| Main Products |
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| Self-Prevention |
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Chondroitin ZS Tablets, a nutrient
and tonic for arthralgia or lumbalgia
(Category 3 medicine) |
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New Hepalyse® Plus, a nutrient tonic for physical fatigue
and exhaustion (Category 3 medicine) |
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New Hepalyse® Drink, a nutrient tonic for physical
fatigue and exhaustion (Category 2 medicine) |
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| Self-Cure |
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Acinon® Z, a treatment for gastrointestinal diseases
(H2 blocker) (Category 1 medicine) |
WithOne® L, an herbal laxative
(Designated Category 2 medicine) |
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| A Lineup Ranging from OTC Drugs to Quasi Drugs, Health Foods and Cosmetics
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Zeria's Consumer Healthcare business has anticipated the emergence of the so-called "super-aging society" and the shift in people's attitudes about health, and has responded quickly to demands for self-medication. The Consumer Healthcare business offers a diverse array of products based on Self-Prevention, which involves proactively maintaining good health and preventing diseases, and Self-Cure, which entails the curing of minor health illnesses through OTC drugs.
In the area of Self-Prevention, Zeria was a frontrunner in launching drugs containing a combination of original and high-quality ingredients that include Chondroitin ZS Tablets, New Hepalyse® Plus and Hi Jelly® Powder. Chondroitin ZS Tablets with a maximum daily dosage of 1,560mg——the highest in the industry——is significantly expanding its market as an internal medication for joint pain. As the concept of self-medication continues to gather pace, Zeria is once again being hailed for its foresight in entering this field ahead of other companies.
In the Self-Cure field, we offer gastrointestinal drugs, cold remedies, antifebrile/analgesic medications, sinus infection medications, skin medications, eye drops and other products. We are also bolstering our business in new OTC drug fields such as herbal medicines and Rx-to-OTC switched products, for which demand is expected to rise following the revision of the Pharmaceutical Affairs Law. |
| Proactively Cultivating Markets Together with Sales Outlets and Agents
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| Zeria Pearl Association meeting |
In the Consumer Healthcare business, we have adopted a direct-sales method that targets mainly pharmacies and drug stores at the front-line of sales. In response to the revision of the Pharmaceutical Affairs Law, we are establishing specialized departments for cultivating new business clients such as supermarkets and convenience stores.
In line with setting up an enhanced support structure for sales promotion activities, we hold workshops for pharmacists and sales staff in pharmacies and drug stores, and propose promotional programs. At the same time, we hold training sessions, centering on the Zeria Pearl Association, which is organized through close relations with retailers, and develop exclusive products (store brands) and provide support for invigorating stores.
To raise recognition and achieve further market penetration of our products, promotional activities also focus on selecting the most suitable media format. This includes in-store promotions, print advertising, our websites dedicated to respective product lines and nationwide TV commercials targeting specific segments. |
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| In-store advertisement for Chondroitin ZS Tablets
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| Introducing New Products and Raising Product Recognition
through TV Promotions
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In the current fiscal year, we will identify priority products among our extensive lineup of products and carry out strategic marketing for Chondroitin, Hepalyse®, WithOne® herbal laxatives and Aposty®, skincare products specifically targeting adult acne.
Aiming to further expand markets for Chondroitin, we are implementing the second round of TV advertisements for Chondroitin ZS Tablets once again using popular Japanese celebrity Yoshizumi Ishihara. In addition, we will upgrade the current Chondroitin Information Website and provide newsworthy topics via active campaigns including setting up the "pain-free knee day" anniversary (November 13).
Zeria also aims to cultivate New Hepalyse® Drink containing liver hydrolysate as a candidate for becoming the next national brand after Chondroitin. In line with efforts to achieve this goal, in November 2009 Zeria will commence TV ads targeting the year-end demand period.
In response to the revised Pharmaceuticals Affairs Law enforced on June 1, 2009, we are driving forward category-specific sales strategies. We aim for further market penetration of Acinon® Z, a Category 1 pharmaceutical for which we particularly anticipate growth. As part of these efforts, we are actively strengthening the product lineup that includes capsules, tablets and liquid formulations.
It is expected that OTC drug retail channels will be expanded to supermarkets and convenience stores and other market routes due to changes in retail systems in accordance with the revision of the Pharmaceuticals Affairs Law. Zeria is proactively tackling such changes in the business environment by setting up specialist departments within the Consumer Health Products Sales & Marketing Division. |
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| TV commercial and poster for Chondroitin ZS Tablets |
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| “Pain-free knee day“ event with Mr. Ishihara |
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| TV commercial and poster for New Hepalyse® Drink |
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