Animal Health Marketing Strategies in the EU

SUMMARY

Overview:

The European animal health market is worth $3.3 billion, but each of the 15national markets has its own structure, distribution routes, buying culture andregulatory environment - this represents 15 sets of challenges andopportunities.

This report will explain:

• how to apply the latest marketing techniques to increase your returns fromthis profitable but complex market
• the unique features of each of the 15 national markets
• how your competitors have developed their marketing strategies acrossEurope, the threats and opportunities that these represent and what you canlearn from their successes and failures.

Animal Health Marketing Strategies in the EU features:

• Market sizes and product sector breakdowns for the 10 largest markets,allowing you to prioritise your marketing investment
• Flow charts illustrating distribution routes for animal health products inthe 15 member states, enabling you to optimise your strategy for marketpenetration and development
• An analysis of the market drivers and constraints in each country, informingyou of what makes each market unique
• Details of the regulatory environment in all 15 country markets
• Case studies of how 13 major animal health companies have used differentmarketing strategies across Europe to maximise their returns in these diversemarkets
• A clear exposition of the principles of marketing, explaining how analyticaltechniques such as SWOT analyses, Product Life Cycles and Porter's Five Forcescan be applied to the challenges faced by senior managers in the animal healthindustry.

Executive Summary:

The 15 Member States, which presently form the European Union (EU), generatenearly a quarter of the global animal health market. Five countries, France, theUK, Germany, Spain and Italy, dominate the regional market, accounting for 80%of the EU sales total.

The leading global animal health companies have increased their market sharesin the region over recent years through mergers and acquisitions accomplished atglobal level. At the same time, multinationals have pursued the acquisition oflocal companies in key European markets filling geographical gaps. The top fivecompanies in the EU (Intervet, Merial, Pfizer, Bayer and Schering-Plough),generated half of the region's total animal health sales in 2001, while the topten accounted for three quarters.

The report describes in detail the regulatory environment, market sizes andbreakdowns the distribution routes for veterinary products for all 15 MemberStates. It also looks at specific national issues, such as price levels ofanimal health products, and future prospects.

An overview of marketing management is presented. The product life cycle withits distinct phases of sales and profit history is described, as well as thetime needed for an animal health product to reach a profitable state after theresearch and development phase. Operational marketing and strategic marketingare defined and explained in the context of the animal health industry.

The report concludes with a chapter of case studies, in which the overallstrategic approaches of the 13 leading animal health companies in the EU arelooked at, and some specific examples of marketing tactics for each case areexamined.

TABLE OF CONTENTS

• Chapter 1 Introduction
• Chapter 2 Regulation of the marketing of animal health products
• Chapter 3 The markets
• Chapter 4 Marketing management
• Chapter 5 Case studies