某年度美國(guó)外用止痛藥市場(chǎng)分析報(bào)告-wenkub
2023-03-05 07:46:00 本頁(yè)面
【正文】 al allagesics. 面臨局部鎮(zhèn)痛藥的壟斷地位，對(duì)任何新產(chǎn)品的成功上市都是非常有挑戰(zhàn)的 ? The last was the daunting challenge facing Raghu Kilambi, the CEO and founder of Swiss Medica Inc. 最后的結(jié)果是萎縮 瑞士企業(yè)的總裁說(shuō) ? Kilambi didn?t just take his O24branded pain reliever and try to best wellestablished products such as Bengay, Icy Hot。Review of the Topical Analgesics in the US 美國(guó)外用止痛藥市場(chǎng) Carl Jaramillo 卡爾 Market Overview ? Market Overview 一般情況 ? Major “NonNatural Product” OTC Brands主要 OTC品牌 ? Direct Natural Product Competitors: 主要天然產(chǎn)品競(jìng)爭(zhēng)對(duì)手 –Tiger Balm Case: Early Disappointment, Later Success 虎牌早期不滿意后來(lái)較成功的案例 –Capsasin Brands Case: Early Success, Later Disappointment 開(kāi)普莎早期成功，后期不滿意 –O24 Case: Failure O24 的失敗案例 –ALCiS Case ? Conclusion 結(jié)論 Market Overview ? Market Overview ? Major NonNatural 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 While the overall OTC and RX pain medication market bined is huge… 鎮(zhèn)痛藥的處方藥與 OTC 整體市場(chǎng)很大 ? In 2023, the TOTAL OTC and RX market for pain products was $12 billion： 03年 120億美元 ? By some measures, the US pain market alone is larger than the entire Chinese pharmaceutical market in 2023 Source: …the market for topical OTC is only $500 M $700 M 外用 OTC藥 57億美元 ? However, sales of OTC topical analgesics are estimated to be only $500 $700 million ? Prescription products, such as opioids and “NSAIDs” such as COX2 inhibitors constitute most of the market. 口服的解熱鎮(zhèn)痛藥如非甾抗炎藥絕對(duì)為主 –The market for COX2?s alone (such as Vioxx and Celebrex) exceeds $5,000,000,000 (RMB 40,000,000,000). 僅環(huán)氧化酶 2抑制劑藥 50億美元 Source: However there is an opportunity for OTC products as the reputation of COX2s suffers 由于環(huán)氧化酶 2的聲譽(yù)正在降低， OTC產(chǎn)品仍有機(jī)會(huì) ? Recent recalls of these prescription medications bined with Qizheng?s efficaciousness in treating pain sufferers may increase the market opportunity. ? Much of that estimated prescription pain reliever marketplace might be susceptible to peration by OTC products, such as that of Qizheng39。 he tried to outmanoeuvre their respective makers but as so far largely failed： O24不僅想與領(lǐng)導(dǎo)品牌爭(zhēng)市場(chǎng)份額，而且想與其正面交鋒，最后非常失敗 ? “As a small pany, we cannot pete dollar for dollar with Pfizer. They just have more money than we do,” says Kilambi. “And with so many products in the chronicrelief space, a short or simple magazine or radio ad won‘t differentiate our product. We have to do things the other guys aren’t doing.”總裁教訓(xùn)：作為小公司不應(yīng)與輝瑞這樣的公司正面競(jìng)爭(zhēng)，靠在普通媒體上用廣告來(lái)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(méi)有做的事 ? Kilambi focused is smaller marketing dollars on guerrilla marketing, a loosely defined term that means using unconventional marketing to get maximum results from minimal resources. 總裁集中于小的細(xì)分市場(chǎng)并用游擊戰(zhàn)的策略，等于用非常規(guī)市場(chǎng)想用最小的資源獲得最大的市場(chǎng) ? SwissMedica decided to distribute over 2 M samples on towelettes 瑞士公司決定發(fā)放 200萬(wàn)樣品與小毛巾 – 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 to track sales results from each campaign. 總裁試圖用每一個(gè)市場(chǎng)活動(dòng)來(lái)獲得客戶 However this strategy did not pay off 這一策略沒(méi)有收到回報(bào) ? Revenues fell from $ M in 2023 to only $ M in 2023銷售從 05年的 560萬(wàn)降到 06 年的 160萬(wàn) ? On a positive note, losses decreased from $ M in 2023 to only $ M in 2023 但虧損從從 1000萬(wàn)降到 250萬(wàn) ? Advertising Market Overview ? Market Overview ? Major NonNatural 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 ALCiS ? ALCiS? core product is its Daily Relief pain relief cream. 主要產(chǎn)品為消痛霜?jiǎng)瑫r(shí)上市了家用多種功能產(chǎn)品如清潔、保濕、涼爽、放松、香味等 ? In addition, ALCiS has launched a family of four plementary therapeutic products that perform a number of functions, . 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. 公司試圖用高科技在產(chǎn)品種類和氣味方面下功夫發(fā)
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