| 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 Tablets, 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, Food for Specified Health Uses,
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 which 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 tions, 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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Second advertisement for New Hepalyse® Drink |
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| Cultivating a New National Brand Product after Chondroitin |
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In the Consumer Healthcare business, we will continue to expand sales aided by expanded advertising investment. This advertising will be focused primarily on our flagship Chondroitin range of products, the market leaders for internal medicines to treat joint pain, and the Hepalyse® range of nutrient tonics that have seen steadily expanding sales. We also intend to cultivate new national brand products and raise our profile within the industry.
In the fiscal year ending March 2012, we plan to further expand the market for Chondroitin ZS Tablets. The other Chondroitin range of products have firmly maintained a position as a national brand in a market filled with numerous competing internal medicines for joint pain. To attain this objective, we will introduce a fourth round of nationwide TV ads for Chondroitin ZS Tablets. Once again, the commercials will feature popular celebrity and television meteorologist Yoshizumi Ishihara. The TV ad is set in Kyoto where Mr. Ishihara and a maiko (apprentice geisha) provide the “Genki” report, all the while performing a humorous choreography combined with a well-known commercial jingle to emphasize the maximum daily dosage of 1,560mg for Chondroitin ZS Tablets. This highly amusing commercial has heightened the popularity of Chondroitin. We also use newspapers that best reach our target market and have upgraded the Chondroitin website to effectively promote the brand. We will also focus on in-store promotions, which is one of Zeria’s strengths.
We intend to cultivate the Hepalyse® range of nutrient tonics containing liver hydrolysate — one of Zeria’s unique ingredients — as the next national brand after Chondroitin. In July 2010, we commenced a nationwide TV ad campaign that increased brand recognition and led to a 24% year-on-year increase in sales. In July 2011, we will begin airing a second round of TV advertisements for New Hepalyse® Drink featuring actor and sportscaster Jay Kabira.
In conjunction with our TV ad campaigns, we place advertisements in various national magazines and websites, and undertake in-store promotions. The goal is to raise brand recognition, particularly among business people, the main target market.
Zeria will also realize synergies with ZPD (formerly Biofac Esbjerg), a manufacturer of sodium chondroitin sulfate that became a Zeria subsidiary in September 2010. We will also create new Chondroitin businesses in Japan and overseas. Full-fledged sales and business development for consumer healthcare products in Asia will be managed by our International Business Division. |
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| TV commercial and poster for Chondroitin ZS Tablets |
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| TV commercial (left), transport advertisement (center) for New Hepalyse® Drink |
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