【正文】 a few major brands OTC的鎮(zhèn)痛藥市場分散 ? In the topical market, Qizheng?s petitors are products such as, but not limited to Ben Gay and Ice Hot, with the total bined market sales estimated to be $250 million in 2020. ?奇正的競爭對手除“奔蓋”和“冰熱 ”外還有其它許多小品牌 ? Behind these two market leaders are brands such as Nuprin and Aspercream ? CARL TO ADD MORE BRANDS Source: Swiss Medica 2020 Annual Report 中管網(wǎng)制造業(yè)頻道 In the natural products market, there are two significant direct petitors 在天然外用產(chǎn)品止痛市場只有兩個直接對手 ? Capsasin 開普莎生 (Zostrix, Capsin, CapsasinP, etc) – Capsaicin is a powerful irritant that can cause a severe skin reaction for some individuals. 皮膚局部刺激反應 – Zostrix Rodlen Laboratories (privately held) sells Zostrix, which contains Capsaicin, a pound found in hot peppers. 辣椒中提取 – Capsin – CARL TO INPUT DETAILS – CapsasinP – CARL TO INPUT DETAILS ? Tiger Balm 虎牌 – Tiger Balm is a counterirritant ointment based on herbal ingredients, derived from ancient Chinese sources 抗刺激的膏劑、純天然 – It is manufactured by Haw Par Corporation (Singapore)新加坡虎豹醫(yī)藥 – Sales of Tiger Balm and related healthcare products reached approximately $35 M in 2020. 各種制劑 2020銷售 3500萬美金 中管網(wǎng)制造業(yè)頻道 Market Overview ? Market Overview ? Major NonNatural 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 中管網(wǎng)制造業(yè)頻道 Bengay, the market leader, is a bo of Methyl Salicylate, Menthol, and sometimes Camphor 奔蓋為領導品牌含甲基水楊酸、薄荷醇、樟腦 ? It was developed in France by Dr. Jules Bengue, and brought to America in 1898. It is now produced by Pfizer. 1898年法國開發(fā)由輝瑞生產(chǎn) ? The active ingredients vary by the version of the product. 主要成分的含量在不同處方中有所不同 – Bengay: Original contains 15%甲基水楊酸 Methyl Salicylate and 10%薄荷醇 Menthol – Bengay: Muscle Pain/Ultra Strength 肌肉痛和拉傷含 contains 30%甲基水楊酸 Methyl Salicylate, 10%薄荷醇 Menthol, and 4%樟腦Camphor. – Bengay: Ice Extra Strength contain 10% menthol. – Bengay: Muscle Pain/No Odor 無氣味 contains 15% 三乙醇胺水楊酸 Triethanolamine Salicylate. – Bengay: Arthritis Extra Strength 30% Methyl Salicylate and 8% Menthol. Source: Wikipedia 中管網(wǎng)制造業(yè)頻道 BenGay Packaging and Pricing奔蓋包裝與價格 ? 霜劑 Cream, 6oz (170 g), $14 (Unit Price: $) Ointment (Greaseless),無油膩的油膏 4oz (114 g), $7 (Unit Price: $) 凝膠 Gel, 4oz (114 g), $7 (Unit Price: $) ? 貼劑 Patch, 12 Large Patches/Box, $14 (Unit Price: $*) * Large patches are counted as two patches 中管網(wǎng)制造業(yè)頻道 Bengay Marketing ? CARL TO ADD MORE ABOUT MARKETING STRATEGY – INTERNET IS DOWN AND I CANNOT DO RESEARCH 中管網(wǎng)制造業(yè)頻道 Bengay Consumer Opinion ? CARL TO ADD MORE ON CONSUMER OPINION – SEE ICY HOT AS AN EXAMPLE 中管網(wǎng)制造業(yè)頻道 ? Active Ingredients: Methyl Salicylate (30%), Menthol (10%) ? Inactive Ingredients: 非活性成分有 – Carbomer, – Cetyl Esters, – Emulsifying Wax, – Oleth3 Phosphate, – Stearic Acid, – Triethanolamine, – Water 注：活性成分與非活性成分的標示主要為 FDA 外用鎮(zhèn)痛藥成分目錄中的有效成分必須標明，如果是草藥成分，不可以宣傳治療作用，只能講減輕幫助等 ? NOTE: The labeling of an ingredient as ‘a(chǎn)ctive’ 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 FDA’s External Alegesic Monogram. If there are any other ingredients not listed in the monograph which are ‘a(chǎn)ctive’ 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 amp。 several other ?inactive ingredients?”冰熱：含有甲基水楊酸和其它非活性成分 中管網(wǎng)制造業(yè)頻道 膏劑 BALM. Price: $ 霜劑 CREAM, 35g. Price: $. Unit (g) Price: $冰熱強力含藥貼 Icy Hot Extra Strength Medicated Patch, Large, 5Count Boxes (3 Pack) Price: $ This product is a good pain reliever。 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 中管網(wǎng)制造業(yè)頻道 Icy Hot Marketing冰熱市場營銷 Source: Wikipedia。 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). 中管網(wǎng)制造業(yè)頻道 Market Overview