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Market Research: U.S. Retailers' Perceptions of OTC
Drug Marketers 2008

U.S. Retailers' Perceptions of OTC Drug Marketers 2008

Published April 2008

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This report is the third in Kline & Company's OTC Perceptual Research series. This report focuses on retailers' perceptions of 10 leading OTC marketers in the U.S. food, drug, mass merchandiser, and alternative retail channels and provides OTC marketers with an objective understanding of how your company is viewed relative to your competitors.
Ratings are included for the following companies:

Bayer
Boehringer-Ingelheim
Chattem
GlaxoSmithKline
Johnson & Johnson
Novartis
Prestige Brands
Procter & Gamble
Schering-Plough
Wyeth

(Y648)

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Full Report [US$ 23 100 (twenty three thousand one hundred US Dollars)]

Introduction [US$ 0]

Retail Channel Overview [US$ 7 200]

Drug Stores [US$ 3 000]

Figure 3A-1 U.S. SALES OF THE TOP DRUG CHAINS, 2006
Figure 3A-2 DRUG STORE SALES FOR MAJOR PRODUCT CLASSES
Figure 3A-3 DRUG STORE SALES BY PRODUCT CLASS, 2007
Table 3A-1 MANUFACTURERS’ SALES OF OTC PRODUCTS SOLD THROUGH DRUG STORES BY PRODUCT CLASS, 2007
Figure 3A-4 PRIVATE-LABEL SALES THROUGH DRUG STORES, 2007
Table 3A-2 ESTIMATED MANUFACTURERS’ SALES OF PRIVATE-LABEL PRODUCTS SOLD THROUGH DRUG STORES BY PRODUCT CATEGORY, 2007

Food Stores [US$ 3 000]

Figure 3B-1 U.S. SALES FOR THE TOP 15 SUPERMARKET AND GROCERY CHAINS
Figure 3B-2 FOOD STORE SALES FOR MAJOR OTC PRODUCT CLASSES
Figure 3B-3 FOOD STORE SALES BY PRODUCT CLASS, 2007
Table 3B-1 MANUFACTURERS’ SALES OF OTCs THROUGH FOOD STORES BY PRODUCT CLASS, 2007
Figure 3B-4 PRIVATE-LABEL SALES THROUGH FOOD STORES, 2007
Table 3B-2 ESTIMATED MANUFACTURERS’ SALES OF OTC PRIVATE-LABEL PRODUCTS SOLD THROUGH FOOD STORES BY PRODUCT CATEGORY, 2007

Mass Merchandisers [US$ 3 000]

Figure 3C-1 SALES FOR THE TOP MASS MERCHANDISERS, 2006
Table 3C-1 RETAIL SALES FOR LEADING MASS MERCHANDISERS, 2006
Figure 3C-2 MASS MERCHANDISER SALES FOR MAJOR OTC PRODUCT CLASSES
Figure 3C-3 SALES THROUGH MASS MERCHANDISERS BY PRODUCT CLASS, 2007
Table 3C-2 MANUFACTURERS’ SALES OF OTC PRODUCTS SOLD THROUGH MASS MERCHANDISERS BY PRODUCT CATEGORY, 2007
Figure 3C-4 PRIVATE-LABEL SALES THROUGH MASS MERCHANDISERS, 2007
Table 3C-3 ESTIMATED MANUFACTURERS’ SALES OF PRIVATE-LABEL PRODUCTS SOLD THROUGH MASS MERCHANDISERS BY PRODUCT, 2007

Other Retail Channels [US$ 3 000]

Figure 3D-1 SALES FOR THE TOP TEN CONVENIENCE STORE CHAINS
Figure 3D-2 U.S. SALES FOR THE TOP DOLLAR STORES
Figure 3D-3 OTHER CHANNEL SALES FOR MAJOR OTC PRODUCT CLASSES
Figure 3D-4 SALES THROUGH OTHER CHANNELS BY PRODUCT CLASS, 2007
Table 3D-1 MANUFACTURERS’ SALES OF OTC PRODUCTS SOLD THROUGH OTHER CHANNELS BY PRODUCT CATEGORY, 2007
Figure 3D-5 PRIVATE-LABEL SALES THROUGH OTHER CHANNELS, 2007

Retailers' Perceptions by OTC Product Classes [US$ 9 200]

Digestive Products [US$ 1 800]

Figure 4A-1 MARKET SHARE OF DIGESTIVE PRODUCTS BY CATEGORY
Table 4A-1 MANUFACTURERS’ SALES OF DIGESTIVE PRODUCTS BY PRODUCT CATEGORY AND COMPANY, 2007
Table 4A-2 LEADING BRANDS OF DIGESTIVE PRODUCTS BY SALES, 2007
Figure 4A-2 MANUFACTURERS’ SALES OF DIGESTIVE PRODUCTS BY COMPANY, 2007
Figure 4A-3 MARKET SHARE OF LEADING DIGESTIVE PRODUCTS MANUFACTURERS
Figure 4A-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN DIGESTIVE PRODUCTS

Internal Analgesics [US$ 1 800]

Figure 4B-1 MANUFACTURERS’ SALES OF INTERNAL ANALGESICS BY CATEGORY, 2007
Table 4B-1 SALES OF LEADING BRANDS OF INTERNAL ANALGESICS BY PRODUCT, 2007
Figure 4B-2 MANUFACTURERS’ SALES OF INTERNAL ANALGESICS BY COMPANY, 2007
Figure 4B-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN INTERNAL ANALGESICS

Topical Products [US$ 1 800]

Figure 4C-1 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY CATEGORY, 2007
Table 4C-2 SALES OF TOPICAL PRODUCTS BY LEADING BRAND, 2007
Figure 4C-2 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY MAJOR COMPANY, 2007
Figure 4C-3 MARKET SHARE OF LEADING TOPICAL PRODUCTS MANUFACTURERS
Figure 4C-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN TOPICAL PRODUCTS
Table 4C-1 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY PRODUCT CATEGORY AND COMPANY, 2007

Upper Respiratory Products [US$ 1 800]

Figure 4D-1 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY CATEGORY, 2007
Table 4D-2 SALES OF UPPER RESPIRATORY PRODUCTS BY LEADING BRAND, 2007
Figure 4D-2 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY COMPANY, 2007
Figure 4D-3 MARKET SHARE OF LEADING UPPER RESPIRATORY PRODUCTS MANUFACTURERS
Figure 4D-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN UPPER RESPIRATORY PRODUCTS
Table 4D-1 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY CATEGORY AND COMPANY, 2007

Vitamins and Minerals [US$ 1 800]

Table 4E-1 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY CATEGORY AND COMPANY, 2007
Figure 4E-1 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY CATEGORY, 2007
Table 4E-2 SALES OF VITAMINS AND MINERAL PRODUCTS BY LEADING BRAND, 2007
Figure 4E-2 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY COMPANY, 2007
Figure 4E-3 MARKET SHARES OF LEADING MANUFACTURERS OF VITAMINS AND MINERALS, 2007
Figure 4E-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN VITAMINS AND MINERALS

Other Products [US$ 1 800]

Table 4F-1 MANUFACTURERS’ SALES OF OTHER PRODUCTS BY PRODUCT CATEGORY AND COMPANY, 2007
Figure 4F-1 MARKET SHARE OF OTHER PRODUCTS BY CATEGORY
Table 4F-2 LEADING BRANDS OF OTHER PRODUCTS BY SALES, 2007
Figure 4F-2 MANUFACTURERS’ SALES OF OTHER PRODUCTS BY COMPANY, 2007
Figure 4F-3 MARKET SHARE OF LEADING DIGESTIVE PRODUCTS MANUFACTURERS
Figure 4F-4 RETAILER CHOICES FOR PREFERRED SUPPLIER IN OTHER PRODUCTS

Retailers' Perceptions of Top 10 OTC Marketers [US$ 10 400]

Overall Industry Results [US$ 4 200]

Table 5A-1 OVERALL INDUSTRY RATINGS OF OTC DRUG MARKETERS BY RETAILERS
Figure 5A-1 OVERALL OTC INDUSTRY RATINGS OF ATTRIBUTES BY RETAILERS
Figure 5A-2 ATTRIBUTE RATINGS BY RETAIL CHANNEL
Table 5A-2 OVERALL ATTRIBUTE RATING BY CLASS OF TRADE
Figure 5A-3 AVERAGE RATINGS OF TOP TEN OTC DRUG MARKETERS
Figure 5A-4 AVERAGE RATINGS OF TOP TEN OTC DRUG MARKETERS BY RETAIL CHANNEL
Figure 5A-5 RETAILER CHOICES FOR A “GOLD STANDARD” OTC MARKETER
Figure 5A-6 AVERAGE RANKINGS FOR THE TOP TEN OTC MARKETERS

Ratings by Attribute [US$ 4 200]

Figure 5B-1 COMPANY RATINGS FOR PRODUCT INNOVATION Figure 5B-2 COMPANY RATINGS FOR SPEED TO MARKET
Figure 5B-3 COMPANY RATINGS FOR QUALITY OF PRODUCTS
Figure 5B-4 COMPANY RATINGS FOR INVENTORY LEVELS
Figure 5B-5 COMPANY RATINGS FOR FLEXIBILITY OF PACKAGING
Figure 5B-6 COMPANY RATINGS FOR PRODUCT ASSORTMENT
Figure 5B-7 COMPANY RATINGS FOR VMI/DELIVERY SCHEDULING
Figure 5B-8 COMPANY RATINGS FOR SHARING CONSUMER INSIGHTS WITH RETAILER
Figure 5B-9 COMPANY RATINGS FOR SALES FORCE AVAILABILITY/ATTENTIVENESS/ EFFECTIVENESS
Figure 5B-10 COMPANY RATINGS FOR MARKETER OBJECTIVITY
Figure 5B-11 COMPANY RATINGS FOR BUSINESS PLANNING/PARTNERING WITH RETAILERS
Figure 5B-12 COMPANY RATINGS FOR QUALITY OF INSIGHTS
Figure 5B-13 COMPANY RATINGS FOR DEVELOPING RETAILER-SPECIFIC PLANS FOR GROWTH
Figure 5B-14 COMPANY RATINGS FOR CUSTOMER SERVICE
Figure 5B-15 COMPANY RATINGS FOR MERCHANDISING/PLANOGRAMMING
Figure 5B-16 COMPANY RATINGS FOR CATEGORY/SHELF MANAGEMENT
Figure 5B-17 COMPANY RATINGS FOR ADVERTISING AND PROMOTIONAL MATERIALS
Figure 5B-18 COMPANY RATINGS FOR EDUCATIONAL MATERIALS
Figure 5B-19 COMPANY RATINGS FOR COUPONING
Figure 5B-20 COMPANY RATINGS FOR PRICING
Figure 5B-21 COMPANY RATINGS FOR IN-STORE DISPLAYS
Figure 5B-22 COMPANY RATINGS FOR TRADE SPENDING/ALLOWANCES

Ratings by Company [US$ 6 800]

Bayer Group [US$ 800]

Table 5C-5 RATINGS FOR BAYER GROUP
Figure 5C-5 RATINGS FOR BAYER GROUP
Figure 5C-6 RATINGS FOR BAYER GROUP BY RETAIL CHANNEL
Table 5C-6 PREFERRED SUPPLIER POSITION OF BAYER GROUP

Boehringer-Ingelheim [US$ 800]

Table 5C-17 RATINGS FOR BOEHRINGER-INGELHEIM
Figure 5C-17 RATINGS FOR BOEHRINGER-INGELHEIM
Figure 5C-18 RATINGS FOR BOEHRINGER-INGELHEIM BY RETAIL CHANNEL

Chattem [US$ 800]

Table 5C-15 RATINGS FOR CHATTEM
Figure 5C-15 RATINGS FOR CHATTEM
Figure 5C-16 RATINGS FOR CHATTEM BY RETAIL CHANNEL
Table 5C-16 PREFERRED SUPPLIER POSITION OF CHATTEM

GlaxoSmithKline [US$ 800]

Table 5C-9 RATINGS FOR GLAXOSMITHKLINE
Figure 5C-9 RATINGS FOR GLAXOSMITHKLINE
Figure 5C-10 RATINGS FOR GLAXOSMITHKLINE BY RETAIL CHANNEL
Table 5C-10 PREFERRED SUPPLIER POSITION OF GLAXOSMITHKLINE

Johnson & Johnson [US$ 800]

Table 5C-1 RATINGS FOR JOHNSON & JOHNSON
Figure 5C-1 RATINGS FOR JOHNSON & JOHNSON
Figure 5C-2 RATINGS FOR JOHNSON & JOHNSON BY RETAIL CHANNEL
Table 5C-2 PREFERRED SUPPLIER POSITION OF JOHNSON & JOHNSON

Novartis [US$ 800]

Table 5C-11 RATINGS FOR NOVARTIS
Figure 5C-11 RATINGS FOR NOVARTIS
Figure 5C-12 RATINGS FOR NOVARTIS BY RETAIL CHANNEL
Table 5C-12 PREFERRED SUPPLIER POSITION OF NOVARTIS

Prestige Brands [US$ 800]

Table 5C-18 RATINGS FOR PRESTIGE BRANDS
Figure 5C-19 RATINGS FOR PRESTIGE BRANDS
Figure 5C-20 RATINGS FOR PRESTIGE BRANDS BY RETAIL CHANNEL
Table 5C-19 PREFERRED SUPPLIER POSITION OF PRESTIGE BRANDS

Procter & Gamble [US$ 800]

Table 5C-3 RATINGS FOR PROCTER & GAMBLE
Figure 5C-3 RATINGS FOR PROCTER & GAMBLE
Figure 5C-4 RATINGS FOR PROCTER & GAMBLE BY RETAIL CHANNEL
Table 5C-4 PREFERRED SUPPLIER POSITION OF PROCTER & GAMBLE

Schering-Plough [US$ 800]

Table 5C-13 RATINGS FOR SCHERING-PLOUGH
Figure 5C-13 RATINGS FOR SCHERING-PLOUGH
Figure 5C-14 RATINGS FOR SCHERING-PLOUGH BY RETAIL CHANNEL
Table 5C-14 PREFERRED SUPPLIER POSITION OF SCHERING-PLOUGH

Wyeth [US$ 800]

Table 5C-7 RATINGS FOR WYETH
Figure 5C-7 RATINGS FOR WYETH
Figure 5C-8 RATINGS FOR WYETH BY RETAIL CHANNEL
Table 5C-8 PREFERRED SUPPLIER POSITION OF WYETH

Retailers' Perceptions of Emerging Retail Trends [US$ 3 500]

Figure 6-1 RETAILER OPINIONS ON CONSUMER-DIRECTED HEALTHCARE
Figure 6-2 REASONS GIVEN BY RETAILERS FOR OFFERING RETAIL CLINICS

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