About Pink or Blue

Pink or Blue™ Pregnancy Test including Early Gender Detection Kit.

This new pregnancy test product clearly differentiates itself from the other pregnancy tests sold in the retail market and is positioned to move off the shelf quickly. SplitTarget, in collaboration with Consumer Genetics, has created a retail sales strategy for Pink or Blue which will allow the retail chain to generate more revenues and profits from the family planning category by using a trade-up and return-to-store strategy.

The Pink or Blue Pregnancy Test product includes 2 pregnancy tests and all the necessary supplies to collect samples for the gender test.

It is believed that more than 50% of new parents would like to know the sex of the child before the child is born, that is over 2 million women each year!!

The gender testing component of this product involves a 2-step process:

1) Consumer purchases the Pregnancy Test kits off the shelf at a retail price of $24.99.

2) If pregnant, and meet the gender test criteria for gender detection (7-weeks post conception), the participant will have to collect the specimens and send them directly to the DNA laboratory, with discounted Lab Fee of $249.

Consumer Genetics will receive the specimens in their all-female laboratory and results are released in 5 business days.

Pregnancy Testing Market Analysis
The pregnancy test retail market is greater than $300 million per year. The average retail pregnancy test sells for nearly $12.00. There are approximately 20 million pregnancy tests sold each year. Consumer Genetics projects selling 500,000+ pregnancy test kits per year at the retail price of $24.99.

Pink or Blue Pricing and Margins:

This product currently has a ship date of 4-8 weeks after order.

Typical consumers and reason for purchasing:

1) Women who do not know if they are pregnant but would be interested in determining the gender if they were pregnant.
2) Women who found out they were pregnant by purchasing a pregnancy test kit at retail. They recall seeing the gender test kit, so they went back to the store to buy the gender test.
3) Pregnant women who would like to surprise their husbands with the sex of the child.
4) Mothers-to-be who are anxious and cannot wait to find out the sex of their unborn child.
5) Grandparents-to-be who want to find out the sex of the child.
6) Fathers-to-be that cannot wait to find out the sex of the child.

About Consumer Genetics:
Consumer Genetics laboratory employs state of the art equipment used in DNA testing. The lab has recently introduced an Early Gender Test to the US, UK and Japanese markets. Consumer Genetics holds the proprietary IP for this sensitive DNA test, which is currently generating greater than 95% accuracies at determining the gender of an unborn child as early as 7 weeks after conception. This is as early as 4 weeks after the earliest possible result of a positive pregnancy test (website: www.consumergenetics.com).

Downloadable Product Images (PDFs):

Pink or Blue Box (PDF)
Pink or Blue Pregnancy Instructions (PDF)
Pink or Blue Gender Test Instructions (PDF)
Pink or Blue Gender Test Kit Insert (PDF)

In the News:

June 25, 2007:
“Pink or Blue is merely an improvement on existing technologies that have been used to detect fetal gender for over 30 years,” said Dr. Judith Daar, a law and clinical professor and mother of four sons.
June 16, 2007:
Consumer Genetics sponsored the Happy Father’s Day subscription of Phu Nu of California, a Vietnamese Magazine, and entails Paternity testing.
June 6, 2007:
NBC 11 News - Test Shows Baby's Gender At 6 Weeks.
May 21, 2007:
CBS5 News - Dr. Kim Mulvill visited Consumer Genetics’ Lab where Pink or Blue test is processed.
May 7, 2007:
South American radio station, W Radio Colombia, interviewed Lily Nguyen, Product Manager for Consumer Genetics, about the Pink or Blue® the Early Gender Test.
May 5, 2007:
Berner Zeitung Newspaper – Thomas Kohler wrote Consumer Genetics released a revolutionary genetic test, the Pink or Blue® the Early Gender Test, that test for the unborn baby’s gender 6 weeks into pregnancy.
May 4, 2007:
CBS4 News – Dr. Sean Kenniff, reported the Early Gender Test may bring peace of mind to couples who are at high risk of passing genetic disorders to their offspring.
May 4, 2007:
ABC News – Dan Childs reported Consumers Genetics’ view on Gender Selection. Lily Nguyen, Product Manager for Consumer Genetics, stated, “We’re not pro-gender-selection, we want to bring recent genomic discoveries to the hands of consumers.”
May 4, 2007:
BBC News – Reported an early baby sex test, Pink or Blue®, manufactured by Consumer Genetics, is sold over the web in England by the company’s distributor, DNA Worldwide.
May 4, 2007:
Consumer Genetics released a Press Statement for the Early Gender Test.

For more information, or to request a free sample of the kit please call or use the form below. Samples will be shipped immediately.


Contact:
Chris Thomas, Project Manager, [email protected], SplitTarget, Inc.
Toll free: (888) 424-6575 | www.splittarget.com