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成功したOTCブランド:成功戦略の調査

Successful OTC Brands Volume 2: Investigating Strategies for Success

発行 Nicholas Hall & Company 商品コード 314925
出版日 ページ情報 英文
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成功したOTCブランド:成功戦略の調査 Successful OTC Brands Volume 2: Investigating Strategies for Success
出版日: 2014年10月31日 ページ情報: 英文
概要

当レポートは、現在のOTC(市販)薬市場における強力な主要15ブランド薬について詳細に調査し、成功のベストプラクティスおよび技法、OTCデータベースによる今年の最新中間データ、および世界・地域規模の戦略などをまとめ、提供しています。

定義・調査手法

イントロダクション

Alka-Seltzer (Bayer)

  • 概要
  • 発展
  • 主要市場:米国
  • 将来の展望、ほか

Asepxia (Genomma Lab)

  • 概要
  • 発展
  • 主要市場:ブラジル
  • 将来の展望、ほか

Aveeno (J&J)

  • 概要
  • 発展
  • 主要市場:米国
  • 将来の展望、ほか

Berocca (Bayer)

  • 概要
  • 発展
  • 主要市場:英国
  • 将来の展望、ほか

Blackmores (Blackmores)

  • 概要
  • 発展
  • 主要市場:オーストラリア
  • 将来の展望、ほか

Dulcolax (BI)

  • 概要
  • 発展
  • 主要市場:米国
  • 将来の展望、ほか

Elevit (Bayer)

  • 概要
  • 発展
  • 主要市場:中国
  • 将来の展望、ほか

Fenistil (Novartis)

  • 概要
  • 発展
  • 主要市場:ドイツ
  • 将来の展望、ほか

MegaRed (Reckitt Benckiser)

  • 概要
  • 発展
  • 主要市場:米国
  • 将来の展望、ほか

Nexium (Pfizer)

  • 概要
  • 将来の展望、ほか

Nicorette (J&J, GSK)

  • 概要
  • 発展
  • 主要市場:米国
  • 将来の展望、ほか

No-Spa (Sanofi)

  • 概要
  • 発展
  • 主要市場:ロシア
  • 将来の展望、ほか

Panadol (GSK)

  • 概要
  • 発展
  • 主要市場:オーストラリア
  • 将来の展望、ほか

Solpadeine (Omega Pharma)

  • 概要
  • 発展
  • 主要市場:英国
  • 将来の展望、ほか

ZzzQuil (P&G)

  • 概要
  • 発展
  • 将来の展望、ほか
目次

Successful OTC Brands: Volume 2 offers an in-depth review of 15 key brands that have held strong despite a meagre outlook for the current OTC market. Many leading brands are finding it tough: facing mounting competition from cheaper private labels, alongside consumers looking for more value-conscious options. There has never been a better time to learn from successful OTC brands and the A+P strategies they employed to build or maintain share in this tough market.

This new set of brand case studies offers another insight into best practices and techniques that have propelled the featured brands to success. Featuring the latest mid-year 2014 data from Nicholas Hall's DB6 Global OTC Database, the profiles include in-depth analysis of A+P campaigns - on both a global and local scale - focusing on traditional marketing channels as well as use of social media and consumer engagement campaigns. The case studies will examine how product lines have developed, consider new launches, successful repositioning and fragmentation of the market. As well as illustrating how marketers have responded to specific threats, such as the end of patent protection, rival launches and safety concerns.

Each of the brand profiles are available as individual modules or choose the full report for a comprehensive overview.

Table of Contents

Definitions & Methodology

Introduction

Alka-Seltzer (Bayer)

  • Overview
  • 2014 developments
  • Key market: the US
  • Heartburn relief
  • Tackling competition head on
  • Hangover cure
  • A look to the future

Asepxia (Genomma Lab)

  • Overview
  • 2014 developments
  • Key market: Brazil
  • Cross-marketing
  • Genomma's A+P engine
  • Scientific backing
  • A look to the future

Aveeno (J&J)

  • Overview
  • 2014 developments
  • Key market: the US
  • OTC expansion
  • Natural
  • Jennifer Aniston
  • Healthcare professionals
  • Digital tools
  • Look to the future

Berocca (Bayer)

  • Overview
  • 2014 developments
  • Key market: the UK
  • Advertising trends
  • Targeting a new audience
  • Innovative sampling techniques
  • Digital integration
  • Providing convenience
  • US launch
  • Look to the future

Blackmores (Blackmores)

  • Overview
  • 2014 developments
  • Key market: Australia
  • Concept stores
  • The natural health experts
  • Strong promotional support
  • Michelle Bridges
  • The importance of community
  • Geographical expansion
  • Look to the future

Dulcolax (BI)

  • Overview
  • 2014 developments
  • Key market: the US
  • Extensive range
  • Global marketing
  • Striking A+P
  • Tackling consumer perceptions
  • Cancer awareness campaigns
  • Look to the future

Elevit (Bayer)

  • Overview
  • 2014 developments
  • Key market: China
  • Brand development
  • Targeting all women
  • Partnerships
  • Online tools
  • Look to the future

Fenistil (Novartis)

  • Overview
  • 2014 developments
  • Key market: Germany
  • Brand developments
  • What's in a name
  • Tinted cold sore cream
  • Paediatric focus
  • Memorable A+P
  • A look to the future

MegaRed (Reckitt Benckiser)

  • Overview
  • 2014 developments
  • Key market: the US
  • Distinguishing the brand
  • Ethically sound
  • Putting the heart in heart health
  • UK launch
  • Look to the future

Nexium (Pfizer)

  • Overview
  • US launch
  • Sponsorship
  • Worldwide developments
  • Challenges for Nexium
  • The power of purple
  • A look to the future

Nicorette (J&J, GSK)

  • Overview
  • 2014 developments
  • Key market: the US
  • Brand developments
  • A personal connection
  • Tobacco-free India
  • Quitting tools
  • Marketing to healthcare professionals
  • Tackling e-cigarettes
  • A look to the future

No-Spa (Sanofi)

  • Overview
  • 2014 developments
  • Key market: Russia
  • 50 years in Russia
  • Educative A+P
  • Mothers and daughters
  • Reaching a new audience
  • Blister packs in Ukraine
  • A look to the future

Panadol (GSK)

  • Overview
  • 2014 developments
  • Key market: Australia
  • Speed of relief
  • Looking beyond pain relief
  • Reaching out to mothers
  • Thinking globally and locally
  • Headaches in Malaysia
  • Brand diversification
  • Panadol Cosy Corner
  • A look to the future

Solpadeine (Omega Pharma)

  • Overview
  • 2014 developments
  • Key market: the UK
  • Codeine issues
  • Traditional advertising
  • A return for Solpadeine
  • Pharmacists
  • A look to the future

ZzzQuil (P&G)

  • Overview
  • 2014 developments
  • Launch success
  • One focus
  • A love letter to sleep
  • Bored to sleep
  • Social media
  • The wider P&G machine
  • A look to the future
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