某年度美国外用止痛药市场分析报告.PPT

ReviewoftheTopicalAnalgesicsintheUS美国外用止痛药市场 2007 5 24CarlJaramillo卡尔 MarketOverview MarketOverview一般情况Major Non NaturalProduct OTCBrands主要OTC品牌DirectNaturalProductCompetitors 主要天然产品竞争对手TigerBalmCase EarlyDisappointment LaterSuccess虎牌早期不满意后来较成功的案例CapsasinBrandsCase EarlySuccess LaterDisappointment开普莎早期成功 后期不满意O24Case FailureO24的失败案例ALCiSCaseConclusion结论 MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrandsDirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointmentO24Case FailureALCiSCaseConclusion WhiletheoverallOTCandRXpainmedicationmarketcombinedishuge 镇痛药的处方药与OTC整体市场很大 In2003 theTOTALU SOTCandRXmarketforpainproductswas 12billion 03年120亿美元Bysomemeasures theUSpainmarketaloneislargerthantheentireChinesepharmaceuticalmarketin2003 Source http sec edgar themarketfortopicalOTCisonly 500M 700M外用OTC药5 7亿美元 However salesofOTCtopicalanalgesicsareestimatedtobeonly 500 700millionPrescriptionproducts suchasopioidsand NSAIDs suchasCOX 2inhibitorsconstitutemostofthemarket 口服的解热镇痛药如非甾抗炎药绝对为主ThemarketforCOX 2 salone suchasVioxxandCelebrex exceeds 5 000 000 000 RMB40 000 000 000 仅环氧化酶2抑制剂药50亿美元 Source http sec edgar HoweverthereisanopportunityforOTCproductsasthereputationofCOX 2ssuffers由于环氧化酶2的声誉正在降低 OTC产品仍有机会 RecentrecallsoftheseprescriptionmedicationscombinedwithQizheng sefficaciousnessintreatingpainsufferersmayincreasethemarketopportunity MuchofthatestimatedprescriptionpainrelievermarketplacemightbesusceptibletopenetrationbyOTCproducts suchasthatofQizheng s Source SwissMedica2003AnnualReport Inaddition theOTCanalgesicmarketisfragmented thereareafewmajorbrandsOTC的镇痛药市场分散 Inthetopicalmarket Qizheng scompetitorsareproductssuchas butnotlimitedtoBenGayandIceHot withthetotalcombinedmarketsalesestimatedtobe 250millionin2002 奇正的竞争对手除 奔盖 和 冰热 外还有其它许多小品牌BehindthesetwomarketleadersarebrandssuchasNuprinandAspercreamCARLTOADDMOREBRANDS Source SwissMedica2003AnnualReport Inthenaturalproductsmarket therearetwosignificantdirectcompetitors在天然外用产品止痛市场只有两个直接对手 Capsasin开普莎生 Zostrix Capsin Capsasin P etc Capsaicinisapowerfulirritantthatcancauseasevereskinreactionforsomeindividuals 皮肤局部刺激反应Zostrix RodlenLaboratories privatelyheld sellsZostrix whichcontainsCapsaicin acompoundfoundinhotpeppers 辣椒中提取Capsin CARLTOINPUTDETAILSCapsasin P CARLTOINPUTDETAILSTigerBalm虎牌TigerBalmisacounterirritantointmentbasedonherbalingredients derivedfromancientChinesesources抗刺激的膏剂 纯天然ItismanufacturedbyHawParCorporation Singapore 新加坡虎豹医药SalesofTigerBalmandrelatedhealthcareproductsreachedapproximately 35Min2002 各种制剂2003销售3500万美金 MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrands主要非天然OTC品牌DirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointmentO24Case FailureALCiSCaseConclusion Bengay themarketleader isacomboofMethylSalicylate Menthol andsometimesCamphor奔盖为领导品牌含甲基水杨酸 薄荷醇 樟脑 ItwasdevelopedinFrancebyDr JulesBengue andbroughttoAmericain1898 ItisnowproducedbyPfizer 1898年法国开发由辉瑞生产Theactiveingredientsvarybytheversionoftheproduct 主要成分的含量在不同处方中有所不同Bengay Original contains15 甲基水杨酸MethylSalicylateand10 薄荷醇MentholBengay MusclePain UltraStrength肌肉痛和拉伤含contains30 甲基水杨酸MethylSalicylate 10 薄荷醇Menthol and4 樟脑Camphor Bengay IceExtraStrengthcontain10 menthol Bengay MusclePain NoOdor无气味contains15 三乙醇胺水杨酸TriethanolamineSalicylate Bengay ArthritisExtraStrength30 MethylSalicylateand8 Menthol Source Wikipedia Ben GayPackagingandPricing奔盖包装与价格 霜剂Cream 6oz 170g 14 UnitPrice 0 08 g Ointment Greaseless 无油腻的油膏4oz 114g 7 UnitPrice 0 06 g 凝胶Gel 4oz 114g 7 UnitPrice 0 06 g 贴剂Patch 12LargePatches Box 14 UnitPrice 0 80 patch Largepatchesarecountedastwopatches BengayMarketing CARLTOADDMOREABOUTMARKETINGSTRATEGY INTERNETISDOWNANDICANNOTDORESEARCH BengayConsumerOpinion CARLTOADDMOREONCONSUMEROPINION SEEICYHOTASANEXAMPLE ActiveIngredients MethylSalicylate 30 Menthol 10 InactiveIngredients 非活性成分有Carbomer CetylEsters EmulsifyingWax Oleth 3Phosphate StearicAcid Triethanolamine Water注 活性成分与非活性成分的标示主要为FDA外用镇痛药成分目录中的有效成分必须标明 如果是草药成分 不可以宣传治疗作用 只能讲减轻帮助等NOTE Thelabelingofaningredientas active or inactive hasmoretodowithregulatoryconsiderationsthanchemistryortheactualfunctionoftheproduct OTCproductscanonlycontainactiveingredientslistedintheFDA sExternalAlegesicMonogram Ifthereareanyotheringredientsnotlistedinthemonographwhichare active thentheproductmustbelistedasherbal Iftheproductislistedasherbal itcannotmakeasstrongclaims Forinstance itcanonlysaywordslike relieves or sooths andcannotsay cures or treats Source Wikipedia Amazon IcyHot containsMethylSalicylate Menthol severalother inactiveingredients 冰热 含有甲基水杨酸和其它非活性成分 膏剂BALM Price 7 29 霜剂CREAM 35g Price 3 49 Unit g Price 0 09 g 冰热强力含药贴IcyHotExtraStrengthMedicatedPatch Large 5 CountBoxes 3Pack Price 11 50 Thisproductisagoodpainreliever however thebalmdoesnotspreadnearlyaswellasthetubesofcream DorothyH Itriedallthepatchstylemedicationsforpain musclereliefandthisisthebest BreadGuy Source Amazon IcyHotcomesinthreedeliverysystems冰热有三种制剂 IcyHotMarketing冰热市场营销 Source Wikipedia http www forums pharma Claims 宣传语GreatForArthritis对关节炎很好BeginstoWorkonContact作用快GoesOnIcytoDullThePain见冰消痛ActivatesToHotForPenetratingWarmthToRelaxThePainAway 见热除痛IcyHotspent 18millionlastyearandgeneratedalmost 100Minsales去年市场投入1800万美元实现销售1亿美元 IcyHotisendorsedbyShaq oneofthemostfamousbasketballplayersintheUS大鲨鱼代言 WhileShaqappealslargelytoamen IcyHotisalsoendorsedbyMiaHammasawaytoreachwomen另有女性明星MiaHamm代言 InsertpictureofMiaHamm InsertpictureofMiaHamm DevelopmentsofnewformulationsofIcyHot新制剂的开发 TheOTCtopicalanalgesicmarkethasseensomerecentexcitementwiththeintroductionofnewwaysofusingandapplyingthesameoldmedicine新制剂和给药途径刺激了市场Sleevemethodsofdeliveringthesecounterirritantshavesparkedarenewedinterestwithconsumers护套给药方法减轻了局部刺激并唤起一些消费者的兴趣IcyHothasspentmillionsinmarketingandendorsementsontheirIcyHotSleeve IcyHotCustomerOpinion消费者对 冰热 的评价 ProFastactingpainrelief快速起效 Inexpensive 便宜Nosideeffects 无副反应Isnotgreasy不油腻 ConStrong badsmell 感觉强烈 不好的气味Onlytemporaryrelief 只是暂时的减轻Effectisonlyminor NotEffective 作用效果有限Canburn烧烫Causespaininotherareasquickly在其它部位很快致痛Expensive价格贵 Overallrating Reviewedby33customers Source E ThermaCare AswasthecaseforIcyHot ThermaCarehasalsodevelopedsomeinterestingdeliverysystems 开发了一些有趣的给药系统TheOTCtopicalanalgesicmarkethasseensomerecentexcitementwiththeintroductionofnewwaysofusingandapplyingthesameoldmedicine 给的给药方式刺激了市场Newtothetopicalanalgesicmarket thepatchsleevemethodsofdeliveringthesecounterirritantshavesparkedarenewedinterestwithconsumers ThesetwomethodsofapplyingOTCtopicaltreatmentsarenotanewtreatment justanewwayofdeliveringanoldtreatment Procter Gamble sThermaCaresawsalesover 100millioninitsfirstyearonthemarket 宝洁Thermacare销售1亿美元上市的第一年Aboxof3singleuseThermaCarepadscostsnearly 2perapplication themanufacturerclaimsthatasingleapplicationcanproduceresultsthatlast8hours MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrandsDirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointmentO24Case FailureALCiSCaseConclusion TigerBalmrepresentsQizheng sclearestcompetition thebrandyoucouldlearnthemostfrom虎牌是奇正最类似的标竿 TigerBalmisacounterirritantointmentbasedonherbalingredients全天然草药ItisderivedfromancientChinesesourcesmanufacturedbyHawParCorporation草药来源于中国IfQizhengweretotrytoenterthemainstreamUSmarketQizheng sclearestdirectcompetitoraswellasthebrandwhichQizhengcouldbestlearnfrom 奇正要进入美国主流市场 应学习虎牌SalesofTigerBalmandrelatedhealthcareproductsreachedapproximately 35Min2002andarenowestimatedtobeover 50M 02年销售3500万USD 05年5000万USD Source SwissMedicaAnnualReport2003 TigerBalm Ingredients byweightamountneededfor56ozbatch成分Mentholcrystals20 9 6oz 薄荷醇Camphorblocks32 15 36oz 樟脑Beeswax20 9 6oz 蜂蜡PetroleumJelly4 1 92oz 凡士林油OilofClove8 3 8oz 丁香油OilofCajuput8 3 8oz 白千层油OilofCinnamon8 3 8oz 肉桂油AmmoniumHydroxide1oz optional 氢氧化铵Ifammoniumhydroxideisadded thecontentswillturnred Source Wikipedia GlobalTigerBalmHistory 1870 1920 虎牌历史 AHakkaherbalistfromChinabythenameofAwChuKinleftChinaandestablishedamedicineshopinBritishcolonialRangoon Berma nowYangoon Myanmar inthelate1870 s TherehedevelopedtheformulaforTigerBalmandbegantosellit Hehadtwosons AwBoonHawandAwBoonPar Afterthedeathofhisfather AwBoonHawmarketedthebalmunderthebrandTigerBalm 1930 1970 s东南亚销售 Beingamarketinggenius AwBoonHawmadeasuccessofsellingTigerBalmintoSingapore Malaysia HongKong Batavia Thailand somecitiesinChina Today TigerBalmisownedbyHawParCorporation listedinSingapore虎豹公司新加坡上市公司 ItlicensedTigerBalmtoHawPartomarket manufacture distributeandsellTigerBalmworldwide 1980 s Today虎牌过去的20年 Inthemid 1990 sTigerBalmdecidedtoentertheUS 90年代中期进入美国市场Initiallyitwasunabletopenetratethemarket evenafterhighmarketingspending 开始很难进入市场既是高市场投入Howeverafteryearsoflowerspendingithasbeenabletobuildasizablepositioninthemarket 但过去多年在低投入下多年逐步扩大了市场份额 达到今天的地位 In1988 HAWPARBrothersgroupedTigerBalmanditsotherpharmaceuticalinterestsintoaseparateentitycalledTigerBalmLTD whichwassubsequentlyrenamedTigerMedicals andfloated25 ofthecompany1988年将虎牌与其他药物公司合并 并上市 Today TigerBalmisdistributedinover100countriesthroughouttheWorld虎牌已在100多国家销售 TigerBalmlineduptheTOPathletestobackitsbrandwhenitenteredtheUSmarket虎牌开始进入美国市场时 用了美国橄榄球明星作为代言 WhenTigerBalmenteredtheU S marketitlearnedveryquicklythatthelocalmarketwassaturatedwithrubbingcreamsthatreducejointpainfromsportsinjuries 大投入后 虎牌很快意识到 美国运动损伤外用市场趋于饱和ItneededapromotionalpartnerwithinstantimagerecognitionintheU S 美国运动损伤市场需要合适的推广形式迅速建立形象TigerBalmfromSingaporepickedDanMarino aHUGELYPOPULARAmericanprofessionalfootballplayer toplugitscream 最后选用了橄榄球明星代言 Source WSJ 1997 DanMarinowasasfamousintheUSasYaoMingisinChina HoweverdespiteDanMarino TigerBalmwasnotabletotakesharefrommarketleaders既是用了大牌明星也未获得市场份额 Nonetheless theadvertisingdidnotsignificantlyincreaseTigerBalm smarketshare广告并未大幅度提高销售 Notenoughmoneywasspentontheexpensive30 and60 secondadstogetAmericanconsumerstogiveuptheirtraditionalbrandsandbuythenew importedbrandfromSingapore 不足够的30 60秒电视广告不能使美国人放弃传统产品而转向新加坡的进口产品Afterincreasingspendingon30 and60 secondadvertisingspotstheywereonlythenabletogainshare后来提高广告频率 获得了市场 TigerBlam sadvertisinghasevolvedagreatdealsincelaunching TigerBalmisnolongerspendingonhighcostcelebrityendorsements Thisstrategyseemstohavepaidoff assaleshavegrown MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrandsDirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointment卡普莎生 早期成功 后期失望O24Case Failure O24的失败ALCiSCase案例Conclusion Capsaicinisapowerfulirritantthatcancauseasevereskinreactionforsomeindividuals 卡普莎生强皮肤刺激 不少副作用 CARLTOINSERTDESCRIPTIONOFCAPSAICIN CapsasanbrandsrapidlypenetratedtheUSmarketin1996becauseofheavyphysicianbacking 因为医生的支持1996年很快进入市场 Theshake upinexternalanalgesicsthatstartedwiththelaunchofthefirstcapsaicinbrandsin1996becamemoreofashake outbytheendoflastyear 1996年的上市搅动了外用止痛药的市场High costcapsaicinformulationsinitiallytookthemarketbystormwiththeiruniquepain blockingpropertiesandheavyphysicianbacking在医生支持下的高价位并强势上市 销售成功Howeverthesebrandseventuallylostsomemarketshareby1999销售下滑 Zostrix RodlenLaboratories privatelyheld sellsZostrix whichcontainsCapsaicin acompoundfoundinhotpeppers 含有辣椒碱 Source SwissMedicaAnnualReport2003 MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrandsDirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointmentO24Case FailureALCiSCaseConclusion SwissMedica sO24BrandfacedacompetitivepositionsimilartothatwhichQizhengwouldface瑞士品牌 面临奇正同样的竞争地位 Itisdifficulttoenoughtolaunchaproductinanymarket letaloneoneclutteredwithindustrygiantssuchastopicalallagesics 面临局部镇痛药的垄断地位 对任何新产品的成功上市都是非常有挑战的ThelastwasthedauntingchallengefacingRaghuKilambi theCEOandfounderofSwissMedicaInc 最后的结果是萎缩 瑞士企业的总裁说 Kilambididn tjusttakehisO24 brandedpainrelieverandtrytobestwell establishedproductssuchasBengay IcyHot hetriedtooutmanoeuvretheirrespectivemakersbutassofarlargelyfailed O24不仅想与领导品牌争市场份额 而且想与其正面交锋 最后非常失败 Asasmallcompany wecannotcompetedollarfordollarwithPfizer Theyjusthavemoremoneythanwedo saysKilambi Andwithsomanyproductsinthechronic reliefspace ashortorsimplemagazineorradioadwon tdifferentiateourproduct Wehavetodothingstheotherguysaren tdoing 总裁教训 作为小公司不应与辉瑞这样的公司正面竞争 靠在普通媒体上用广告来区别自己的小产品与众多品牌非常困难 我们必须做别人没有做的事 Kilambifocusedissmallermarketingdollarsonguerrillamarketing alooselydefinedtermthatmeansusingunconventionalmarketingtogetmaximumresultsfromminimalresources 总裁集中于小的细分市场并用游击战的策略 等于用非常规市场想用最小的资源获得最大的市场SwissMedicadecidedtodistributeover2Msamplesontowelettes瑞士公司决定发放200万样品与小毛巾ThisapproachwaspossiblebecauseO24consistslargelyofessentialoils whileitsmainrivalsusemoretraditionalingredientsinpillsandcreams Kilambihasattemptedtobehighlyselectiveinhischoiceoftargets allowingSwissMedicatotracksalesresultsfromeachcampaign 总裁试图用每一个市场活动来获得客户 Howeverthisstrategydidnotpayoff这一策略没有收到回报 Revenuesfellfrom 5 6Min2005toonly 1 8Min2006销售从05年的560万降到06年的160万Onapositivenote netlossesdecreasedfrom 10 0Min2005toonly 2 5Min2006但亏损从从1000万降到250万Advertising MarketOverview MarketOverviewMajor Non NaturalProduct OTCBrandsDirectNaturalProductCompetitors TigerBalmCase EarlyDisappointment LaterSuccessCapsasinBrandsCase EarlySuccess LaterDisappointmentO24Case FailureALCiSCaseConclusion ALCiS ALCiS coreproductisitsDailyReliefpainreliefcream 主要产品为消痛霜剂 同时上市了家用多种功能产品如清洁 保湿 凉爽 放松 香味等Inaddition ALCiShaslaunchedafamilyoffourcomplementarytherapeuticproductsthatperformanumberoffunctions i e cleansing moisturizing soothing relaxing scenting etc Importantly becausetheincorporatedscientifictechnologyisbothflexibleandodorless alargearrayofadditionalproductsisavailableforfuturedevelopment 公司试图用高科技在产品种类和气味方面下功夫发展系列产品 ALCiSCoreProducts ALCiShaslauncheditscoreproductandafamilyoffourcomplementarycompanionproducts 主要产品和四种家庭产品ALCiSDailyReliefPainReliefCream CoreProduct 消痛霜TherapeuticBodySoak ComplementaryProductExtension 治疗性的身体浸泡TherapeuticBodyScrub ComplementaryProductExtension 治疗性全身擦洗TherapeuticBodyLotion ComplementaryProductExtension 治疗性身体洗液TherapeuticFootRub ComplementaryProductExtension 治疗性足擦剂 ALCiSkeyproductdifferentiators产品的差异 First ALCiSproductscanproviderecognizablerelieffromachesandpains 产品提供了认可的消痛效果Second thepatentedandproprietaryLDSdeliverstheactiveingredientsmorequicklythantraditionaltopicalanalgesics 专利和独家LDS技术更快释放了活性Third ALCiSproductsaremoreinthestyleofcosmetics theydonothavetheodor look feelormarketingofthetraditionalstylepainreliefproducts 产品适应方式很像化妆品 没有气味 外观 感觉均类似 OtherAdditionalFutureProducts其它的产品 Somefutureproductswillbepainrelieverswhileotherswillbewithinaspaproductscategory 将来一些产品为消痛 但可以作为SPA的产品Allareincludedwithintheconceptofa totalbodytherapysolution 这些包括全身的解决方案MassageLotions MassageOils按摩洗液 按摩油FootSoaks泡脚AfterShaveBalms剃须后CleansingBars清洁BARBathSalts盐浴 OtherAdditionalFutureProducts其它的产品 DailyExfoliatingCleansersDermalRenewingLotionsAll DayMoistureCreamsHydratingCreamsAcneCreams EliminatorsShaveCreamsandLotionsSelfTanningLotionsSunburnTreatmentsYouthFacialSerumsFacialScrubsEyeFirmingSerumsDermatologicalLine ForCosmeticProcedures MarketingStrategy市场策略 ALCiSlauncheditsproductsintheUStoabroadbaseofcustomersin2006 06年上市产品给广大的目标人群ALCiS plannedmarketingstrategyistohaveanationwidecampaignofdirectresponse计划全国性的推广战役 印刷媒体和电视 includingprintandtelevision physicianorientedsamplingprogramsandapublicrelationscampaign followedbyexpandeddistributionthroughretailchannels 医生的样品计划 各种零售渠道ALCiSplanstoexpanditsmarketinganddistributioninternationallywhenitsproductshavebeensuccessfullylaunchedandestablishedintheUnitedStates 待产品在美国成功后 拟做全球品牌 MarketingStrategyCont 市场策略 ALCiS proposeddirectmarketingactivitiesincludeanationalpublicrelationscampaign 60 secondtelevisionspots 30 minuteinfomercials homeshoppingnetworks printadvertisingandInternet basedadvertising 计划直接对消费者的推广包括电视广告 家庭购物网 印刷广告和互联网广告ALCiS planisdesignedtoeducateprospectivecustomerswhilecreatingwidespreadawarenessofitstopicalpainreliefproductsand