年度美国外用止痛药市场分析报告.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Review of the Topical,Analgesics in the US,美国外用止痛药市场,.5.24,Carl Jaramillo,卡尔,年度美国外用止痛药市场分析报告,第1页,Market Overview,Market Overview,普通情况,Major“Non-Natural Product”OTC Brands,主要,OTC,品牌,Direct Natural Product Competitors:,主要天然产品竞争对手,Tiger Balm Case:Early Disappointment,Later Success,虎牌早期不满意以后较成功案例,Capsasin Brands Case:Early Success,Later Disappointment,开普莎早期成功，后期不满意,O24 Case:Failure O24,失败案例,ALCiS Case,Conclusion,结论,年度美国外用止痛药市场分析报告,第2页,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,年度美国外用止痛药市场分析报告,第3页,While the overall OTC and RX pain medication market combined is huge,镇痛药处方药与,OTC,整体市场很大,In,the TOTAL U.S OTC and RX market for pain products was$12 billion,：,03,年,120,亿美元,By some measures,the US pain market alone is larger than the entire Chinese pharmaceutical market in,Source:sec.edgar-market for topical OTC is only$500 M-$700 M,外用,OTC,药,5-7,亿美元,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.,口服解热镇痛药如非甾抗炎药绝对为主,The market for COX-2s alone(such as Vioxx and Celebrex)exceeds$5,000,000,000(RMB 40,000,000,000).,仅环氧化酶,2,抑制剂药,50,亿美元,Source:sec.edgar-there is an opportunity for OTC products as the reputation of COX-2s suffers,因为环氧化酶,2,声誉正在降低，,OTC,产品仍有机会,Recent recalls of these 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 Annual Report,年度美国外用止痛药市场分析报告,第6页,In addition,the OTC analgesic market is fragmented,there are a few major brands OTC,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$250 million in.,奇正竞争对手除“奔盖”和“冰热,”,外还有其它许多小品牌,Behind these two market leaders are brands such as Nuprin and Aspercream,CARL TO ADD MORE BRANDS,Source:Swiss Medica Annual Report,年度美国外用止痛药市场分析报告,第7页,In the natural products market,there are two significant direct competitors,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),Capsaicin is a powerful irritant that can cause a severe skin reaction for some individuals.,皮肤局部刺激反应,Zostrix-Rodlen Laboratories(privately held)sells Zostrix,which contains Capsaicin,a compound found in hot peppers.,辣椒中提取,Capsin CARL TO INPUT DETAILS,Capsasin-P CARL TO INPUT DETAILS,Tiger Balm,虎牌,Tiger Balm is a counterirritant ointment based on herbal ingredients,derived from ancient Chinese sources,抗刺激膏剂、纯天然,It is manufactured by Haw Par Corporation(Singapore),新加坡虎豹医药,Sales of Tiger Balm and related healthcare products reached approximately$35 M in.,各种制剂,销售,3500,万美金,年度美国外用止痛药市场分析报告,第8页,Market Overview,Market Overview,Major Non-Natural Product OTC Brands,主要非天然,OTC,品牌,Direct Natural Product Competitors:,Tiger Balm Case:Early Disappointment,Later Success,Capsasin Brands Case:Early Success,Later Disappointment,O24 Case:Failure,ALCiS Case,Conclusion,年度美国外用止痛药市场分析报告,第9页,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,It was developed 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,The active ingredients vary by the version of the product.,主要成份含量在不一样处方中有所不一样,Bengay:Original,-contains 15%,甲基水杨酸,Methyl Salicylate and 10%,薄荷醇,Menthol,Bengay:Muscle Pain/Ultra Strength,肌肉痛和拉伤含,contains 30%,甲基水杨酸,Methyl Salicylate,10%,薄荷醇,Menthol,and 4%,樟脑,Camphor.,Bengay:Ice Extra Strength,contain 10%menthol.,Bengay:Muscle Pain/No Odor,无气味,contains 15%,三乙醇胺水杨酸,Triethanolamine Salicylate.,Bengay:Arthritis Extra Strength,30%Methyl Salicylate and 8%Menthol.,Source:Wikipedia,年度美国外用止痛药市场分析报告,第10页,Ben-Gay Packaging and Pricing,奔盖包装与价格,霜剂,Cream,6oz(170 g),$14(Unit Price:$0.08/g),Ointment(Greaseless),无油腻油膏,4oz(114 g),$7(Unit Price:$0.06/g),凝胶,Gel,4oz(114 g),$7(Unit Price:$0.06/g),贴剂,Patch,12 Large Patches/Box,$14(Unit Price:$0.80/patch*),*,Large patches are counted as two patches,年度美国外用止痛药市场分析报告,第11页,Bengay Marketing,CARL TO ADD MORE ABOUT MARKETING STRATEGY INTERNET IS DOWN AND I CANNOT DO RESEARCH,年度美国外用止痛药市场分析报告,第12页,Bengay Consumer Opinion,CARL TO ADD MORE ON CONSUMER OPINION SEE ICY HOT AS AN EXAMPLE,年度美国外用止痛药市场分析报告,第13页,Active Ingredients:Methyl Salicylate(30%),Menthol(10%),Inactive Ingredients:,非活性成份有,Carbomer,Cetyl Esters,Emulsifying Wax,Oleth-3 Phosphate,Stearic Acid,Triethanolamine,Water,注：活性成份与非活性成份标示主要为,FDA,外用镇痛药成份目录中有效成份必须标明，假如是草药成份，不能够宣传治疗作用，只能讲减轻帮助等,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 listed 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 cannot say cures or treats.,Source:Wikipedia,Amazon,Icy Hot,contains Methyl Salicylate&Menthol&several other inactive ingredients”,冰热：含有甲基水杨酸和其它非活性成份,年度美国外用止痛药市场分析报告,第14页,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,Icy Hot Extra Strength Medicated Patch,Large,5-Count Boxes(3 Pack)Price:$11.50,This product is a good pain reliever;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&muscle relief and this is the best!-,Bread Guy,Source:Amazon,Icy Hot comes in three delivery systems,冰热有三种制剂,年度美国外用止痛药市场分析报告,第15页,Icy Hot Marketing,冰热市场营销,Source:Wikipedia;www.forums.pharma-For Arthritis,对关节炎很好,Begins to Work on Contact,作用快,Goes On,Icy,to Dull The Pain,见冰消痛,Activates To,Hot,For Penetrating Warmth To Relax The Pain Away.,见热除痛,Icy Hot spent$18 million last year and generated almost$100 M in sales,去年市场投入,1800,万美元实现销售,1,亿美元,年度美国外用止痛药市场分析报告,第16页,Icy Hot is endorsed by Shaq,one of the most famous basketball players in the US,大鲨鱼代言,年度美国外用止痛药市场分析报告,第17页,While Shaq appeals largely to a men,Icy Hot is also endorsed by Mia Hamm as a way to reach women,另有女性明星,Mia Hamm,代言,Insert picture,of Mia Hamm,Insert picture,of Mia Hamm,年度美国外用止痛药市场分析报告,第18页,Developments of new formulations of Icy Hot,新制剂开发,The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine,新制剂和给药路径刺激了市场,Sleeve methods of delivering these counterirritants have sparked a renewed interest with consumers,护套给药方法减轻了局部刺激并唤起一些消费者兴趣,IcyHot has spent millions in marketing and endorsements on their IcyHot Sleeve,年度美国外用止痛药市场分析报告,第19页,Icy Hot Customer Opinion,消费者对“冰热”评价,Pro,Fast acting pain relief,快速起效,Inexpensive,廉价,No side effects,无副反应,Is not greasy,不油腻,Con,Strong,bad smell ,感觉强烈，不好气味,Only temporary relief,只是暂时减轻,Effect is only minor/Not Effective,作用效果有限,Can burn,烧烫,Causes pain in other areas quickly,在其它部位很快致痛,Expensive,价格贵,Overall rating:,Reviewed by 33 customers,Source:E,年度美国外用止痛药市场分析报告,第20页,ThermaCare,As was the case for Icy Hot,ThermaCare has also developed some interesting delivery systems.,开发了一些有趣给药系统,The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine.,给给药方式刺激了市场,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&Gambles ThermaCare saw sales over$100 million in its first year on the market.,宝洁,Thermacare,销售,1,亿美元上市第一年,A box of 3 single use ThermaCare pads costs nearly$2 per application(the manufacturer claims that a single application can produce results that last 8 hours).,年度美国外用止痛药市场分析报告,第21页,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,年度美国外用止痛药市场分析报告,第22页,Tiger Balm represents Qizhengs clearest competition&the brand you could learn the most from,虎牌是奇正最类似标竿,Tiger Balm is a counterirritant ointment based on herbal ingredients,全天然草药,It is derived from ancient Chinese sources manufactured by Haw Par Corporation,草药起源于中国,If Qizheng were to try to enter the mainstream US market Qizhengs clearest direct competitor as well as the brand which Qizheng could best learn from.,奇正要进入美国主流市场，应学习虎牌,Sales of Tiger Balm and related healthcare products reached approximately$35 M in and are now estimated to be over$50 M,；,02,年销售,3500,万,USD,，,05,年,5000,万,USD,Source:Swiss Medica Annual Report,年度美国外用止痛药市场分析报告,第23页,Tiger Balm,Ingredients:%by weight amount needed for 56 oz batch,成份,Menthol crystals 20%9.6 oz.,薄荷醇,Camphor blocks 32%15.36 oz.,樟脑,Beeswax 20%9.6 oz.,蜂蜡,Petroleum Jelly 4%1.92 oz.,凡士林油,Oil of Clove 8%3.8 oz.,丁香油,Oil of Cajuput 8%3.8 oz.,白千层油,Oil of Cinnamon 8%3.8 oz.,肉桂油,Ammonium Hydroxide 1 oz.(optional),氢氧化铵,If ammonium hydroxide is added,the contents will turn red.,Source:Wikipedia,年度美国外用止痛药市场分析报告,第24页,Global Tiger Balm History(1870-1920),虎牌历史,A Hakka herbalist from China by the name of Aw Chu Kin left China and established a medicine shop in British colonial Rangoon,Berma(now Yangoon,Myanmar)in the late 1870s,There he developed the formula for Tiger Balm and began to sell it.,He had two sons,Aw Boon Haw and Aw Boon Par.,After the death of his father,Aw Boon Haw marketed the balm under the brand Tiger Balm.,年度美国外用止痛药市场分析报告,第25页,1930-1970s,东南亚销售,Being a marketing genius,Aw Boon Haw made a success of selling Tiger Balm into Singapore,Malaysia,Hong Kong,Batavia,Thailand&some cities in China.,Today,Tiger Balm is owned by Haw Par Corporation,listed in Singapore,虎豹企业新加坡上市企业,It licensed Tiger Balm to Haw Par to market,manufacture,distribute and sell Tiger Balm worldwide.,年度美国外用止痛药市场分析报告,第26页,1980s Today,虎牌过去,20,年,In the mid-1990s Tiger Balm decided to enter the US.90,年代中期进入美国市场,Initially it was unable to penetrate the market,even after high marketing spending.,开始极难进入市场既是高市场投入,However after years of lower spending it has been able to build a sizable position in the market.,但过去多年在低投入下多年逐步扩大了市场份额，到达今天地位,In 1988,HAW PAR Brothers grouped Tiger Balm and its other pharmaceutical interests into a separate entity called Tiger Balm LTD.(which was subsequently renamed Tiger Medicals)and floated 25%of the company 1988,年将虎牌与其它药品企业合并，并上市,年度美国外用止痛药市场分析报告,第27页,Today,Tiger Balm is distributed in over 100 countries throughout the World,虎牌已在,100,多国家销售,年度美国外用止痛药市场分析报告,第28页,Tiger Balm lined up the,TOP,athletes to back its brand when it entered the US market,虎牌开始进入美国市场时，用了美国橄榄球明星作为代言,When Tiger Balm entered the U.S.market it learned very quickly that the local market was saturated with rubbing creams that reduce joint pain from sports injuries.,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,It needed a promotional partner with instant image recognition in the U.S.,美国运动损伤市场需要适当推广形式快速建立形象,Tiger Balm from Singapore picked Dan Marino,a HUGELY POPULAR American professional football player,to plug its cream.,最终选取了橄榄球明星代言,Source:WSJ,1997,年度美国外用止痛药市场分析报告,第29页,Dan Marino was as famous in the US as Yao Ming is in China,年度美国外用止痛药市场分析报告,第30页,However despite Dan Marino,Tiger Balm was not able to take share from market leaders,既是用了大牌明星也未取得市场份额,Nonetheless,the advertising did not significantly increase Tiger Balms market share,广告并未大幅度提升销售,.,Not enough money was spent on the expensive 30-and 60-second ads to get American consumers to give up their traditional brands and buy the new,imported brand from Singapore.,不足够,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进口产品,After increasing spending on 30-and 60-second advertising spots they were only then able to gain share,以后提升广告频率，取得了市场,年度美国外用止痛药市场分析报告,第31页,Tiger Blams advertising has evolved a great deal since launching,年度美国外用止痛药市场分析报告,第32页,Tiger Balm is no longer spending on high cost celebrity endorsements,年度美国外用止痛药市场分析报告,第33页,This strategy seems to have paid off,as sales have grown,年度美国外用止痛药市场分析报告,第34页,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,卡普莎生：早期成功、后期失望,O24 Case:Failure,，,O24,失败,ALCiS Case,案例,Conclusion,年度美国外用止痛药市场分析报告,第35页,Capsaicin is a powerful irritant that can cause a severe skin reaction for some individuals.,卡普莎生强皮肤刺激，不少副作用,CARL TO INSERT DESCRIPTION OF CAPSAICIN,年度美国外用止痛药市场分析报告,第36页,Capsasan brands rapidly penetrated the US market in 1996 because of heavy physician backing,；因为医生支持,1996,年很快进入市场,The shake-up in external analgesics that started with the launch of the first capsaicin brands in 1996 became more of a shake-out by the end of last year.1996,年上市搅动了外用止痛药市场,High-cost capsaicin formulations initially took the market by storm with their unique pain-blocking properties and heavy physician backing,在医生支持下高价位并强势上市，销售成功,However these brands eventually lost some market share by 1999,销售下滑,年度美国外用止痛药市场分析报告,第37页,Zostrix,Rodlen Laboratories(privately held)sells Zostrix,which contains Capsaicin,a compound found in hot peppers.,含有辣椒碱,Source:Swiss Medica Annual Report,年度美国外用止痛药市场分析报告,第38页,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,年度美国外用止痛药市场分析报告,第39页,Swiss Medicas O24 Brand faced a competitive position similar to that which Qizheng would face,瑞士品牌，面临奇正一样竞争地位,It is difficult to enough to launch a product in any market,let alone one cluttered with industry giants such as topical allagesics.,面临局部镇痛药垄断地位，对任何新产品成功上市都是非常有挑战,The last was the daunting challenge facing Raghu Kilambi,the CEO and founder of Swiss Medica Inc.,最终结果是萎缩,-,瑞士企业总裁说,年度美国外用止痛药市场分析报告,第40页,Kilambi didnt just take his O24-branded pain reliever and try to best well-established products such as Bengay,Icy Hot;he tried to outmanoeuvre their respective makers but as so far largely failed,：,O24,不但想与领导品牌争市场份额，而且想与其正面交锋，最终非常失败,“,As a small company,we cannot compete dollar for dollar with Pfizer.They just have m