Demographic Profile of Children’s Fever/Pain Relief (Non- Prescription) Product, Sole and Primary Brand Users, May 2004 - May 2005.
• Figure 4-4: Percentage of Children’s Fever/Pain Relief (Non-Prescription) Product Users, by Brand, May 2004 - May 2005
• Table 4-9: Adult Demographic Profile of Children’s Cough/Cold (Non-Prescription) Product Users, by Brands: Children's Tylenol, Children's Motrin and Children's Advil, May 2004 - May 2005
• Figure 4-5: Percentage of Children’s Cough/Cold (Non-Prescription) Product Users, by Frequency of Use, May 2004 - May 2005
• Table 4-10: Adult Demographic Profile of Children’s Cough/Cold (Non-Prescription) Product Users, by Frequency of Use, May 2004 - May 2005
• Figure 4-6: Percentage of First Aid Ointment/Antiseptic (Non-Prescription) Users, by Brand, May 2004 - May 2005
• Table 4-11: Adult Demographic Profile of First Aid Ointment/Antiseptic (Non-Prescription) Users, by Brands: Band-Aid, Neosporin and Curad, May 2004 - May 2005
• Table 4-12: Adult Demographic Profile of First Aid Antibiotic/Bandage (Non-Prescription) Store Brand Users, May 2004 - May 2005
• Figure 4-7: Percentage of Anti-Itch (Non-Prescription) Product Users, by Brand, May 2004 - May 2005
• Table 4-13: Adult Demographic Profile of Anti-Itch (Non-Prescription) Product Users, by Brands: Cortizone, Cortaid, Caladryl, Lanacane and Aveeno, May 2004 - May 2005.
• Table 4-14: Adult Demographic Profile of Adhesive Bandage Users, May 2004 - May 2005
• Figure 4-8: Percentage of Adhesive Bandage Users, by Brands, May 2004 - May 2005
• Table 4-15: Demographic Profile of Adhesive Bandage Users (Kids aged 6-11), by Brands: Band-Aid, Curad Kid Size Happy Strips, and Disney Characters, May 2004 - May 2005
• Table 4-16: Demographic Profile of Adhesive Bandage Users (Kids aged 6-11), by Brands: Looney Toons, Pokemon, Sesame Street and Store Brand, May 2004 - May 2005
• Figure 4-9: Percentage of Adhesive Bandage Users, by Frequency of Use, May 2004 - May 2005
• Table 4-17: Kids Demographic Profile of Adhesive Bandage Users, by Frequency of Use, May 2004 - May 2005

CHAPTER V: MARKETING DYNAMICS

• Table 5-1: U.S. Select OTC Pediatric Medication Marketers by Ad Spend, 2005
• Table 5-2: Top Ten U.S. OTC Pediatric Medication Brands by Ad Spend, 2005
• Table 5-3: U.S. Select Pediatric Medication Introductions Promoted with FSIs, 2004-2005.
• Figure 5-1: U.S. First Aid Accessory Sales through Drug Stores, 2003-2004 (in million $)
• Figure 5-2: U.S. First Aid Accessory Sales Through Drug Stores, 2003-2004 (in million units)
• Table 5-4: Top U.S. First Aid Accessory Brands in Drug Stores, Sales and Share, 2004
• Figure 5-3: U.S. Cold/Allergy/Sinus Liquid/Powder Sales through Drug Stores, 2003-2004
• Figure 5-4: U.S. Cold/Allergy/Sinus Liquid/Powder Sales through Drug Stores, 2003-2004 (in million units)
• Table 5-5: Top U.S. Cold/Allergy/Sinus Liquid/Powder Brands in Drug Stores, Sales and Share, 2004
• Figure 5-5: U.S. Cough Syrup Sales through Drug Stores, 2003-2004
• Figure 5-6: U.S. Cough Syrup Sales through Drug Stores, 2003-2004 (in million units)
• Table 5-6: Top U.S. Cough Syrup Brands in Drug Stores, Sales and Share, 2004
• Table 5-7: U.S. Pediatric Medication Categories by Number of SKUs Launched, 2004-2005:
• Table 5-8: Top Ten U.S. Pediatric Medication Marketers by Number of SKUs Launched, 2004-2005
• Table 5-9: Top Ten U.S. Pediatric Medication Brands by Number of SKUs Launched, 2004-2005
• Table 5-10: U.S. Top Ten Pediatric Medication Package Tags by Number of Brands, 2004-2005
• Table 5-11: U.S. Pediatric Cough and Cold Medication Introductions Tagged ‘Quick’, 2004-2005
• Table 5-12: U.S. Pediatric First Aid Product Introductions Tagged ‘Quick’, 2004-2005
• Table 5-13: U.S. Pediatric Analgesic Introductions Tagged ‘Quick’, 2004-2005
• Table 5-14: U.S. Pediatric Medication Introductions Tagged ‘Instant’, 2004-2005
• Table 5-15: U.S. Pediatric Cough and Cold Medication Introductions Tagged ‘Natural’*, 2004-2005
• Table 5-16: U.S. Pediatric First Aid Product Introductions Tagged ‘Natural’*, 2004-2005
• Table 5-17: U.S. Pediatric Analgesic Introductions Tagged ‘Natural’*, 2004-2005
• Table 5-18: U.S. Pediatric Medication Introductions Tagged ‘No Allergy’, 2004-2005
• Table 5-19: U.S. Pediatric Medication Introductions Tagged ‘No Sugar’, 2004-2005
• Table 5-20: Top U.S. Pediatric Medication Introductions by Flavor/ Fragrance, 2004-2005
• Table 5-21: U.S. Grape-Flavored Pediatric Cough and Cold Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-22: U.S. Grape-Flavored Pediatric Analgesic Introductions, Brand and Marketer, 2004-2005
• Table 5-23: U.S. Cherry-Flavored Pediatric Medication Introductions, 2004-2005.184
• Table 5-24: U.S. Orange-Flavored Pediatric Cough and Cold Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-25: U.S. Blended Pediatric Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-26: U.S. Bubblegum-Flavored Pediatric Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-27: U.S. Fruit-Flavored Pediatric Cough and Cold Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-28: U.S. Eucalyptus-Flavored Pediatric Cough and Cold Medication Introductions, Brand and Marketer, 2004-2005
• Table 5-29: U.S. Pediatric Medication Introductions by Innovation, 2004-2005
• Table 5-30: U.S. Pediatric Cough and Cold Medication Description, 2004-2005
• Table 5-31: U.S. Pediatric First Aid Product Description, 2004-2005
• Table 5-32: U.S. Pediatric Analgesic Product Description, 2004-2005.

CHAPTER VI: COMPANY PROFILES

• Table 6-1: P&G’s OTC Pediatric Brand Portfolio
• Table 6-2: Johnson & Johnson OTC Pediatric Brand Portfolio
• Table 6-3: Novartis OTC Pediatric Brand Portfolio.
• Table 6-4: Pfizer Inc.’s OTC Pediatric Brand Portfolio
• Table 6-5: Wyeth’s OTC Pediatric Brand Portfolio
• Table 6-6: Prestige Brands OTC Pediatric Brand Portfolio
• Table 6-7: Mentholatum’s OTC Pediatric Brand Portfolio
• Table 6-8: 3M Company’s OTC Pediatric Brand Portfolio
• Table 6-9: Curad’s OTC Pediatric Brand Portfolio
• Table 6-10: Bristol-Myers Squibb OTC Pediatric Brand Portfolio
• Table 6-11: Taro Pharmaceuticals OTC Pediatric Brand Portfolio
• Table 6-12: Schering-Plough Corporation OTC Pediatric Brand Portfolio.