【正文】 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 es in three delivery systems冰熱有三種制劑 Icy Hot Marketing冰熱市場營銷 ? Claims: 宣傳語 –Great For Arthritis 對關節(jié)炎很好 –Begins to Work on Contact 作用快 –Goes On Icy to Dull The Pain 見冰消痛 –Activates To Hot For Perating Warmth To Relax The Pain Away. 見熱除痛 ? Icy Hot spent $18 million last year and generated almost $100 M in sales去年市場投入1800萬美元實現(xiàn)銷售 1億美元 Icy Hot is endorsed by Shaq, one of the most famous basketball players in the US大鯊魚代言 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新制劑的開發(fā) ? The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine 新制劑和給藥途徑刺激了市場 ? Sleeve methods of delivering these counterirritants have sparked a renewed interest with consumers 護套給藥方法減輕了局部刺激并喚起一些消費者的興趣 ? IcyHot has spent millions in marketing and endorsements on their IcyHot Sleeve Icy Hot Customer Opinion 消費者對“冰熱”的評價 ? Pro ? Fast acting pain relief 快速起效??????????? ? Inexpensive ? 便宜 ? No side effects ? 無副反應 ? Is not greasy不油膩 ? Con ? Strong, bad smell ?? ???????? 感覺強烈，不好的氣味 ? Only temporary relief??只是暫時的減輕 ? Effect is only minor/Not Effective?? 作用效果有限 ? Can burn 燒燙 ? Causes pain in other areas quickly 在其它部位很快致痛 ? Expensive 價格貴 Overall rating: Reviewed by 33 customers Source: ThermaCare ? As was the case for Icy Hot, ThermaCare has also developed some interesting delivery systems. 開發(fā)了一些有趣的給藥系統(tǒng) ? The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine. 給的給藥方式刺激了市場 ? 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 Gamble?s ThermaCare saw sales over $100 million in its first year on the market . 寶潔 Thermacare 銷售 1億美元上市的第一年 ? 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 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 Tiger Balm represents Qizheng?s clearest petition the brand you could learn the most from 虎牌是奇正最類似的標竿 ? Tiger Balm is a counterirritant ointment based on herbal ingredients 全天然草藥 ? It is derived from ancient Chinese sources manufactured by Haw Par Corporation 草藥來源于中國 ? If Qizheng were to try to enter the mainstream US market Qizheng?s clearest direct petitor as well as the brand which Qizheng could best learn from. 奇正要進入美國主流市場，應學習虎牌 ? Sales of Tiger Balm and related healthcare products reached approximately $35 M in 2023 and are now estimated to be over $50 M； 02年銷售 3500萬 USD， 05年5000萬 USD Source: Swiss Medica Annual Report 2023 Tiger Balm ? Ingredients: % by weight amount needed for 56 oz batch 成分 – Menthol crystals 20% oz. 薄荷醇 – Camphor blocks 32% oz. 樟腦 – Beeswax 20% oz. 蜂蠟 – Petroleum Jelly 4% oz. 凡士林油 – Oil of Clove 8% oz. 丁香油 – Oil of Cajuput 8% oz. 白千層油 – Oil of Cinnamon 8% oz. 肉桂油 – Ammonium Hydroxide 1 oz. (optional) 氫氧化銨 ? If ammonium hydroxide is added, the contents will turn red. Source: Wikipedia Global Tiger Balm History (18701920) 虎牌歷史 ? 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 187039。s ? 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 Bo