美国外用止痛药市场分析报告

1、http:/ 中管网制造业频道中管网制造业频道 review of the topical analgesics in the us 美国外用止痛药市场美国外用止痛药市场 2007.5.24 carl jaramillo 卡尔卡尔 http:/ 中管网制造业频道中管网制造业频道 market overview market overview 一般情况一般情况 major “non-natural product” otc brands主要主要otc品牌品牌 direct natural product competitors: 主要天然产品竞争对主要天然产品竞争对 手手 tiger balm

2、case: early disappointment, later success 虎牌早期不满意后来较成功的案例虎牌早期不满意后来较成功的案例 capsasin brands case: early success, later disappointment 开普莎早期成功，后期不满意开普莎早期成功，后期不满意 o24 case: failure o24 的失败案例的失败案例 alcis case conclusion 结论结论 http:/ 中管网制造业频道中管网制造业频道 market overview market overview major non-natural product

3、otc brands direct natural product competitors: tiger balm case: early disappointment, later success capsasin brands case: early success, later disappointment o24 case: failure alcis case conclusion http:/ 中管网制造业频道中管网制造业频道 while the overall otc and rx pain medication market combined is huge镇痛药的处方药与镇痛

4、药的处方药与otc 整体市场很大整体市场很大 in 2003, the total u.s otc and rx market for pain products was $12 billion： 03年年120亿美元亿美元 by some measures, the us pain market alone is larger than the entire chinese pharmaceutical market in 2003 source: http:/sec.edgar- http:/ 中管网制造业频道中管网制造业频道 the market for topical otc is o

5、nly $500 m - $700 m 外用外用otc药药5-7亿美元亿美元 however, sales of otc topical analgesics are estimated to be only $500 -$700 million prescription products, such as opioids and “nsaids” such as cox-2 inhibitors constitute most of the market. 口服的解热镇痛药如非甾抗炎口服的解热镇痛药如非甾抗炎 药绝对为主药绝对为主 the market for cox-2s alone (s

6、uch as vioxx and celebrex) exceeds $5,000,000,000 (rmb 40,000,000,000). 仅环氧化酶仅环氧化酶2抑制剂药抑制剂药50亿美元亿美元 source: http:/sec.edgar- http:/ 中管网制造业频道中管网制造业频道 however there is an opportunity for otc products as the reputation of cox-2s suffers 由于环氧化酶由于环氧化酶2的的 声誉正在降低，声誉正在降低，otc产品仍有机会产品仍有机会 recent recalls of th

7、ese prescription medications combined with qizhengs efficaciousness in treating pain sufferers may increase the market opportunity. much of that estimated prescription pain reliever marketplace might be susceptible to penetration by otc products, such as that of qizhengs. source: swiss medica 2003 a

8、nnual report http:/ 中管网制造业频道中管网制造业频道 in addition, the otc analgesic market is fragmented, there are a few major brands otc的镇痛药市场分散的镇痛药市场分散 in the topical market, qizhengs competitors are products such as, but not limited to ben gay and ice hot, with the total combined market sales estimated to be $2

9、50 million in 2002. 奇正的竞争对手除奇正的竞争对手除“奔盖奔盖”和和“冰热冰热”外还有其它许外还有其它许 多小品牌多小品牌 behind these two market leaders are brands such as nuprin and aspercream carl to add more brands source: swiss medica 2003 annual report http:/ 中管网制造业频道中管网制造业频道 in the natural products market, there are two significant direct co

10、mpetitors 在天然外用产品止痛市在天然外用产品止痛市 场只有两个直接对手场只有两个直接对手 capsasin 开普莎生开普莎生(zostrix, capsin, capsasin-p, etc) capsaicin is a powerful irritant that can cause a severe skin reaction for some individuals. 皮肤局部刺激反应皮肤局部刺激反应 zostrix - rodlen laboratories (privately held) sells zostrix, which contains capsaicin,

11、a compound found in hot peppers. 辣椒中提辣椒中提 取取 capsin carl to input details capsasin-p carl to input details tiger balm 虎牌虎牌 tiger balm is a counterirritant ointment based on herbal ingredients, derived from ancient chinese sources 抗刺激的膏剂、抗刺激的膏剂、 纯天然纯天然 it is manufactured by haw par corporation (singa

12、pore)新加坡虎新加坡虎 豹医药豹医药 sales of tiger balm and related healthcare products reached approximately $35 m in 2002. 各种制剂各种制剂2003销售销售3500万美金万美金 http:/ 中管网制造业频道中管网制造业频道 market overview market overview major non-natural product otc brands 主要非天然主要非天然otc品牌品牌 direct natural product competitors: tiger balm case:

13、 early disappointment, later success capsasin brands case: early success, later disappointment o24 case: failure alcis case conclusion http:/ 中管网制造业频道中管网制造业频道 bengay, the market leader, is a combo of methyl salicylate, menthol, and sometimes camphor 奔盖为领导品牌含甲基水杨酸、薄荷醇、樟脑奔盖为领导品牌含甲基水杨酸、薄荷醇、樟脑 it was de

14、veloped in france by dr. jules bengue, and brought to america in 1898. it is now produced by pfizer. 1898年法国开发由辉瑞生产年法国开发由辉瑞生产 the active ingredients vary by the version of the product. 主要成分的含量在不同处方中有所不同主要成分的含量在不同处方中有所不同 bengay: original - contains 15%甲基水杨酸甲基水杨酸methyl salicylate and 10%薄荷醇薄荷醇menthol

15、bengay: muscle pain/ultra strength 肌肉痛和拉伤含肌肉痛和拉伤含contains 30% 甲基水杨酸甲基水杨酸methyl salicylate, 10%薄荷醇薄荷醇menthol, and 4%樟脑樟脑 camphor. bengay: ice extra strength contain 10% menthol. bengay: muscle pain/no odor 无气味无气味contains 15% 三乙醇胺水杨三乙醇胺水杨 酸酸triethanolamine salicylate. bengay: arthritis extra strength

16、30% methyl salicylate and 8% menthol. source: wikipedia http:/ 中管网制造业频道中管网制造业频道 ben-gay packaging and pricing奔盖包装与价奔盖包装与价 格格 霜剂霜剂cream, 6oz (170 g), $14 (unit price: $0.08/g) ointment (greaseless),无油腻无油腻 的油膏的油膏 4oz (114 g), $7 (unit price: $0.06/g) 凝胶凝胶gel, 4oz (114 g), $7 (unit price: $0.06/g) 贴剂贴剂

17、patch, 12 large patches/box, $14 (unit price: $0.80/patch*) * large patches are counted as two patches http:/ 中管网制造业频道中管网制造业频道 bengay marketing carl to add more about marketing strategy internet is down and i cannot do research http:/ 中管网制造业频道中管网制造业频道 bengay consumer opinion carl to add more on cons

18、umer opinion see icy hot as an example http:/ 中管网制造业频道中管网制造业频道 active ingredients: methyl salicylate (30%), menthol (10%) inactive ingredients: 非活性成分有非活性成分有 carbomer, cetyl esters, emulsifying wax, oleth-3 phosphate, stearic acid, triethanolamine, water 注：活性成分与非活性成分的标示主要为注：活性成分与非活性成分的标示主要为fda 外用镇痛药成

19、分目录中的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 减轻帮助等减轻帮助等 note: the labeling of an ingredient as active or inactive has more to do with regulatory considerations than chemistry or the actual function of the product. otc products can only contain active ingredients list

20、ed in the fdas external alegesic monogram. if there are any other ingredients not listed in the monograph which are active then the product must be listed as herbal. if the product is listed as herbal, it cannot make as strong claims. for instance, it can only say words like relieves or sooths and c

21、annot say cures or treats. source: wikipedia, amazon icy hot, contains methyl salicylate however, the balm does not spread nearly as well as the tubes of cream. - dorothy h i tried all the patch style medications for pain http:/www.forums.pharma- claims: 宣传语宣传语 great for arthritis 对关节炎很好对关节炎很好 begin

22、s to work on contact 作用快作用快 goes on icy to dull the pain 见冰消痛见冰消痛 activates to hot for penetrating warmth to relax the pain away. 见热除痛见热除痛 icy hot spent $18 million last year and generated almost $100 m in sales去年市场投入去年市场投入 1800万美元实现销售万美元实现销售1亿美元亿美元 http:/ 中管网制造业频道中管网制造业频道 icy hot is endorsed by sha

23、q, one of the most famous basketball players in the us大鲨鱼代言大鲨鱼代言 http:/ 中管网制造业频道中管网制造业频道 while shaq appeals largely to a men, icy hot is also endorsed by mia hamm as a way to reach women另另 有女性明星有女性明星mia hamm 代言代言 insert picture of mia hamm insert picture of mia hamm http:/ 中管网制造业频道中管网制造业频道 developme

24、nts of new formulations of icy hot 新制剂的开发新制剂的开发 the otc topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine 新制剂和给药途径刺激了市场新制剂和给药途径刺激了市场 sleeve methods of delivering these counterirritants have sparked a renewed interes

25、t with consumers 护套给药方法减轻了局部护套给药方法减轻了局部 刺激并唤起一些消费者的兴趣刺激并唤起一些消费者的兴趣 icyhot has spent millions in marketing and endorsements on their icyhot sleeve http:/ 中管网制造业频道中管网制造业频道 icy hot customer opinion 消费者对消费者对“冰热冰热” 的评价的评价 pro fast acting pain relief 快快 速起效速起效 inexpensive 便宜便宜 no side effects 无副反应无副反应 is

26、not greasy不油腻不油腻 con strong, bad smell 感觉强烈，感觉强烈， 不好的气味不好的气味 only temporary relief 只是暂时的减轻只是暂时的减轻 effect is only minor/not effective 作用效果有作用效果有 限限 can burn 烧烫烧烫 causes pain in other areas quickly 在其它部位在其它部位 很快致痛很快致痛 expensive 价格贵价格贵 overall rating: reviewed by 33 customers source: e http:/ 中管网制造业频道中

27、管网制造业频道 thermacare as was the case for icy hot, thermacare has also developed some interesting delivery systems. 开发了一些有趣的给药系统开发了一些有趣的给药系统 the otc topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine. 给的给药方式刺激了市场给的给药方式刺

28、激了市场 new to the topical analgesic market, the patch sleeve methods of delivering these counterirritants have sparked a renewed interest with consumers. these two methods of applying otc topical treatments are not a new treatment, just a new way of delivering an old treatment. procter he tried to out

29、manoeuvre their respective makers but as so far largely failed： o24不不 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 常失败常失败 “as a small company, we cannot compete dollar for dollar with pfizer. they just have more money than we do,” says kilambi. “and with so many products in the chronic-relie

30、f space, a short or simple magazine or radio ad wont differentiate our product. we have to do things the other guys arent doing.”总裁教训：作为小公总裁教训：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 没有做的事没有做的事 http:/ 中管网制造业频道中管网制造业频道 kilambi foc

31、used is smaller marketing dollars on guerrilla marketing, a loosely defined term that means using unconventional marketing to get maximum results from minimal resources. 总裁集中于小的细分市场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 最大的市场最大的市场 swissmedica decided to distribute over 2 m

32、samples on towelettes 瑞士公司决定发放瑞士公司决定发放200万样品与小毛巾万样品与小毛巾 this approach was possible because o24 consists largely of essential oils, while its main rivals use more traditional ingredients in pills and creams. kilambi has attempted to be highly selective in his choice of targets, allowing swiss medica

33、to track sales results from each campaign. 总裁试图用每一个市场活动总裁试图用每一个市场活动 来获得客户来获得客户 http:/ 中管网制造业频道中管网制造业频道 however this strategy did not pay off 这一策这一策 略没有收到回报略没有收到回报 revenues fell from $5.6 m in 2005 to only $1.8 m in 2006销售从销售从05年的年的560万降到万降到06 年的年的160万万 on a positive note, net losses decreased from -

34、$10.0 m in 2005 to only -$2.5 m in 2006 但亏损从但亏损从 从从1000万降到万降到250万万 advertising http:/ 中管网制造业频道中管网制造业频道 market overview market overview major non-natural product otc brands direct natural product competitors: tiger balm case: early disappointment, later success capsasin brands case: early success, la

35、ter disappointment o24 case: failure alcis case conclusion http:/ 中管网制造业频道中管网制造业频道 alcis alcis core product is its daily relief pain relief cream. 主要产品为消痛霜剂，同时上市了家用多种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、香味等功能产品如清洁、保湿、凉爽、放松、香味等 in addition, alcis has launched a family of four complementary therapeuti

36、c products that perform a number of functions, i.e. cleansing, moisturizing, soothing, relaxing, scenting, etc. importantly, because the incorporated scientific technology is both flexible and odorless, a large array of additional products is available for future development. 公司试图用高科技在产品种类公司试图用高科技在产

37、品种类 和气味方面下功夫发展系列产品和气味方面下功夫发展系列产品 http:/ 中管网制造业频道中管网制造业频道 alcis core products alcis has launched its core product and a family of four complementary companion products: 主要产品和四种家庭产品主要产品和四种家庭产品 alcis daily relief pain relief cream (core product) 消痛消痛 霜霜 therapeutic body soak (complementary product exte

38、nsion) 治疗性的身体浸泡治疗性的身体浸泡 therapeutic body scrub (complementary product extension) 治疗性全身擦洗治疗性全身擦洗 therapeutic body lotion (complementary product extension) 治疗性身体洗液治疗性身体洗液 therapeutic foot rub (complementary product extension) 治疗性足擦剂治疗性足擦剂 http:/ 中管网制造业频道中管网制造业频道 alcis key product differentiators 产品的差异

39、产品的差异 first, alcis products can provide recognizable relief from aches and pains. 产品提供了认可的消产品提供了认可的消 痛效果痛效果 second, the patented and proprietary lds delivers the active ingredients more quickly than traditional topical analgesics. 专利和独家专利和独家 lds技术更快释放了活性技术更快释放了活性 third, alcis products are more in th

40、e style of cosmetics - they do not have the odor, look, feel or marketing of the traditional style pain relief products. 产品适应方式很像化妆品，没有气味，外产品适应方式很像化妆品，没有气味，外 观、感觉均类似观、感觉均类似 http:/ 中管网制造业频道中管网制造业频道 other additional future products 其它的产品其它的产品 some future products will be pain relievers while others wi

41、ll be within a spa products category. 将来一些将来一些 产品为消痛，但可以作为产品为消痛，但可以作为spa的产品的产品 all are included within the concept of a “total body therapy solution:” 这些包括全身的解决方案这些包括全身的解决方案 massage lotions, massage oils 按摩洗液，按摩油按摩洗液，按摩油 foot soaks 泡脚泡脚 after shave balms 剃须后剃须后 cleansing bars 清洁清洁bar bath salts 盐浴盐浴

42、 http:/ 中管网制造业频道中管网制造业频道 other additional future products 其它的产品其它的产品 daily exfoliating cleansers dermal renewing lotions all-day moisture creams hydrating creams acne creams & eliminators shave creams and lotions self tanning lotions sunburn treatments youth facial serums facial scrubs eye firming s

43、erums dermatological line (for cosmetic procedures) http:/ 中管网制造业频道中管网制造业频道 marketing strategy 市场策略市场策略 alcis launched its products in the us to a broad base of customers in 2006. 06年上市产品给广大的目标人群年上市产品给广大的目标人群 alcis plannedmarketing strategy is to have a nationwide campaign of direct response 计划全国性的推

44、计划全国性的推 广战役，印刷媒体和电视广战役，印刷媒体和电视(including print and television), physician oriented sampling programs and a public relations campaign, followed by expanded distribution through retail channels. 医生的样品计划，各种零售渠道医生的样品计划，各种零售渠道 alcis plans to expand its marketing and distribution internationally when its

45、products have been successfully launched and established in the united states. 待产品在美国成功后，拟做全球品牌待产品在美国成功后，拟做全球品牌 http:/ 中管网制造业频道中管网制造业频道 marketing strategy cont.市场策略市场策略 alcis proposed direct marketing activities include a national public relations campaign, 60-second television spots, 30-minute info

46、mercials, home shopping networks, print advertising and internet-based advertising. 计划直接对消费者的推广包括电视广告、家庭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购物网，印刷广告和互联网广告 alcis plan is designed to educate prospective customers while creating widespread awareness of its topical pain relief products and generating dir

47、ect sales in key target markets. 计划在建立局部止痛药产品知名度和计划在建立局部止痛药产品知名度和 在主要市场产生销售的同时教育消费者在主要市场产生销售的同时教育消费者 alcis currently sells its products directly to consumers. because alcis has minor product revenues relative to what it requires for success, alcis is not dependent upon any of its current customers t

48、o succeed. 现在由于现在由于 销售较少，通过直销方法销售销售较少，通过直销方法销售 http:/ 中管网制造业频道中管网制造业频道 alcis intends to continue to market, and expand its full line of products as funds allow. http:/ 中管网制造业频道中管网制造业频道 market overview market overview major non-natural product otc brands direct natural product competitors: tiger balm case: early disappointment, later success capsasin brands case: early success, later disappointment o24 case: failure alcis case conclusion http:/