某年度美国外用止痛药市场分析报告.ppt

ReviewoftheTopical
AnalgesicsintheUS
美国外用止痛药市场MarketOverviewWhiletheoverallOTCandRXpainmedicationmarketcombinedishuge…镇痛药的处方药与OTC整体市场很大…themarketfortopicalOTCisonly$500M-$700M外用OTC药5-7亿美元HoweverthereisanopportunityforOTCproductsasthereputationofCOX-2ssuffers由于环氧化酶2的声誉正在降低，OTC产品仍有机会Inaddition,theOTCanalgesicmarketisfragmented,thereareafewmajorbrandsOTC的镇痛药市场分散Inthenaturalproductsmarket,therearetwosignificantdirectcompetitors在天然外用产品止痛市场只有两个直接对手Bengay,themarketleader,isacomboofMethylSalicylate,Menthol,andsometimesCamphor奔盖为领导品牌含甲基水杨酸、薄荷醇、樟脑Ben-GayPackagingandPricing奔盖包装与价格BengayMarketingBengayConsumerOpinionActiveIngredients:MethylSalicylate(30%),Menthol(10%)
InactiveIngredients:非活性成分有
Carbomer,
CetylEsters,
EmulsifyingWax,
Oleth-3Phosphate,
StearicAcid,
Triethanolamine,
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:Thelabelingofaningredientas‘active’or‘inactive’hasmoretodowithregulatoryconsiderationsthanchemistryortheactualfunctionoftheproduct.OTCproductscanonlycontainactiveingredientslistedintheFDA’sExternalAlegesicMonogram.Ifthereareanyotheringredientsnotlistedinthemonographwhichare‘active’thentheproductmustbelistedasherbal.Iftheproductislistedasherbal,itcannotmakeasstrongclaims.Forinstance,itcanonlysaywordslike‘relieves’or‘sooths’andcannotsay‘cures’or‘treats’.膏剂BALM.Price:$7.29IcyHotMarketing冰热市场营销IcyHotisendorsedbyShaq,oneofthemostfamousbasketballplayersintheUS大鲨鱼代言WhileShaqappealslargelytoamen,IcyHotisalsoendorsedbyMiaHammasawaytoreachwomen另有女性明星MiaHamm代言DevelopmentsofnewformulationsofIcyHot新制剂的开发IcyHotCustomerOpinion消费者对“冰热”的评价ThermaCareTigerBalmrepresentsQizheng’sclearestcompetition&thebrandyoucouldlearnthemostfrom虎牌是奇正最类似的标竿TigerBalmGlobalTigerBalmHistory(1870-1920)虎牌历史1930-1970’s东南亚销售1980’s–Today虎牌过去的20年Today,TigerBalmisdistributedinover100countriesthroughouttheWorld虎牌已在100多国家销售TigerBalmlineduptheTOPathletestobackitsbrandwhenitenteredtheUSmarket虎牌开始进入美国市场时，用了美国橄榄球明星作为代言DanMarinowasasfamousintheUSasYaoMingisinChinaHoweverdesp