Iberogast Case
Iberogast Case
Thailand
Iberogast Product
Product:
Liquid oral product compound by a mixture of herbal ethanolic extracts, which
is classified in Europe as OTC medicinal product
Indication:
For the treatment of functional and motility-related gastrointestinal disorders
such as functional dyspepsia and irritable bowel syndrome as well as for the
supportive, symptomatic treatment of gastritis
Registration:
The product is registered and commercialised in Germany as well as in quite a
few other EU countries
Stability:
Climatic Zone IVb data are available, ongoing for 24 months shelf life
Page 2 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Overview of Brand Activation
Page 4 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Market Overview
Total market (combine all indications from 12 categories ) 44.62 M Euro, -8% Gr and 5-yr CAGR +13.5%
OTC value 25 MEuro and MC 19 MEuro
2% 0.382541511627907;A03C;
A02A7; 0.899241558139535;A03E; A03D;
A02A3;
0.0943961395348837;
1% 0.107621651162791; 0.0436676046511628;
0% 0%0%
A02C; 1.53728025581395; 3% 20.00 MC OTC
A02A6;
1.8647475 18.00
1162791; 3.09
A02A2; 4% 16.00
4.7647752 A03A;
5581395; 4.2790841 A02A1; 18.0669818837209; 40% 14.00
11% 3953488;
10% 12.00
10.00
8.00 14.97
A02A4;
5.1673464 6.00
6.10
1860465; 2.80 3.01
12% 4.00 3.06
0.04
2.00 1.31 2.36 1.75 1.21 1.82
A03F; 7.4153808372093; 17% -
A02A1 A03F A02A4 A02A2 A03A A02A6
Page 5 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Key Categories & Brands: OTC
• 6 key categories value 23.4 MEuro, -12% gr and 5-yr CAGR +7%.
• Key category is plain antacids and key brands are Gaviscon and ENO.
• ENO was no.1 in market until Y2011. However, Gaviscon sales is over ENO and become market
leaders in Y2012 after success launch of Gaviscon (Y2010) and Gaviscon Dual Action (Y2011).
Page 6 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Key Categories & Brands: MC
• 6 key categories value 18.1 MEuro, +9% gr and 5-yr CAGR +4.4%.
• Category driver is Gastroprokinetics and its key brands are Ganaton, Gasmotin and Motilium M.
• Leader belongs to Gaviscon brand, followed by Antacil and Ganaton.
400,000.0
1,000,000
200,000.0
-
MAT ~ MAT ~ MAT ~ MAT ~ MAT ~ 0.0
12/2010 12/2011 12/2012 12/2013 12/2014 MAT ~ MAT ~ MAT ~ MAT ~ MAT ~
12/2010 12/2011 12/2012 12/2013 12/2014
Page 7 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Competitors Benchmark
Brand Eno (GSK) Gaviscon (RB) Antacil (TNK) Air-X (RX) Iberogast
Ingredient Na bicarbonate Tab: Na alginate, NaHCO3, CaCO3 Al Hydroxide Simethicone 9 Herbal Extracts
Citric acid Sachet: Na alginate, Na bicarbornate Mg Hydroxide
Na Carbonate Simethicone
Format Orange, Lemon Flavor Plain & Dual 10 tab strip 10 tab, 4 tab strip Liquid drop
Sachet: 4.3 g Liquid: Sachet 10 ml, bottle 150 ml Gel 240, 450 and 1000 ml. 120 mg tab
Bottle: 100 g Tablet 16 tab/box Sugar free 40 mg tab
Drop 15 ml (67 mg / 2 ml)
Indication Antacid (acid stabilizer) Antacids Anti-flatulents Antiflatulent dyspepsia, Antacide, antiflatulents
Acid Reflux Antacid and abdominal discomfort
Heartburn
LTP 60 sachet: 409 THB Plain: 10 ml x24 sachet – 234 THB Tab 10’sx50 – 257 THB Tab: 10’sx50 (plain / orange / lemon)
24 sachet: 215 THB 150 ml - 137 THB, 16 tab – 94 ThB Gel: 240 ml (orange/ mint / plain) – – 500 baht, 10’sx51 (3 flavor) – 510
12 bottle: 592 THB Dual: 10 ml x24 sachet – 342 THB 34 THb, 450 ml – 54 THB, 1000 ml – baht, 10’sx10 (org) – 91 baht, 4’sx25
150 ml - 183 THB, 16 tab – 124 ThB 103 THB. (3 flavor) – 125 baht, 120 mg of
10’sx50 – 547 baht, sugar free 40
mgx100 tab – 100 baht,
Drop 67 mg/2ml 15 ml (plain /
strawberry) – 50 baht
Price 1 Sachet : 12 baht Plain: Saceht 10 ml: 17 baht 10’s – 7 baht 10’s – 15-21 baht
Bottle – 65 baht Bottle 150 ml: 231 baht, 16 tab box 240 ml – 38 baht 4’s – 10 baht
150 baht 450 ml. – MC 15 ml. – 50 baht
Plain: Sachet 10 ml: THB 1000 ml. – MC
Bottle 150 ml: 330 THB, 16 tab box
200THB
Marketing Activities • TVC: Burst / drop • TVC: Heavy • TVC: medium and drop • TVC: medium • Medical endorsement
• DS trade deal • DS trade deal • Pricing in medical • Trade • DS trade
• Print
• Medical Endorsement
Strength • Available both OTC and • Product profile • Long establish • Available both HR and OTC • Natural remedy looks safer
HH • Advertising investment • Low consumer price • Chewable with Good taste • Broad spectrum of lower GI
• Long establish brand • 2 in 1 treatment • Low price in both OTC and MC
• Claim 6 sec onset • Fast onset 5 min and long last 4
hours
• Strong both OTC & MC
Weakness • No unique ingredient • Expensive • No unique • Lower consumer activities • Onset 15-30 min which is
• Look cheap slower than competitors
• Weak effectiveness • Be perceived as traditional
• Inconvenience format
Page 8 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Competitors Benchmark
Format Film-coated 50mg – 10’s Tablet 10’s 10mg tab strip – 10’s
Suspension 30 and 100 ml.
Indication Abdominal discomfort Nausea, vomiting, dyspepsia, Abdominal discomfort and cramps
Bloating antiflatulents
Nausea, vomiting
LTP 10’s – 150 baht, 10’sx6 – 900 baht Tab: 10’s x3 – 110 baht, 10’sx50 – 1760 10’s x 50 – 1499 Baht
baht, 20’s – 73 baht.
Susp 1 mg/ml: 30 ml – 39 baht, 100 ml –
122 baht
Marketing Activities • Doctor recommendation • HCP (Dr and Ph) endorsement • HCP endorsement
• DS trade
Strength • Doctor recommendation • Good for nausea, vomiting • Good for abdominal cramps
Weakness • No advertising available • Widely and common use with Widely and common use with Motilium
buscopan when having nausea, when having nausea, vomiting,
vomiting, stomached stomached
Page 9 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
SWOT
Strength Weakness
• Broad spectrum for lower GI treatment (antacid, anti • No user friendly application (20 drops 3 times a day)
flatulent, abdominal discomfort)
• Slow onset 15-30 minutes
• Natural remedy is perceived as safe alternative
• Be perceived traditional and low effective product due
• Strong in OTC channel to herbal origination
• Taste is questioned for Thai consumers
• Unclear product classification with HA
• Weak marketing in MC and dangerous drug
Opportunity Threat
• Increasing natural treatment trend • Registration process takes time at least 24 months .
• First new remedy for many lower GI symptoms • Advertising restriction and uncontrollable result from
treatment especially abdominal cramps, dysmotility. FDA
• Busy lifestyle leads to poor eating habit, stress,
dyspepsia
Page 10 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY
Key challenge for Iberogast
- To check product classification : traditional herbal medicine or Conventional
medicine. Take 24 months at least registration
- OTC: sell in OTC
- DD: focus MC and unable to advertise
- New drug: special controlled of which channel is restricted only MC
record SMP 200 case and / or 2 years to submit for releasing to sell in OTC
channel and category in OTC depend on ingredients & SMP result
- Stability zone IV b is required and on process for final shelf life.
- Approved indications in Thailand
- Consumer research: taste, format
Page 11 Presenter • Presentation Title • Date CONFIDENTIAL – FOR INTERNAL USE ONLY