20xx年美国外用止痛药市场分析报告(55页)-医药保健(编辑修改稿)

20xx年美国外用止痛药市场分析报告(55页)-医药保健(编辑修改稿)内容摘要：

apsasin Brands Case: Early Success, Later Disappointment –O24 Case: Failure –ALCiS Case • Conclusion 中管网制造业频道 Tiger Balm represents Qizheng‟s clearest petition amp。 the brand you could learn the most from 虎牌是奇正最类似的标竿 • Tiger Balm is a counterirritant ointment based on herbal ingredients 全天然草药 • It is derived from ancient Chinese sources manufactured by Haw Par Corporation 草药来源于中国 • 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. 奇正要进入美国主流市场，应学习虎牌 • Sales of Tiger Balm and related healthcare products reached approximately $35 M in 2020 and are now estimated to be over $50 M； 02年销售 3500万 USD， 05年5000万 USD Source: Swiss Medica Annual Report 2020 中管网制造业频道 Tiger Balm • Ingredients: % by weight amount needed for 56 oz batch 成分 – Menthol crystals 20% oz. 薄荷醇 – Camphor blocks 32% oz. 樟脑 – Beeswax 20% oz. 蜂蜡 – Petroleum Jelly 4% oz. 凡士林油 – Oil of Clove 8% oz. 丁香油 – Oil of Cajuput 8% oz. 白千层油 – Oil of Cinnamon 8% oz. 肉桂油 – Ammonium Hydroxide 1 oz. (optional) 氢氧化铵 • If ammonium hydroxide is added, the contents will turn red. Source: Wikipedia 中管网制造业频道 Global Tiger Balm History (18701920) 虎牌历史 • 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 Boon Haw marketed the balm under the brand Tiger Balm. 中管网制造业频道 19301970‟s 东南亚销售 • Being a marketing genius, Aw Boon Haw made a success of selling Tiger Balm into Singapore, Malaysia, Hong Kong, Batavia, Thailand amp。 some cities in China. • Today, Tiger Balm is owned by Haw Par Corporation, listed in Singapore 虎豹公司新加坡上市公司 • It licensed Tiger Balm to Haw Par to market, manufacture, distribute and sell Tiger Balm worldwide. 中管网制造业频道 1980‟s – Today 虎牌过去的 20年 • In the mid1990‟s Tiger Balm decided to enter the 进入美国市场 • Initially it was unable to perate the market, even after high marketing spending. 开始很难进入市场既是高市场投入 • However after years of lower spending it has been able to build a sizable position in the market. 但过去多年在低投入下多年逐步扩大了市场份额，达到今天的地位 • In 1988, HAW PAR Brothers grouped Tiger Balm and its other pharmaceutical interests into a separate entity called Tiger Balm LTD. (which was subsequently renamed Tiger Medicals) and floated 25% of the pany 1988年将虎牌与其他药物公司合并，并上市 中管网制造业频道 Today, Tiger Balm is distributed in over 100 countries throughout the World 虎牌已在 100多国家销售 中管网制造业频道 Tiger Balm lined up the TOP athletes to back its brand when it entered the US market 虎牌开始进入美国市场时，用了美国橄榄球明星作为代言 • When Tiger Balm entered the . market it learned very quickly that the local market was saturated with rubbing creams that reduce joint pain from sports injuries. 大投入后，虎牌很快意识到，美国运动损伤外用市场趋于饱和 • It needed a promotional partner with instant image recognition in the . 美国运动损伤市场需要合适的推广形式迅速建立形象 • Tiger Balm from Singapore picked Dan Marino, a HUGELY POPULAR American professional football player, to plug its cream. 最后选用了橄榄球明星代言 Source: WSJ, 1997 中管网制造业频道 Dan Marino was as famous in the US as Yao Ming is in China 中管网制造业频道 However despite Dan Marino, Tiger Balm was not able to take share from market leaders 既是用了大牌明星也未获得市场份额 • Noheless, the advertising did not significantly increase Tiger Balm„s market share广告并未大幅度提高销售 . • Not enough money was spent on the expensive 30 and 60second ads to get American consumers to give up their traditional brands and buy the new, imported brand from Singapore. 不足够的 3060秒电视广告不能使美国人放弃传统产品而转向新加坡的进口产品 • After increasing spending on 30 and 60second advertising spots they were only then able to gain share 后来提高广告频率，获得了市场 中管网制造业频道 Tiger Blam‟s advertising has evolved a great deal since launching… 中管网制造业频道 Tiger Balm is no longer spending on high cost celebrity endorsements 中管网制造业频道 This strategy seems to have paid off, as sales have grown 中管网制造业频道 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 卡普莎生：早期成功、后期失望 –O24 C。