Iberogast

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

WHERE TO PLAY HOW TO WIN

1 2 3 4 5
Where should Which customer What How do we How do we
we intervene to segments do behaviors, evolve our effectively
drive growth? we prioritize? drivers and brand relative to activate target
barriers should the competition customers?
we leverage? to sustain an
edge?
“I take Iberogast when I have digestive symptoms because it can address multiple symptoms relatively fast and contains natural
ingredients which are gentle to my body even over a long period of time.”

N15s lead a busy lifestyle.

Believe poor eating habits
• N15s: primary and stress to be their main
• Gastrointestinal target 25-44 trigger for their digestive
(ave.age 33) symptoms. Believe
category
females who are remedies with natural
ingredients are safer and
health conscious
desire one remedy to
and have children. address multiple symptoms.
They regard
However, believe remedies
digestive health as
with natural ingredients are
being the most
slower acting. Currently use
important aspect of antispasmodic painkillers
health. because seen as fastest
and most effective in
treating.
Most studied herbal OTC in
the world.
It combines 9 medicinal • Radio
herbs, specially selected •
Sampling
and combined to give fast
• Online
relief (15-30 mins)
• In-store
It is a drops format which
ensure faster delivery.
Iberogast is natural and
gentle to the body yet
effectively relief digestive
symptoms (abdominal pain
and cramps together with
heaviness, bloating and
other gases)
Area to play: broad but strength lie on motility (movement)

Herbs show to cure ulcer but less study

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

Mkt Size %Gr 5-Yr CAGR

Total Market Size (OTC + MC) 44.62 -4.1% 5.8%
A02A1 PLAIN ANTACIDS 18.07 -8.3% 13.5% • Top 6 category share 41.56 Meuro or 93% share of total
A03F GASTROPROKINETICS 7.42 5.3% 6.4% • Key category in OTC are Plain Antacids (A02A1), Antacids +
A02A4 ANTACIDS + ANTIFLATULENTS 5.17 3.5% -0.5%
A02A2 PLAIN ANTIFLATULENTS 4.76 -5.6% -0.3%
Anti-flatulents (A02A4) and Antacid + other drugs (A02A6)
A03A ANTISPAS &ANTICHOLINERGIC 4.28 11.2% 3.5% • Key category in MC are Gastroprokinetics (A03F), Plain
A02A6 ANTACIDS + OTHER DRUGS 1.86 -26.7% -5.4% Antacids and Antispasmodic + anticholinergic (A03A).
A02C OTH STOMACH DISORDER PREP 1.54 -4.8% 9.2%
A02A7 ANTIFLATULENTS + OTHERS 0.90 -9.5% -6.3%
A03E OTHER GI COMBINATIONS 0.38 -10.5% 9.9%
A03C A-SPASM./ATARACTIC COMBS 0.11 2.0% -8.8%
A03D A-SPASM./ANALGESIC COMBS 0.09 -31.0% 1.1%
A02A3 ANTACIDS + ANTISPASMODICS 0.04 -15.8% -13.9%

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).

PLAIN ANTACIDS ANTACIDS + ANTIFLATULENTS

18,000,000 ANTACIDS + OTHER DRUGS GASTROPROKINETICS
ENO GSK GAVISCON R&B ANTACIL TNK
PLAIN ANTIFLATULENTS
16,993,238
ANTISPAS &ANTICHOLINERGIC
AIR-X R.X MOTILIUM & M BUSCOPAN B.I
16,000,000 15,686,359
14,972,424 8,000,000
7,488,595
14,000,000 7,000,000 6,940,979 6,965,283
13,240,437 6,614,010
6,472,271
12,000,000 6,000,000 5,825,810
5,000,000 4,973,249 5,236,095
10,000,000
8,896,612 4,349,163
4,000,000
8,000,000
3,000,000 2,747,073
6,000,000 2,620,836
2,000,000 1,989,308 2,037,625 2,244,099
1,782,683
4,000,000
1,000,000
2,000,000 -
MAT ~ MAT ~ MAT ~ MAT ~ MAT ~
- 12/2010 12/2011 12/2012 12/2013 12/2014
MAT ~ 12/2010 MAT ~ 12/2011 MAT ~ 12/2012 MAT ~ 12/2013 MAT ~ 12/2014

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.

PLAIN ANTACIDS ANTACIDS + ANTIFLATULENTS ANTACIL TNK GANATON ABT

ANTACIDS + OTHER DRUGS ANTISPAS &ANTICHOLINERGIC GASMOTIN EIS MOTILIUM M J-C
7,000,000 GAVISCON R&B DE GAS R.X
GASTROPROKINETICS A02A2 PLAIN ANTIFLATULENTS
1,400,000.0 AIR-X R.X
6,000,000 6,100,681 1,306,716.3 1,294,485.9
1,239,770.9 1,261,381.4 1,245,180.8
1,244,386.0
5,493,207 1,200,000.0 1,155,014.0
5,000,000 1,114,968.4 1,112,406.3
4,815,906 4,969,978 1,074,137
4,720,024 1,017,403
1,055,283.1
1,033,504
1,029,373.6
1,000,000.0 987,948 980,518.7 1,007,649
926,314.3
4,000,000
800,000.0
730,603.7
3,000,000 2,887,708 3,008,551 3,052,755 3,009,866
2,724,570
600,000.0
2,000,000 498,201.2

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

Classification HR OTC OTC HR D/ OTC/New Drug (??)

LTP 60 sachet: 409 THB
24 sachet: 215 THB
12 bottle: 592 THB
Plain: 10 ml x24 sachet – 234 THB
150 ml - 137 THB, 16 tab – 94 ThB
Dual: 10 ml x24 sachet – 342 THB
150 ml - 183 THB, 16 tab – 124 ThB
Tab 10’sx50 – 257 THB
Gel: 240 ml (orange/ mint / plain) –
34 THb, 450 ml – 54 THB, 1000 ml –
103 THB.
Tab: 10’sx50 (plain / orange / lemon)
– 500 baht, 10’sx51 (3 flavor) – 510
baht, 10’sx10 (org) – 91 baht, 4’sx25
(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
Bottle – 65 baht
Plain: Saceht 10 ml: 17 baht 10’s – 7 baht 10’s – 15-21 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
HH
• Long establish brand
• Claim 6 sec onset
• Product profile • Long establish • Available both HR and OTC • Natural remedy looks safer
• Advertising investment • Low consumer price • Chewable with Good taste • Broad spectrum of lower GI
• 2 in 1 treatment • Low price in both OTC and MC
• 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

Brand Ganaton (Abbott) Motilium (Janssen) Buscopan

(Boeringher)
Ingredient Itopride HCL Motilium: Domperidome (susp) Hysocine butylbromide
Motilium M: Domperidoe Maleate (tab)

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

Classification Special controlled Dangerous Drug Dangerous Drug

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

Price NA 10’s – 45-50 baht 10’s – 30 baht

30 ml -

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