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China–Sorethroatremedies&medicatedconfec�onery
YangtzeRiverLanqinKoufuyeposteddouble-digitgrowth,jumpingtoNo.3spot(fromNo.8);itisapopularchoicefordrugstorechainstopromote,asitspremiumpricegeneratesahighprofitmargin
ManYanShuNingQingHouLiYanisalreadyapopularonlinepurchase,reportssta�ngitwasabigsellerduringtheSingles’Day(11thNovember)onlineshoppingfes�val;adedicatedflagshipstoreopenedonJD.comin2017
2017sawRBpartnerwithaChinesemobileapp(seebox)whichwilldelivertheproducttoitsuserswithinhalfanhour,offeringrapidreliefforsorethroatscausedbysmog
2016sawbrandpackagingrevamped,usingdifferentcolourstobe�erdis�nguishbetweenop�ons,while2017TVadsfeaturedanimatedfirefightermascotsdesignatedtoprotectthroathealth
Bri�shmedicatedconfec�onerybrandsFisherman’sFriendandHallsgrewwell,althougharelargelyboughtandsoldassweets
Productsbenefitfromtheirreputa�onasestablishedforeignbrands,popularwithChineseconsumers
RBtakesstepstostrengthene-commercepresenceandenhanceinnova�on
• November2017sawRBsignastrategicco-opera�onagreementwithAlibaba’se-commercepla�ormTmallGlobal
• Theagreementwillseethecompaniescollaborateonbrandingandmarke�ng,withRBtouseAlibaba’sdatatobe�erunderstandtrendsinthecountry,leadingtothedevelopmentofnewandinnova�veproducts
• 2017alsosawRBcollaboratewithmobileappDingdangKuaiyao,throughwhichuserscouldreceiveManYanShuNingQingHouLiYanwithinhalfanhour
• RBalsoenteredanon-bindingmemorandumofunderstandingwithChinaResourcesSanjiuin2016toexplore“astrategicco-opera�onbetweentherespec�vegroupsinrela�ontocertaindesignatedOTCs,medicaldevicesandhealthcareproducts”ManYanShuNingQingHouLiYan:
newdesign(right)
France–Coughremedies
Phytoxilisamedicaldeviceformulatedwithplantain,thymeandhoneyandposi�onedtorelievewetanddrycoughinthoseaged2+years;TVadsin2017-18(seeright)claimed91%ofusersweresa�sfiedwiththeproduct
Brandwasini�allymarketedasToplexilPhyto,althoughnamewaschangedtoPhytoxilinearly2017,perhapstodifferen�ateitfrommedicatedline-upinwiderbrand
Aboca’sGrinTusshadastrongyearin2017,withsalesmorethandoublingto$1.8mn;thenaturalproductisposi�onedforwetanddrycough,andisavailableastabletsandsyrupssuitablefrom12+yearsandapaediatricsyrupsuitablefrom1+year
LaboratoiresGilbertlaunchedarangeofninehomeopathicsolublegranulesin2016,withcough&coldop�onsincludingHoméoRub(forcough)andHoméoQuintyl(fordry/irritablecough)
Alsoin2016,Laboratoires3ChêneslaunchedSédatuxilSirop(plantextracts),claimedtorelievealltypesofcough,andcanbeusedfromage3+years
InSeptember2017Recorda�launchedHexatouxSpray,amedicaldeviceformulatedwithcalendula,propolis,eucalyptus,honeyandlinseedoil
Brandclaimstohavequick-ac�onformulathatsoothesthroatandreducesinflamma�onandirrita�on Concernsoverefficacyhavehamperedthecoughremediesmarket,withaNovember2015studyof37OTCcoughremediesby60MillionsdeConsommateursmagazineconcludingthatmorethanhalfofthosestudiedwereineffec�ve,whilecertainop�onsposedmorerisksthanbenefits
India–Coughremedies
Concernsoversafetyofallopathicformula�ons,coupledwithuncertaintycreatedbyFDCissue,providedaboosttoherbal&naturalcoughremedies,withmoreayurvedicsmarketerslookingtoentercategorytoleveragetheopportunity
OneayurvedicbrandalreadywellestablishedisHonitus,whichbenefitsfromhigh-profileconsumerA+P
Promo�onalstrategychangedin2016,withadifferentcompanybeingappointedforcrea�vedu�es
TVadsarenowmorehumorous,withonein2017showingchildrenfallingasleepinvarioussitua�ons–e.g.atafunfair,inschool,onthebackofamoped,atballetclasses–andhighligh�ngthatHonitusdoesnotcausedrowsiness(seebelow)
In2016CentralIns�tuteofMedicinal&Aroma�cPlantsreleasedaherbalcoughsyrupposi�onedforallergiccough
Developedoverfouryearsofresearch,itisformulatedwiththreeherbs:tulsi(holybasil),kantakari(Thaieggplant)anddalchini(cinammon)
KevaIndustriesintroducedKevaCoughSyrup,whichboastsanon-drowsyformula�onofnaturalingredientssuchashoney,gingerandliquoricetorelievecoughandothercold&flusymptoms
InApril2018century-oldmarketerBaidyanathannounceditwasplanningtolaunchayurvediccoughsyrupsasameanstoachievesustainablegrowth
Japan–Sorethroatremedies&medicatedconfec�onery
Isodine(marketedinterna�onallyasBetadine)iss�llrecoveringfromeffectsof2016changeofownership;ShionogiacquiredtherightstoMundipharma’sbrandfromMeijiSeikaPharma,andresul�ngdisrup�onhasbeenreflectedinadownturninsales
Atthe�meofownershiptransfer,Meijifiledape��onintheTokyoDistrictCourttostopShionogiandMundipharmacon�nuingtousebrand’shippopotamuslogosoMeijicoulduseitonitsownsimilarly-formulatedproduct;inresponsetothis,MundipharmachangedIsodine’slogotofeaturedogmascots
Povidoneiodinerangeiswell-diversifiedacrossgargles,spraysandmedicatedmouthwash,andbenefitsfromvisibilityofwiderIsodinerange(whichincludesan�sep�cwipesandpersonalcareop�ons)
NewA+Pstrategy,includingTVadsfeaturingbrandambassadorAyaUetoandpartnershipwithfootballteamtheYokohamaFMarinos,hashelpedsalesrevive
Pelack-T,partofthePelackcold&flurange,combinestranexamicacid,liquoriceandvitaminsBandCtotreatsorethroatandstoma��s
Promo�onalsiteexplainsthebenefitsoftranexamicacidovernon-medicatedlozengesandexplainsthevariouscausesofsorethroat
Longlinecough&coldrangeColgenKowaalsoincludeslozenges(cetylpyridiniumchloride,glycyrrhizinate,senega)andasorethroatgargle(cetylpyridiniumchloride,glycyrrhizinate,menthol,cloveandpeppermint)
CurrentA+Pfocusesonteachingoralhygieneandproperuseofgargleproductstochildrenviapartnershipwithparen�ngwebsiteConobie(seele�)
Spain–Coughremedies
Rangeisalsopromotedviainterna�onally-usedTVadcampaign“Winteroutside,springinside”;asnowsceneonawoman’sjumperchangestospringtodepictthebrand’seffects
Aswellascoreacetylcysteinerange,lineextensionFluimucilComplexaddsparacetamoltorelievepainandfever
StablemateFlutox(cloperas�ne)isposi�onedfordrycough,withadsusingthetagline“Specialistindrycough”
Despiteextensivelineextension,Bisolvonremainsindeclineinpartasaresultofitscompara�velyhighprice;unlikeFluimucilandFlutox,rangeincludesproductsforwetanddrycoughunderthesamebanneraswellassystemiccold&fluproducts(nottrackedhere),la�ergrowingsteadily
Brand &$mn 2017/16CAGR&17/13
1 Fluimucil&(Zambon) 21.8 +2% +9%
2 Flutox&(Zambon) 17.2 +2% +11%
3 Bisolvon&(Fher3/3Sanofi) 11.8 85% 81%
4 Cinfatos&(Cinfa) 10.1 +5% +7%
5 Grintuss&(Aboca) 10.0 +14% +41%
6 Mucosan&(Fher3/3Sanofi) 7.7 +2% +3%
7 Iniston&(J&J) 6.4 81% +0%
8Prospantus&&&&&&&&&&&&&&&&&&&&&&&&&&&(Ferrer3for3Engelhard)
5.4 +21% +24%
9 Romilar&(Bayer) 4.6 85% +4%
10 Actithiol&(Almirall) 4.0 +3% +5%
Others 10.6 83% 81%
Spain&leading&cough&remedies&2017&(MSP,%$mn)
UK–Coughremedies
Accompanyingsocialmediacampaignusedhashtag#FeelThePowerandincludedcompe��onstowinCovoniaproductsandmerchandise
Mediareportssuggest£4mn($5.4mn)wasinvestedinna�onaladver�singintherun-upto2016/17cold&fluseason
Late2017sawlaunchofpoten�alcompe��on,NaturesAidHerbalCatarrhReliefFormula(Thornton&Ross/Stada),essen�allyarebranded,lower-costversionofCovoniaCatarrhReliefFormula
Ini�allyenjoyingdynamicgrowthsince2014launch,non-medicatedBronchostopstruggledforsalesin2017a�ertheASAdeclaredaTVadmustnotappearagaininitscurrentform
Promo�onalsupportforthebrandincludedoutdoorandTVadsemphasisingitsefficacyagainstalltypesofcough,offeringcomprehensivereliefinasingleproductvscompe�torsthattargetonlyspecificsymptoms
ASAupheldcomplaintsthaton-screentextfortheTVadwasnotclearlylegibleandconsumerswerethereforemorelikelytomissmaterialinforma�onwithinit;add-onforTVads(priortoASAruling)featuredlineextensionBronchostopCoughPas�lles,stressingtheywerevotedProductoftheYear2016
UKcoughremediessalesbyingredient2017(MSP,$mn)
BanneradfeaturedonCovonia’swebsitehomepage,reinforcingtheimageofapowerfultreatment
Herbals38%(-6%;CAGR+8%)
Diphenhydramine+levomenthol24%(-6%;CAGR+1%)
Guaifenesin+levomenthol20%(-2%;CAGR+3%)
DXM+levomenthol9%(-2%;CAGR+2%)
Others10%%(-23%;CAGR-12%)
Piereflectsiden�fiedbrands,worth$66.4mn