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1、Review of the TopicalAnalgesics in the US美国外用止痛药市场,2007.5.24Carl Jaramillo卡尔,更多内容欢迎莅临天马行空官方博克：http:/,Market Overview,Market Overview 一般情况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 虎牌早期不满意后来较成功的案例Capsasin
2、Brands Case:Early Success,Later Disappointment 开普莎早期成功，后期不满意O24 Case:Failure O24 的失败案例ALCiS Case Conclusion 结论,Market Overview,Market OverviewMajor Non-Natural Product OTC BrandsDirect Natural Product Competitors:Tiger Balm Case:Early Disappointment,Later SuccessCapsasin Brands Case:Early Success,La
3、ter Disappointment O24 Case:FailureALCiS CaseConclusion,While the overall OTC and RX pain medication market combined is huge镇痛药的处方药与OTC 整体市场很大,In 2003,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
4、 pharmaceutical market in 2003,Source:http:/sec.edgar-,the 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 marke
5、t.口服的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:http:/sec.edgar-,However there is an opportunity for OTC products as the reputation of COX-2s suffers 由于环氧化酶2的声誉正在降低，OTC产品仍有机会,Recent recalls of these prescript
6、ion 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 Annual Report,In
7、addition,the OTC analgesic market is fragmented,there are a few major brands OTC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$250 million in 2002.奇正的竞争对手除“奔盖”和“冰热”外还有其它许多小品牌Behind t
8、hese two market leaders are brands such as Nuprin and Aspercream CARL TO ADD MORE BRANDS,Source:Swiss Medica 2003 Annual Report,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
9、 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 DETAILSCapsasin-P CARL TO INPUT DETAILSTiger Balm 虎牌Tiger Balm is a counterirritant ointment
10、 based on herbal ingredients,derived from ancient Chinese sources 抗刺激的膏剂、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 2002.各种制剂2003销售3500万美金,Market Overview,Market OverviewMajor Non-Natural Product OTC
11、 Brands主要非天然OTC品牌Direct Natural Product Competitors:Tiger Balm Case:Early Disappointment,Later SuccessCapsasin Brands Case:Early Success,Later Disappointment O24 Case:FailureALCiS CaseConclusion,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、
12、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.主要成分的含量在不同处方中有所不同Bengay:Original-contains 15%甲基水杨酸Methyl Salicylate and 10%薄荷醇MentholBengay:Muscle Pain/Ultra Strength
13、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,Ben-Gay Packaging and
14、Pricing奔盖包装与价格,霜剂Cream,6oz(170 g),$14(Unit Price:$0.08/g),Ointment(Greaseless),无油腻的油膏 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,Bengay Marketing,CARL TO ADD MORE ABOUT
15、MARKETING STRATEGY INTERNET IS DOWN AND I CANNOT DO RESEARCH,Bengay Consumer Opinion,CARL TO ADD MORE ON CONSUMER OPINION SEE ICY HOT AS AN EXAMPLE,Active Ingredients:Methyl Salicylate(30%),Menthol(10%)Inactive Ingredients:非活性成分有Carbomer,Cetyl Esters,Emulsifying Wax,Oleth-3 Phosphate,Stearic Acid,Tr
16、iethanolamine,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: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 i
17、n 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
18、 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Icy Hot Extra Strength Medicated Patch,Large,5-Count Boxes(3 Pack)Price:$11.50,This produc
19、t 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,Icy Hot Marketing冰热市场营销,Source:Wikipe
20、dia;http:/www.forums.pharma-,Claims:宣传语Great 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,Icy Hot is end
21、orsed by Shaq,one of the most famous basketball players in the US大鲨鱼代言,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,Developments of new formulations of Icy Hot新制剂的开发,The OTC top
22、ical 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的兴趣IcyHot has spent millions in mar
23、keting and endorsements on their IcyHot Sleeve,Icy Hot Customer Opinion 消费者对“冰热”的评价,ProFast acting pain relief 快速起效Inexpensive 便宜No side effects 无副反应Is not greasy不油腻,ConStrong,bad smell 感觉强烈，不好的气味Only temporary relief只是暂时的减轻 Effect is only minor/Not Effective 作用效果有限Can burn 烧烫Causes pain in other ar
24、eas quickly 在其它部位很快致痛Expensive 价格贵,Overall rating:Reviewed by 33 customers,Source:E,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The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of
25、 using and applying the same old medicine.给的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 deliver
26、ing an old treatment.Procter&Gambles ThermaCare saw sales over$100 million in its first year on the market.宝洁Thermacare 销售1亿美元上市的第一年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).,Market Ov
27、erview,Market OverviewMajor Non-Natural Product OTC BrandsDirect Natural Product Competitors:Tiger Balm Case:Early Disappointment,Later SuccessCapsasin Brands Case:Early Success,Later Disappointment O24 Case:FailureALCiS CaseConclusion,Tiger Balm represents Qizhengs clearest competition&the brand yo
28、u could learn the most from 虎牌是奇正最类似的标竿,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 草药来源于中国If Qizheng were to try to enter the mainstream US market Qizhengs clearest direct competitor as well
29、 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 2002 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 2003,Tiger Balm,Ingredients:%by weight amount ne
30、eded for 56 oz batch 成分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
31、turn red.,Source:Wikipedia,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 sel
32、l 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.,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.
33、Today,Tiger Balm is owned by Haw Par Corporation,listed in Singapore 虎豹公司新加坡上市公司,It licensed Tiger Balm to Haw Par to market,manufacture,distribute and sell Tiger Balm worldwide.,1980s Today 虎牌过去的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 penetrat
34、e the market,even after high marketing spending.开始很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，达到今天的地位,In 1988,HAW PAR Brothers grouped Tiger Balm and its other pharmaceutical interests into a separate entity call
35、ed Tiger Balm LTD.(which was subsequently renamed Tiger Medicals)and floated 25%of the company 1988年将虎牌与其他药物公司合并，并上市,Today,Tiger Balm is distributed in over 100 countries throughout the World 虎牌已在100多国家销售,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
36、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合适的推广形式迅速建
37、立形象Tiger Balm from Singapore picked Dan Marino,a HUGELY POPULAR American professional football player,to plug its cream.最后选用了橄榄球明星代言,Source:WSJ,1997,Dan Marino was as famous in the US as Yao Ming is in China,However despite Dan Marino,Tiger Balm was not able to take share from market leaders 既是用了大牌明
38、星也未获得市场份额,Nonetheless,the advertising did not significantly increase Tiger Balms market share广告并未大幅度提高销售.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.不足够的30-60秒电视广告不能使美国人放弃
39、传统产品而转向新加坡的进口产品After increasing spending on 30-and 60-second advertising spots they were only then able to gain share 后来提高广告频率，获得了市场,Tiger Blams advertising has evolved a great deal since launching,Tiger Balm is no longer spending on high cost celebrity endorsements,This strategy seems to have paid
40、off,as sales have grown,Market Overview,Market OverviewMajor Non-Natural Product OTC BrandsDirect Natural Product Competitors:Tiger Balm Case:Early Disappointment,Later SuccessCapsasin Brands Case:Early Success,Later Disappointment 卡普莎生：早期成功、后期失望O24 Case:Failure，O24的失败ALCiS Case 案例Conclusion,Capsaic
41、in 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,Capsasan brands rapidly penetrated the US market in 1996 because of heavy physician backing；因为医生的支持1996年很快进入市场,The shake-up in external analgesics that started
42、 with the launch of the first capsaicin brands in 1996 became more of a shake-out by the end of last year.1996年的上市搅动了外用止痛药的市场High-cost capsaicin formulations initially took the market by storm with their unique pain-blocking properties and heavy physician backing 在医生支持下的高价位并强势上市，销售成功However these br
43、ands eventually lost some market share by 1999 销售下滑,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 2003,Market Overview,Market OverviewMajor Non-Natural Product OTC BrandsDirect Natural Product
44、 Competitors:Tiger Balm Case:Early Disappointment,Later SuccessCapsasin Brands Case:Early Success,Later Disappointment O24 Case:FailureALCiS CaseConclusion,Swiss Medicas O24 Brand faced a competitive position similar to that which Qizheng would face 瑞士品牌，面临奇正同样的竞争地位,It is difficult to enough to laun
45、ch a product in any market,let alone one cluttered with industry giants such as topical allagesics.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The last was the daunting challenge facing Raghu Kilambi,the CEO and founder of Swiss Medica Inc.最后的结果是萎缩-瑞士企业的总裁说,Kilambi didnt just take his O24-branded pain reliever
46、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“As a small company,we cannot compete dollar for dollar with Pfizer.They just have more money than we do,”says Kilambi.“And
47、with so many products in the chronic-relief 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,Kilambi focused is smaller marketing dollars on guerrilla market
48、ing,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SwissMedica decided to distribute over 2 M samples on towelettes 瑞士公司决定发放200万样品与小毛巾This approach was possible because O24 consists largely of e
49、ssential 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 to track sales results from each campaign.总裁试图用每一个市场活动来获得客户,However this strategy did not pay off 这一策略没有收到回报,Revenues f
50、ell from$5.6 M in 2005 to only$1.8 M in 2006销售从05年的560万降到06 年的160万On a positive note,net losses decreased from-$10.0 M in 2005 to only-$2.5 M in 2006 但亏损从从1000万降到250万Advertising,Market Overview,Market OverviewMajor Non-Natural Product OTC BrandsDirect Natural Product Competitors:Tiger Balm Case:Earl
