August 5, 2002
Table of Contents
1. OVERVIEW 1
2. REFOCUS ARCHITECTURE 5
2.1. Grow Revenue 5
2.1.1. Strategy, Roadmap, Portfolio, and Projects 7
2.1.2. Marketing Actions and Barrier Removal 14
2.1.3. NPD Actions and Barrier Removal 19
2.1.4. Leverage Fulfillment and Supply Chain Assets for Growth 26
2.1.5. Integrate Sales Channel Strategies with Product Strategies and Plans 36
2.2. Accelerate Management Culture Change 54
2.2.1. Complete Job Descriptions 57
2.2.2. Review and Update Department Roles and Responsibilities 58
2.2.3. Revise Management Manual 59
2.2.4. Restructure BIT 60
2.2.5. Revise BIT Cockpit Chart 62
2.2.6. Revise Management Incentives 63
2.2.7. Provide Leadership for Achieving Our Mission and Vision 64
2.2.8. Develop Training Curriculum 65
2.3. Internalize Process Management 68
2.3.1. Revise CFT measures (CPC) 69
2.3.2. Restructure CFTs and membership 70
2.3.3. Post CPCs 72
2.3.4. Link performance reviews to process performance and results 72
2.3.5. Publish BIT and CFT minutes 72
2.3.6. Bring S&OP Operational 73
2.3.7. Decision Matrix 74
3. SUMMARY 75
4. APPENDIX 1:180-DAY PLAN 76
5. APPENDIX B: EXAMPLE DECISION MATRIX 79

Figures
Figure 1. HA Growth Rate Percent, Year Over Year 2
Figure 2. High Level HA Business Model 2
Figure 3. HA Product Marketing Strategy 3
Figure 4. Sales History by Core Product 6
Figure 5. Current Marketing Product Calendar 7
Figure 6. Strategic Alignment of New Product Projects 8
Figure 7. Example NPD Pipeline (Example Data Only) 9
Figure 8. Example Portfolio Chart Showing Revenue and Margin 10
Figure 9. Project Status Cockpit Chart (Strawman) 11
Figure 10. Example OPTTMAP for Portfolio of Product Projects 12
Figure 11. Marketing Actions for Months 12-18 (Initial TCT Architecture 10/18/01) 15
Figure 12. Conceptual Product Roadmap 16
Figure 13. Sanitary Napkin Product Roadmap 17
Figure 14. Diaper Product Roadmap 17
Figure 15. Hengan Sales & Marketing Calendar 38
Figure 16. Hengan Sales & Marketing Milestone Chart 39
Figure 17. Projected Revenue Growth 42
Figure 18. Culture Change Comfort Curve 55
Figure 19. Current BIT Cockpit Chart (CPC) 62
Figure 20. The Effect of Barrier Removal 69
Figure 21. Team Organizations 71
Figure 22. 180-Day Plan – First 90 Days 77
Figure 23. 180-Day Plan – Second 90 Days 78
Figure 24. Example Decision Matrix 79

Tables
Table 1. Projected Core Product 12-Month Growth Rate 6
Table 2. Marketing and NPD W3s 13
Table 3. Hengan Feminine Napkin Market Share Analysis by Region 14
Table 4. SCM and Fulfillment W3s 27
Table 5. Regional Sales Performance Comparison 36
Table 6. Sales Promotion Book Summary 41
Table 7. Modern Channel Hypermarkets and Key Accounts 43
Table 8. Hengan Sales for 20 Key Accounts 43
Table 9. Key Account Barriers 45
Table 10. Development of National Product Categories 46
Table 11. Key Account HA Statistics 47
Table 12. B/C Market Barriers 50
Table 13. Sales Process W3s 53
Table 14. Accelerate Management Culture Change W3s 56
Table 15. JD Summary 57
Table 16. Internalization W3s 69