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OTC: Roadmap for the Emerging Markets


Description: “By 2012 the Emerging Markets, including Japan, will account for exactly half of global OTC sales.” This report was written by Nicholas Hall. Nicholas has reported, benchmarked and helped to shape the OTC industry across the world for some thirty years. Today his prognosis for the future and his passionate concern for the development of self-medication have never been more important. That was a key finding of my report New Paradigms for OTC, published last year. It made me want to dig deeper, to find out why so many multinational companies have cut themselves off from a fantastic opportunity for real – and really cost-effective – growth. Why domestic manufacturers are winning the battle for market share. And what both local and foreign players must do to unlock the huge market potential. So I took up the challenge and spent six months surveying the highways and byways that lead to the Emerging Markets. The Emerging Markets have become a no-man’s-land for many MNCs. They don’t understand it, so they’re suspicious of it. Even when they dip their toes in the water, they under-invest. So, not surprisingly, they’re under-indexed there. Did you know, for example, that Western companies take a substantially lower share of the market in Japan than they do in China and India? But think about this: the investment required to take a significant stake in these markets is much lower than funding a big Rx-to-OTC switch – yet the likely return is much higher. I passionately believe that the Emerging Markets hold the key to OTC success, not only for the MNCs but also for regional companies. Which is why I’ve drawn up this Strategic Roadmap of the nine most important countries. Based on surveys made over many years, and prepared with the invaluable help of well-connected local partners, the Roadmap proposes a set of strategy options, business models and watch-out points that will make a practical contribution to planning and help you take a bigger and more profitable stake in these markets. The report contains a detailed situation analysis of market size, trends and segmentation Regulations. The competitive landscape. Distribution. Marketing. Forecasts. In addition, Nicholas addresses the specific issues that plague foreign players. The end-point is a set of strategy options, business models and watch-out points that will make a practical contribution to your marketing plans and help you take a bigger and more profitable stake in these markets. You can buy the whole report, including the Overview & Growth Prospects, which pulls all the themes together and sets out a Roadmap to Success. Or you can buy individual country modules. Modules:- - Brazil - China - India - Indonesia - Japan - South Korea - Mexico - Poland - Russia Please request further information on purchasing individual country modules by clicking on Enquire Before buying at the top left side of this description. COUNTRY BY COUNTRY, THE KEY ISSUES DEFINING THE ROADMAP Brazil Will the economic problems be solved? Will the brakes come off the OTC market? Will under-thecounter sales be controlled? Will more categories be opened to OTC? Will price freedom lead to more dynamism? How can MNCs take a bigger share? Will a legal mass market at last be approved? “Brazil has just emerged from intensive care after a deep 4-year recession, with a new regulatory framework which on paper is highly beneficial to OTC. If the Ministry of Health delivers what it has promised, hopefully more manufacturers will rebuild sales and margins very quickly. But the Brazilian market of the future must – indeed will – be different from the past; and the imitative strategies that were broadly successful in the early 1990s must be dramatically changed to chase the purchases of a consumer who will be more demanding, but with less disposable income. Many companies will fail, but for the top tier and niche players the future is incredibly bright”. China Will the market become truly OTC? Can Westernbrands survive dereimbursement? Is national distribution really possible? Will there be a seismic shift from hospitals to drugstores – and what will be the power of chain drugstores? Will there be free pricing for OTCs? “The outlook for OTC in China is extremely favourable, and it is no fantasy to believe that one or more MNCs could achieve OTC sales of $1 billion in the next decade. But there are risks, both micro and macro, that have to be taken into account, and the most successful foreign companies will adapt their strategies to changing market circumstances. Most important of all, the growth of retail pharmacies and chain drugstores is revolutionising OTC consumption patterns”. India How can we deal with the bureaucracy, and cope with low prices? Will WTO rules give true patent protection? How can we access the vast mass market? Should we form j-vs or go it alone? Will local players get stronger and stronger? Will India become the OTC export centre of the universe? “India is set to become the new China, both in general economic terms and also for OTC.Western OTC players are poorly represented, and Japanese companies largely absent. With more deregulation (including greater price freedom) likely, India could be a major source of profitability. Except for three MNCs that already have critical mass, and for whom organic growth is highly appropriate, most other players would be well advised to look for company or brand acquisitions, or find a suitable joint-venture partner”. Indonesia Is the country a sound long-term political and economic bet? Will there be further deregulation? Can the MNCs regain the ground they lost in 1997? How can Western products be adapted to local tastes? Why are there so few foreign acquisitions of local companies – and will this change? Japan When will this OTC market really start to grow? When will more deregulation come? Can switch succeed? Is there a future for the mass market? Why is the bamboo curtain closed against foreign companies? Do the right local partners exist? “Japan is changing fast. The recession is driving the Government and industry into fundamental restructuring of all healthcare sectors. MNCs should be stepping up the pace, not running for cover”. Mexico Will the OTC bubble burst? What if there’s an economic meltdown? Will Mexico continue to lead in switch? Will the power of drug chains affect the bottom line? How can we benefit from crossborder trading? MNCs virtually own the market – but can they go on growing? Poland Will the currently static market return to the strong growth of the ‘90s? What impact will joining the EU have? Can we resist the rise of branded generics? How do we win back business from dynamic local players? Is the growing mass market good or bad for foreign players? Russia Will Russia become a $1 billion OTC market? How do we cope with the five key problems: vast country with a weak infrastructure, inflexible regulations, generic mindset, counterfeiting and media inflation? How do we prevent recurring bad debts? How can we access the rural market? “Bad debts in Russia cost the OTC multinationals $500 million in 1999. Future strategies will be focused on risk reduction”. South Korea Can the economic revival be sustained? Is this just another impenetrable market for foreign companies? How do we overcome non-tariff barriers to market entry? Is there life after separation of prescribing and dispensing (SPD)? Is the pace of regulatory change increasing? Is acquisition a viable entry strategy? “A large but fragmented OTC market that has been hit by economic depressions and healthcare reforms that backfired. Ultimately, the opportunity for growth is good, not so much in terms of market expansion but in the ability to gain share as the market consolidates. Foreign companies could do very well but they will need to invest heavily and be patient. Inevitably there will be many casualties”.


Contents: Foreword Overview & Growth Prospects Market Size & Prospects The Best Case or the “New Paradigm” So Why are the Multinationals Disinvesting? Why haven’t the MNCs been more acquisitive in the Emerging Markets? But Why? Who are the Key Players? Winners, Survivors & Losers Are the Emerging Markets the same? Entry Strategies Poland Nicholas Hall writes Key Market Facts Market Snapshot Risk Assesment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - GSK - US Pharmacia - Polpharma - Novartis - Bayer Category Review Poland’s Prospects OTC Strategy Options Russia Nicholas Hall writes Key Market Facts Market Snapshot Risk Assesment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Aventis - GSK - Menarini - ICN Russia - Novartis - Balkanpharma Category Review Russia’s Prospects OTC Strategy Options Brazil Nicholas Hall writes Key Market Facts Market Snapshot Risk Assesment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Aventis - DM - P&G - J&J - BMS - Aché Category Review Brazil’s Prospects OTC Strategy Options Mexico Nicholas Hall writes Key Market Facts Market Snapshot Risk Assesment The Healthcare System Regulatory Switch Environment Distribution The Competitive Landscape The Major Players - BI - Schering-Plough - BMS - Bayer - Aventis - Liomont Category Review Mexico’s Prospects OTC Strategy Options China Nicholas Hall writes Key Market Facts Market Snapshot Risk Assessment OTC Market The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - J&J - GSK - 999 Pharmaceutical - XiuZheng - Hayao Pharma - SASS (BMS) Category Review China’s Prospects OTC Strategy Options India Nicholas Hall writes Key Market Facts Market Snapshot Risk Assessment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Dabur - GSK - Pfizer - P&G - Nicholas Piramal - Paras Pharma Category Review India’s Prospects OTC Strategy Options Indonesia Nicholas Hall writes Key Market Facts Market Snapshot Risk Assessment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Kalbe - Tempo - Konimex - United Laboratories - Roche Category Review Indonesia’s Prospects OTC Strategy Options Japan Nicholas Hall writes Key Market Facts Market Snapshot Risk Assessment The OTC Market The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Taisho - Takeda - BI (inc. SSP) - Sato - Kowa Category Review Japan’s Prospects OTC Strategy Options South Korea Nicholas Hall writes Key Market Facts Market Snapshot Risk Assessment The Healthcare System Regulatory Distribution The Competitive Landscape The Major Players - Dong-A - Daewoong - Yuhan - Dong Wha - Il Yang - Handok-Aventis Category Review South Korea’s Prospects OTC Strategy Options Charts Chart 1: Global OTC market 1998-2012 Chart 2: Global OTC market forecast 2012 Chart 3: Global OTC market 1996-2002 Chart 4: Global top 25 OTC marketers 2002 Chart 5: Emerging markets (inc.Japan) top 25 OTC marketers 2002 Chart 6: Emerging markets (exc.Japan) top 25 OTC marketers 2002 Chart 7: Poland OTC sales 1998-2002 Chart 8: Poland OTC sales mid-2003 Chart 9: Poland top 25 OTC marketers 2002 Chart 10: Poland top 25 OTC brands 2002 Chart 11: GSK leading OTC brands 2002 Chart 12: US Pharmacia leading OTC brands 2002 Chart 13: Polpharma leading OTC brands 2002 Chart 14: Novartis leading OTC brands 2002 Chart 15: Bayer leading OTC brands 2002 Chart 16: Poland OTC sales by category 2002 Chart 17: Poland OTC analgesics market 2002 Chart 18: Poland leading OTC analgesic brands 2002 Chart 19: Poland OTC CCA market 2002 Chart 20: Poland leading OTC CCA brands 2002 Chart 21: Poland OTC GIs market 2002 Chart 22: Poland leading OTC GI brands 2002 Chart 23: Poland OTC VMS market 2002 Chart 24: Poland leading OTC VMS brands 2002 Chart 25: Poland OTC dermatologicals market 2002 Chart 26: Poland Leading OTC dermatologicals brands 2002 Chart 27: Poland: OTC market forecast 2012 Chart 28: Russia OTC sales 1998-2002 Chart 29: Russia OTC sales growth mid-2003 Chart 30: Leading Russian pharma distributors 2002 Chart 31: Russia top 25 OTC marketers 2002 Chart 32: Russia top 25 OTC brands 2002 Chart 33: Aventis leading OTC brands 2002 Chart 34: GSK leading OTC brands 2002 Chart 35: Menarini leading OTC brands 2002 Chart 36: ICN leading OTC brands 2002 63 Chart 37: Novartis leading OTC brands 2002 Chart 35: Balkanpharma leading OTC brands 2002 Chart 39: Russia OTC sales by category 2002 Chart 40: Russia OTC analgesics market 2002 Chart 41: Russia leading OTC analgesic brands 2002 Chart 42: Russia OTC market 2002 Chart 43: Russia leading OTC CCA brands 2002 Chart 44: Russia OTC GIs market 2002 Chart 45: Russia leading OTC GI brands 2002 Chart 46: Russia OTC VMS market 2002 Chart 47: Russia leading OTC VMS brands 2002 Chart 48: Russia OTC dermatologists market 2002 Chart 49: Russia leading OTC dermatologicals brands 2002 Chart 50: Russia OTC market forecast 2012 Chart 51: Brazil OTC sales 1998-2002 Chart 52: Brazil OTC sales mid-2003 Chart 53: Brazil top 25 OTC marketers 2002 Chart 54: Aventis leading OTC brands in Brazil 2002 Chart 55: DM leading OTC brands in Brazil 2002 Chart 56: P&G leading OTC brands 2002 Chart 57: J&J leading OTC brands 2002 Chart 58: BMS leading OTC brands 2002 Chart 59: Aché leading OTC brands 2002 Chart 60: Brazil OTC sales by category 2002 Chart 61: Brazil OTC analgesics market 2002 Chart 62: Brazil leading OTC analgesic brands 2002 Chart 63: Brazil OTC CCA market 2002 Chart 64: Brazil leading OTC CCA brands 2002 Chart 65: Brazil OTC Gis market 2002 Chart 66: Brazil top 25 OTC brands 2002 Chart 67: Brazil leading OTC GI brands 2002 Chart 68: Brazil OTC VMS market 2002 Chart 69: Brazil leading OTC VMS brands 2002 Chart 70: Brazil OTC dermotologicals market 2002 Chart 71: Brazil leading OTC dermotologicals brands 2002 Chart 72: Brazil OTC market forecast 2012 Chart 73: Mexico OTC sales 1998-2002 Chart 74: Mexico OTC sales growth mid-2003 Chart 75: Mexico top 25 OTC marketers 2002 Chart 76:Mexico top 25 OTC brands 2002 Chart 77: BI leading OTC brands in Mexico 2002 Chart 78: Schering-Plough leading OTC brands 2002 Chart 79: BMS leading OTC brands 2002 Chart 80: Bayer leading OTC brands 2002 Chart 81: Aventis leading OTC brands 2002 Chart 82: Liomont leading OTC brands 2002 Chart 83: Mexico OTC sales by category 2002 Chart 84: Mexico OTC analgesics market 2002 Chart 85: Mexico leading OTC analgesic brands 2002 Chart 86: Mexico OTC CCA market 2002 Chart 87: Brazil leading OTC CCA brands 2002 Chart 88: Mexico OTC GIs market 2002 Chart 89: Mexico leading OTC GI brands 2002 Chart 90: Mexico OTC VMS market 2002 Chart 91: Mexico leading OTC VMS brands 2002 Chart 92: Mexico OTC dermotologicals market 2002 Chart 93: Mexico leading OTC dermatologicals brands 2002 Chart 94: Mexico OTC market forecast 2012 Chart 95: China OTC sales 1998-2002 Chart 96: China OTC sales mid-2003 Chart 97: China top 25 OTC marketers 2002 Chart 98: China top 25 OTC brands 2002 Chart 99: J&J leading OTC brands 2002 Chart 100: GSK leading OTC brands 2002 Chart 101: 999 Pharmaceutical leading OTC brands 2002 Chart 102: XiuZheng leading OTC brands 2002 Chart 103: Hayao Pharma leading OTC brands 2002 Chart 104: BMS leading OTC brands 2002 Chart 105: China OTC sales by category 2002 Chart 106: China OTC analgesics market 2002 Chart 107: China leading OTC analgesic brands 2002 Chart 108: China OTC CCA market 2002 Chart 109: China leading OTC CCA brands 2002 Chart 110: China OTC GIs market 2002 Chart 111: China leading OTC GI brands 2002 Chart 112: China OTC VMS market 2002 Chart 113: China leading OTC VMS brands 2002 Chart 114: China OTC dermatologicals market 2002 Chart 115: China leading OTC dermatologicals brands 2002 Chart 116: China OTC market forecast 2012 Chart 117: India OTC sales 1998-2002 Chart 118: India OTC sales growth mid-2003 Chart 119: Multinational vs domestic share of Indian pharma market Chart 120: India top 25 OTC marketers 2002 Chart 121: India top 25 OTC brands 2002 Chart 122: Dabur leading OTC brands 2002 Chart 123: GSK leading OTC brands 2002 Chart 124: Pfizer leading OTC brands 2002 Chart 125: P&G leading Vicks presentations 2002 Chart 126: Nicholas Piramal leading OTC brands 2002 Chart 127: Paras Pharma leading OTC brands 2002 Chart 128: India OTC sales by category 2002 Chart 129: India OTC analgesics market 2002 Chart 130: India leading OTC analgesic brands 2002 Chart 131: India OTC CCA market 2002 Chart 132: India leading OTC CCA brands 2002 Chart 133: India OTC GIs market 2002 Chart 134: India leading OTC GI brands 2002 Chart 135: India OTC VMS market 2002 Chart 136: India leading OTC VMS brands 2002 Chart 137: India OTC dermatologicals market 2002 Chart 138: India leading OTC dermatologicals brands 2002 Chart 139: India OTC market forecast 2012 Chart 140: Indonesia OTC sales 1998-2002 Chart 141: Indonesia top 25 OTC marketers 2002 Chart 142: Indonesia top 25 OTC brands 2002 Chart 143: Kalbe leading OTC brands 2002 Chart 144: Tempo leading OTC brands 2002 Chart 145: Konimex leading OTC brands 2002 Chart 146: United Laboratories leading OTC brands 2002 Chart 147: Roche leading OTC brands 2002 Chart 148: Indonesia OTC sales by category 2002 Chart 149: Indonesia OTC analgesics market 2002 Chart 150: Indonesia leading OTC analgesic brands 2002 Chart 151: Indonesia OTC CCA market 2002 Chart 152: Indonesia leading OTC CCA brands 2002 Chart 153: Indonesia OTC GIs market 2002 Chart 154: Indonesia leading OTC GI brands 2002 Chart 155: Indonesia OTC VMS market 2002 2 Chart 156: Indonesia leading OTC VMS brands 2002 Chart 157: Indonesia OTC dermatologicals market 2002 Chart 158: Indonesia leading OTC dermatologicals brands 2002 Chart 159: Indonesia OTC market forecast 2012 Chart 160: Japan OTC sales 1998-2002 Chart 161: Japan OTC sales growth mid-2003 Chart 162: Japan top 25 OTC marketers 2002 Chart 163: Japan top 25 OTC brands 2002 Chart 164: Taisho leading OTC brands 2002 Chart 165: Takeda leading OTC brands 2002 Chart 166: BI (inc. SSP) leading OTC brands 2002 Chart 167: Sato leading OTC brands 2002 Chart 168: Kowa leading OTC brands 2002 Chart 169: Japan OTC sales by category 2002 Chart 170: Japan OTC analgesics market 2002 Chart 171: Japan leading OTC analgesic brands 2002 Chart 172: Japan OTC CCA market 2002 Chart 173: Japan leading OTC CCA brands 2002 Chart 174: Japan OTC GIs market 2002 Chart 175: Japan OTC GI brands 2002 Chart 176: Japan OTC VMS market 2002 Chart 177: Japan leading OTC VMS brands 2002 Chart 178: Japan OTC dermatologicals market 2002 Chart 179: Japan leading OTC dermatologicals brands 2002 Chart 180: Japan OTC market forecast 2012 Chart 181: South Korea OTC sales 1998-2002 Chart 182: South Korea OTC sales growth mid-2003 Chart 183: South Korea most advertised OTCs 2002 Chart 184: South Korea top 25 OTC marketers 2002 Chart 185: South Korea top 25 OTC brands 2002 Chart 186: Dong-A leading OTC brands 2002 Chart 187: Daewoong leading OTC brands 2002 Chart 188: Yuhan leading OTC brands 2002 Chart 189: Dong Wha leading OTC brands 2002 Chart 190: Il Yang leading OTC brands 2002 Chart 191: Handok-Aventis leading OTC brands 2002 Chart 192: South Korea OTC sales by category 2002 Chart 193: South Korea OTC analgesics market 2002 Chart 194: South Korea leading OTC analgesic brands 2002 Chart 195: South Korea OTC CCA market 2002 Chart 196: South Korea leading OTC CCA brands 2002 Chart 197: South Korea OTC GIs market 2002 Chart 198: South Korea leading OTC GI brands 2002 Chart 199: South Korea OTC VMS market 200 Chart 200: South Korea leading OTC VMS brands 2002 Chart 201: South Korea OTC dermatologicals market 2002 Chart 202: South Korea leading OTC dermatologicals brands 2002 Chart 203: South Korea OTC market forecast 2012




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