某年度美国外用止痛药市场分析报告

ReviewoftheTopicalAnalgesicsintheUS美国外用止痛药市场2007.5.24CarlJaramillo卡尔MarketOverviewMarketOverview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MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionWhiletheoverallOTCandRXpainmedicationmarketcombinedishuge…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,theUSpainmarketaloneislargerthantheentireChinesepharmaceuticalmarketin2003Source:/2005/03/31/0001144204-05-009623/Section2.asp…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:/2006/07/13/0001193125-06-146047/Section3.aspHoweverthereisanopportunityforOTCproductsasthereputationofCOX-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:SwissMedica2003AnnualReportInaddition,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BehindthesetwomarketleadersarebrandssuchasNuprinandAspercreamCARLTOADDMOREBRANDSSource:SwissMedica2003AnnualReportInthenaturalproductsmarket,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MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrands主要非天然OTC品牌DirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionBengay,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:WikipediaBen-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*)*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,AmazonIcyHot,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:$11.50Thisproductisagoodpainreliever;however,thebalmdoesnotspreadnearlyaswellasthetubesofcream.-DorothyHItriedallthepatchstylemedicationsforpain&musclereliefandthisisthebest!-BreadGuySource:AmazonIcyHotcomesinthreedeliverysystems冰热有三种制剂IcyHotMarketing冰热市场营销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InsertpictureofMiaHammInsertpictureofMiaHammDevelopmentsofnewformulationsofIcyHot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:

Reviewedby33customersSource:EThermaCareAswasthecaseforIcyHot,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).MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionTigerBalmrepresentsQizheng’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USDSource:SwissMedicaAnnualReport2003TigerBalmIngredients:%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:WikipediaGlobalTigerBalmHistory(1870-1920)虎牌历史AHakkaherbalistfromChinabythenameofAwChuKinleftChinaandestablishedamedicineshopinBritishcolonialRangoon,Berma(nowYangoon,Myanmar)inthelate1870'sTherehedevelopedtheformulaforTigerBalmandbegantosellit.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,1997DanMarinowasasfamousintheUSasYaoMingisinChinaHoweverdespiteDanMarino,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…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的失败ALCiSCase案例ConclusionCapsaicinisapowerfulirritantthatcancauseasevereskinreactionforsomeindividuals.卡普莎生强皮肤刺激，不少副作用CARLTOINSERTDESCRIPTIONOFCAPSAICINCapsasanbrandsrapidlypenetratedtheUSmarketin1996becauseofheavyphysicianbacking；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ZostrixRodlenLaboratories(privatelyheld)sellsZostrix,whichcontainsCapsaicin,acompoundfoundinhotpeppers.含有辣椒碱Source:SwissMedicaAnnualReport2003MarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionSwissMedica’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AdvertisingMarketOverviewMarketOverviewMajor"Non-NaturalProduct"OTCBrandsDirectNaturalProductCompetitors:TigerBalmCase:EarlyDisappointment,LaterSuccessCapsasinBrandsCase:EarlySuccess,LaterDisappointmentO24Case:FailureALCiSCaseConclusionALCiSALCiS‘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ALCiSCoreProductsALCiShaslauncheditscoreproductandafamilyoffourcomplementarycompanionproducts: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‘planisdesignedtoeducateprospectivecustomerswhilecreatingwidespreadawareness