某年度美國外用止痛藥市場分析報告

ReviewoftheTopicalAnalgesicsintheUS美國外用止痛藥市場2007.5.24CarlJaramillo卡爾MarketOverviewMarketOverview一般情況Major“Non-NaturalProduct”O(jiān)TCBrands主要OTC品牌DirectNaturalProductCompetitors:主要天然產(chǎn)品競爭對手TigerBalmCase:EarlyDisappointment,LaterSuccess虎牌早期不滿意后來較成功的案例CapsasinBrandsCase:EarlySuccess,LaterDisappointment開普莎早期成功，后期不滿意O24Case:FailureO24的失敗案例ALCiSCaseConclusion結(jié)論MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionWhiletheoverallOTCandRXpainmedicationmarketcombinedishuge…鎮(zhèn)痛藥的處方藥與OTC整體市場很大In2003,theTOTALU.SOTCandRXmarketforpainproductswas$12billion：03年120億美元Bysomemeasures,theUSpainmarketaloneislargerthantheentireChinesepharmaceuticalmarketin2003Source:/2005/03/31/0001144204-05-009623/Section2.asp…themarketfortopicalOTCisonly$500M-$700M外用OTC藥5-7億美元However,salesofOTCtopicalanalgesicsareestimatedtobeonly$500-$700millionPrescriptionproducts,suchasopioidsand“NSAIDs”suchasCOX-2inhibitorsconstitutemostofthemarket.口服的解熱鎮(zhèn)痛藥如非甾抗炎藥絕對為主ThemarketforCOX-2’salone(suchasVioxxandCelebrex)exceeds$5,000,000,000(RMB40,000,000,000).僅環(huán)氧化酶2抑制劑藥50億美元Source:/2006/07/13/0001193125-06-146047/Section3.aspHoweverthereisanopportunityforOTCproductsasthereputationofCOX-2ssuffers由于環(huán)氧化酶2的聲譽正在降低，OTC產(chǎn)品仍有機會RecentrecallsoftheseprescriptionmedicationscombinedwithQizheng’sefficaciousnessintreatingpainsufferersmayincreasethemarketopportunity.MuchofthatestimatedprescriptionpainrelievermarketplacemightbesusceptibletopenetrationbyOTCproducts,suchasthatofQizheng's.Source:SwissMedica2003AnnualReportInaddition,theOTCanalgesicmarketisfragmented,thereareafewmajorbrandsOTC的鎮(zhèn)痛藥市場分散Inthetopicalmarket,Qizheng’scompetitorsareproductssuchas,butnotlimitedtoBenGayandIceHot,withthetotalcombinedmarketsalesestimatedtobe$250millionin2002.奇正的競爭對手除“奔蓋”和“冰熱”外還有其它許多小品牌BehindthesetwomarketleadersarebrandssuchasNuprinandAspercreamCARLTOADDMOREBRANDSSource:SwissMedica2003AnnualReportInthenaturalproductsmarket,therearetwosignificantdirectcompetitors在天然外用產(chǎn)品止痛市場只有兩個直接對手Capsasin開普莎生(Zostrix,Capsin,Capsasin-P,etc)Capsaicinisapowerfulirritantthatcancauseasevereskinreactionforsomeindividuals.皮膚局部刺激反應(yīng)Zostrix-RodlenLaboratories(privatelyheld)sellsZostrix,whichcontainsCapsaicin,acompoundfoundinhotpeppers.辣椒中提取Capsin–CARLTOINPUTDETAILSCapsasin-P–CARLTOINPUTDETAILSTigerBalm虎牌TigerBalmisacounterirritantointmentbasedonherbalingredients,derivedfromancientChinesesources抗刺激的膏劑、純天然ItismanufacturedbyHawParCorporation(Singapore)新加坡虎豹醫(yī)藥SalesofTigerBalmandrelatedhealthcareproductsreachedapproximately$35Min2002.各種制劑2003銷售3500萬美金MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrands主要非天然OTC品牌DirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionBengay,themarketleader,isacomboofMethylSalicylate,Menthol,andsometimesCamphor

奔蓋為領(lǐng)導(dǎo)品牌含甲基水楊酸、薄荷醇、樟腦ItwasdevelopedinFrancebyDr.JulesBengue,andbroughttoAmericain1898.ItisnowproducedbyPfizer.1898年法國開發(fā)由輝瑞生產(chǎn)Theactiveingredientsvarybytheversionoftheproduct.主要成分的含量在不同處方中有所不同Bengay:Original-contains15%甲基水楊酸MethylSalicylateand10%薄荷醇MentholBengay:MusclePain/UltraStrength

肌肉痛和拉傷含contains30%甲基水楊酸MethylSalicylate,10%薄荷醇Menthol,and4%樟腦Camphor.Bengay:IceExtraStrengthcontain10%menthol.Bengay:MusclePain/NoOdor

無氣味contains15%三乙醇胺水楊酸TriethanolamineSalicylate.Bengay:ArthritisExtraStrength30%MethylSalicylateand8%Menthol.Source:WikipediaBen-GayPackagingandPricing奔蓋包裝與價格霜劑Cream,6oz(170g),$14(UnitPrice:$0.08/g)

Ointment(Greaseless),無油膩的油膏4oz(114g),$7(UnitPrice:$0.06/g) 凝膠Gel,4oz(114g),$7(UnitPrice:$0.06/g)貼劑Patch,12LargePatches/Box,$14(UnitPrice:$0.80/patch*)*LargepatchesarecountedastwopatchesBengayMarketingCARLTOADDMOREABOUTMARKETINGSTRATEGY–INTERNETISDOWNANDICANNOTDORESEARCHBengayConsumerOpinionCARLTOADDMOREONCONSUMEROPINION–SEEICYHOTASANEXAMPLEActiveIngredients:MethylSalicylate(30%),Menthol(10%)InactiveIngredients:非活性成分有Carbomer,CetylEsters,EmulsifyingWax,Oleth-3Phosphate,StearicAcid,Triethanolamine,Water注：活性成分與非活性成分的標示主要為FDA外用鎮(zhèn)痛藥成分目錄中的有效成分必須標明，如果是草藥成分，不可以宣傳治療作用，只能講減輕幫助等NOTE:Thelabelingofaningredientas‘a(chǎn)ctive’or‘inactive’hasmoretodowithregulatoryconsiderationsthanchemistryortheactualfunctionoftheproduct.OTCproductscanonlycontainactiveingredientslistedintheFDA’sExternalAlegesicMonogram.Ifthereareanyotheringredientsnotlistedinthemonographwhichare‘a(chǎn)ctive’thentheproductmustbelistedasherbal.Iftheproductislistedasherbal,itcannotmakeasstrongclaims.Forinstance,itcanonlysaywordslike‘relieves’or‘sooths’andcannotsay‘cures’or‘treats’.Source:Wikipedia,AmazonIcyHot,containsMethylSalicylate&Menthol&severalother‘inactiveingredients’”冰熱：含有甲基水楊酸和其它非活性成分膏劑BALM.Price:$7.29霜劑CREAM,35g.Price:$3.49.Unit(g)Price:$0.09/g冰熱強力含藥貼IcyHotExtraStrengthMedicatedPatch,Large,5-CountBoxes(3Pack)Price:$11.50Thisproductisagoodpainreliever;however,thebalmdoesnotspreadnearlyaswellasthetubesofcream.-DorothyHItriedallthepatchstylemedicationsforpain&musclereliefandthisisthebest!-BreadGuySource:AmazonIcyHotcomesinthreedeliverysystems冰熱有三種制劑IcyHotMarketing冰熱市場營銷Claims:宣傳語GreatForArthritis對關(guān)節(jié)炎很好BeginstoWorkonContact作用快GoesOnIcytoDullThePain見冰消痛ActivatesToHotForPenetratingWarmthToRelaxThePainAway.見熱除痛IcyHotspent$18millionlastyearandgeneratedalmost$100Minsales去年市場投入1800萬美元實現(xiàn)銷售1億美元IcyHotisendorsedbyShaq,oneofthemostfamousbasketballplayersintheUS大鯊魚代言WhileShaqappealslargelytoamen,IcyHotisalsoendorsedbyMiaHammasawaytoreachwomen另有女性明星MiaHamm代言InsertpictureofMiaHammInsertpictureofMiaHammDevelopmentsofnewformulationsofIcyHot新制劑的開發(fā)TheOTCtopicalanalgesicmarkethasseensomerecentexcitementwiththeintroductionofnewwaysofusingandapplyingthesameoldmedicine新制劑和給藥途徑刺激了市場Sleevemethodsofdeliveringthesecounterirritantshavesparkedarenewedinterestwithconsumers護套給藥方法減輕了局部刺激并喚起一些消費者的興趣IcyHothasspentmillionsinmarketingandendorsementsontheirIcyHotSleeve

IcyHotCustomerOpinion消費者對“冰熱”的評價ProFastactingpainrelief快速起效???????????Inexpensive?便宜Nosideeffects?無副反應(yīng)Isnotgreasy不油膩ConStrong,badsmell??????????感覺強烈，不好的氣味Onlytemporaryrelief??只是暫時的減輕

Effectisonlyminor/NotEffective??作用效果有限Canburn燒燙Causespaininotherareasquickly在其它部位很快致痛Expensive價格貴Overallrating:

Reviewedby33customersSource:EThermaCareAswasthecaseforIcyHot,ThermaCarehasalsodevelopedsomeinterestingdeliverysystems.開發(fā)了一些有趣的給藥系統(tǒng)TheOTCtopicalanalgesicmarkethasseensomerecentexcitementwiththeintroductionofnewwaysofusingandapplyingthesameoldmedicine.給的給藥方式刺激了市場Newtothetopicalanalgesicmarket,thepatchsleevemethodsofdeliveringthesecounterirritantshavesparkedarenewedinterestwithconsumers.ThesetwomethodsofapplyingOTCtopicaltreatmentsarenotanewtreatment,justanewwayofdeliveringanoldtreatment.Procter&Gamble‘sThermaCaresawsalesover$100millioninitsfirstyearonthemarket.寶潔Thermacare銷售1億美元上市的第一年Aboxof3singleuseThermaCarepadscostsnearly$2perapplication(themanufacturerclaimsthatasingleapplicationcanproduceresultsthatlast8hours).MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionTigerBalmrepresentsQizheng’sclearestcompetition&thebrandyoucouldlearnthemostfrom虎牌是奇正最類似的標竿TigerBalmisacounterirritantointmentbasedonherbalingredients全天然草藥ItisderivedfromancientChinesesourcesmanufacturedbyHawParCorporation草藥來源于中國IfQizhengweretotrytoenterthemainstreamUSmarketQizheng‘sclearestdirectcompetitoraswellasthebrandwhichQizhengcouldbestlearnfrom.奇正要進入美國主流市場，應(yīng)學習虎牌SalesofTigerBalmandrelatedhealthcareproductsreachedapproximately$35Min2002andarenowestimatedtobeover$50M；02年銷售3500萬USD，05年5000萬USDSource:SwissMedicaAnnualReport2003TigerBalmIngredients:%byweightamountneededfor56ozbatch成分Mentholcrystals20%9.6oz.薄荷醇Camphorblocks32%15.36oz.樟腦Beeswax20%9.6oz.蜂蠟PetroleumJelly4%1.92oz.凡士林油OilofClove8%3.8oz.丁香油OilofCajuput8%3.8oz.白千層油OilofCinnamon8%3.8oz.肉桂油AmmoniumHydroxide1oz.(optional)氫氧化銨Ifammoniumhydroxideisadded,thecontentswillturnred.Source:WikipediaGlobalTigerBalmHistory(1870-1920)虎牌歷史AHakkaherbalistfromChinabythenameofAwChuKinleftChinaandestablishedamedicineshopinBritishcolonialRangoon,Berma(nowYangoon,Myanmar)inthelate1870'sTherehedevelopedtheformulaforTigerBalmandbegantosellit.Hehadtwosons,AwBoonHawandAwBoonPar.Afterthedeathofhisfather,AwBoonHawmarketedthebalmunderthebrandTigerBalm.1930-1970’s東南亞銷售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虎牌過去的20年Inthemid-1990’sTigerBalmdecidedtoentertheUS.90年代中期進入美國市場

Initiallyitwasunabletopenetratethemarket,evenafterhighmarketingspending.開始很難進入市場既是高市場投入Howeverafteryearsoflowerspendingithasbeenabletobuildasizablepositioninthemarket.但過去多年在低投入下多年逐步擴大了市場份額，達到今天的地位In1988,HAWPARBrothersgroupedTigerBalmanditsotherpharmaceuticalinterestsintoaseparateentitycalledTigerBalmLTD.(whichwassubsequentlyrenamedTigerMedicals)andfloated25%ofthecompany1988年將虎牌與其他藥物公司合并，并上市Today,TigerBalmisdistributedinover100countriesthroughouttheWorld虎牌已在100多國家銷售TigerBalmlineduptheTOPathletestobackitsbrandwhenitenteredtheUSmarket虎牌開始進入美國市場時，用了美國橄欖球明星作為代言WhenTigerBalmenteredtheU.S.marketitlearnedveryquicklythatthelocalmarketwassaturatedwithrubbingcreamsthatreducejointpainfromsportsinjuries.大投入后，虎牌很快意識到，美國運動損傷外用市場趨于飽和ItneededapromotionalpartnerwithinstantimagerecognitionintheU.S.美國運動損傷市場需要合適的推廣形式迅速建立形象TigerBalmfromSingaporepickedDanMarino,aHUGELYPOPULARAmericanprofessionalfootballplayer,toplugitscream.最后選用了橄欖球明星代言Source:WSJ,1997DanMarinowasasfamousintheUSasYaoMingisinChinaHoweverdespiteDanMarino,TigerBalmwasnotabletotakesharefrommarketleaders既是用了大牌明星也未獲得市場份額Nonetheless,theadvertisingdidnotsignificantlyincreaseTigerBalm‘smarketshare廣告并未大幅度提高銷售.Notenoughmoneywasspentontheexpensive30-and60-secondadstogetAmericanconsumerstogiveuptheirtraditionalbrandsandbuythenew,importedbrandfromSingapore.不足夠的30-60秒電視廣告不能使美國人放棄傳統(tǒng)產(chǎn)品而轉(zhuǎn)向新加坡的進口產(chǎn)品Afterincreasingspendingon30-and60-secondadvertisingspotstheywereonlythenabletogainshare后來提高廣告頻率，獲得了市場TigerBlam’sadvertisinghasevolvedagreatdealsincelaunching…TigerBalmisnolongerspendingonhighcostcelebrityendorsementsThisstrategyseemstohavepaidoff,assaleshavegrownMarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointment卡普莎生：早期成功、后期失望O24Case:Failure，O24的失敗ALCiSCase案例ConclusionCapsaicinisapowerfulirritantthatcancauseasevereskinreactionforsomeindividuals.卡普莎生強皮膚刺激，不少副作用CARLTOINSERTDESCRIPTIONOFCAPSAICINCapsasanbrandsrapidlypenetratedtheUSmarketin1996becauseofheavyphysicianbacking；因為醫(yī)生的支持1996年很快進入市場Theshake-upinexternalanalgesicsthatstartedwiththelaunchofthefirstcapsaicinbrandsin1996becamemoreofashake-outbytheendoflastyear.1996年的上市攪動了外用止痛藥的市場High-costcapsaicinformulationsinitiallytookthemarketbystormwiththeiruniquepain-blockingpropertiesandheavyphysicianbacking在醫(yī)生支持下的高價位并強勢上市，銷售成功Howeverthesebrandseventuallylostsomemarketshareby1999銷售下滑ZostrixRodlenLaboratories(privatelyheld)sellsZostrix,whichcontainsCapsaicin,acompoundfoundinhotpeppers.含有辣椒堿Source:SwissMedicaAnnualReport2003MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionSwissMedica’sO24BrandfacedacompetitivepositionsimilartothatwhichQizhengwouldface瑞士品牌，面臨奇正同樣的競爭地位Itisdifficulttoenoughtolaunchaproductinanymarket,letaloneoneclutteredwithindustrygiantssuchastopicalallagesics.面臨局部鎮(zhèn)痛藥的壟斷地位，對任何新產(chǎn)品的成功上市都是非常有挑戰(zhàn)的ThelastwasthedauntingchallengefacingRaghuKilambi,theCEOandfounderofSwissMedicaInc.最后的結(jié)果是萎縮-瑞士企業(yè)的總裁說Kilambididn‘tjusttakehisO24-brandedpainrelieverandtrytobestwell-establishedproductssuchasBengay,IcyHot;hetriedtooutmanoeuvretheirrespectivemakersbutassofarlargelyfailed：O24不僅想與領(lǐng)導(dǎo)品牌爭市場份額，而且想與其正面交鋒，最后非常失敗“Asasmallcompany,wecannotcompetedollarfordollarwithPfizer.Theyjusthavemoremoneythanwedo,”saysKilambi.“Andwithsomanyproductsinthechronic-reliefspace,ashortorsimplemagazineorradioadwon‘tdifferentiateourproduct.Wehavetodothingstheotherguysaren’tdoing.”總裁教訓：作為小公司不應(yīng)與輝瑞這樣的公司正面競爭，靠在普通媒體上用廣告來區(qū)別自己的小產(chǎn)品與眾多品牌非常困難，我們必須做別人沒有做的事Kilambifocusedissmallermarketingdollarsonguerrillamarketing,alooselydefinedtermthatmeansusingunconventionalmarketingtogetmaximumresultsfromminimalresources.總裁集中于小的細分市場并用游擊戰(zhàn)的策略，等于用非常規(guī)市場想用最小的資源獲得最大的市場SwissMedicadecidedtodistributeover2Msamplesontowelettes瑞士公司決定發(fā)放200萬樣品與小毛巾ThisapproachwaspossiblebecauseO24consistslargelyofessentialoils,whileitsmainrivalsusemoretraditionalingredientsinpillsandcreams.Kilambihasattemptedtobehighlyselectiveinhischoiceoftargets,allowingSwissMedicatotracksalesresultsfromeachcampaign.總裁試圖用每一個市場活動來獲得客戶Howeverthisstrategydidnotpayoff這一策略沒有收到回報Revenuesfellfrom$5.6Min2005toonly$1.8Min2006銷售從05年的560萬降到06年的160萬Onapositivenote,netlossesdecreasedfrom

-$10.0Min2005toonly-$2.5Min2006但虧損從從1000萬降到250萬AdvertisingMarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionALCiSALCiS‘coreproductisitsDailyReliefpainreliefcream.主要產(chǎn)品為消痛霜劑，同時上市了家用多種功能產(chǎn)品如清潔、保濕、涼爽、放松、香味等Inaddition,ALCiShaslaunchedafamilyoffourcomplementarytherapeuticproductsthatperformanumberoffunctions,i.e.cleansing,moisturizing,soothing,relaxing,scenting,etc.Importantly,becausetheincorporatedscientifictechnologyisbothflexibleandodorless,alargearrayofadditionalproductsisavailableforfuturedevelopment.公司試圖用高科技在產(chǎn)品種類和氣味方面下功夫發(fā)展系列產(chǎn)品ALCiSCoreProductsALCiShaslauncheditscoreproductandafamilyoffourcomplementarycompanionproducts:主要產(chǎn)品和四種家庭產(chǎn)品ALCiSDailyReliefPainReliefCream(CoreProduct)消痛霜TherapeuticBodySoak(ComplementaryProductExtension)治療性的身體浸泡TherapeuticBodyScrub(ComplementaryProductExtension)治療性全身擦洗TherapeuticBodyLotion(ComplementaryProductExtension)治療性身體洗液TherapeuticFootRub(ComplementaryProductExtension)治療性足擦劑

ALCiSkeyproductdifferentiators產(chǎn)品的差異First,ALCiSproductscanproviderecognizablerelieffromachesandpains.產(chǎn)品提供了認可的消痛效果Second,thepatentedandproprietaryLDSdeliverstheactiveingredientsmorequicklythantraditionaltopicalanalgesics.專利和獨家LDS技術(shù)更快釋放了活性Third,ALCiSproductsaremoreinthestyleofcosmetics-theydonothavetheodor,look,feelormarketingofthetraditionalstylepainreliefproducts.產(chǎn)品適應(yīng)方式很像化妝品，沒有氣味，外觀、感覺均類似OtherAdditionalFutureProducts其它的產(chǎn)品Somefutureproductswillbepainrelieverswhileotherswillbewithinaspaproductscategory.將來一些產(chǎn)品為消痛，但可以作為SPA的產(chǎn)品Allareincludedwithintheconceptofa“totalbodytherapysolution:”這些包括全身的解決方案MassageLotions,MassageOils按摩洗液，按摩油FootSoaks泡腳AfterShaveBalms剃須后CleansingBars清潔BARBathSalts鹽浴OtherAdditionalFutureProducts其它的產(chǎn)品DailyExfoliatingCleansersDermalRenewingLotionsAll-DayMoistureCreamsHydratingCreamsAcneCreams&EliminatorsShaveCreamsandLotionsSelfTanningLotionsSunburnTreatmentsYouthFacialSerumsFacialScrubsEyeFirmingSerumsDermatologicalLine(ForCosmeticProcedures)MarketingStrategy市場策略ALCiSlauncheditsproductsintheUStoabroadbaseofcustomersin2006.06年上市產(chǎn)品給廣大的目標人群ALCiS‘plannedmarketingstrategyistohaveanationwidecampaignofdirectresponse計劃全國性的推廣戰(zhàn)役，印刷媒體和電視(includingprintandtelevision),physicianorientedsamplingprogramsandapublicrelationscampaign,followedbyexpandeddistributionthroughretailchannels.醫(yī)生的樣品計劃，各種零售渠道ALCiSplanstoexpanditsmarketinganddistributioninternationallywhenitsproductshavebeensuccessfullylaunchedandestablishedintheUnitedStates.待產(chǎn)品在美國成功后，擬做全球品牌MarketingStrategyCont.市場策略ALCiS‘proposeddirectmarketingactivitiesincludeanationalpublicrelationscampaign,60-secondtelevisionspots,30-minuteinfomercials,homeshoppingnetworks,printadvertisingandInternet-basedadvertising.計劃直接對消費者的推廣包括電視廣告、家庭購物網(wǎng)，印刷廣告和互聯(lián)網(wǎng)廣告ALCiS‘planisdesignedtoeducateprospectivecustomerswhilecreatingwidespreadawareness