Table of contents
STRATEGIC EVALUATION
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
PROSPECTS FOR THE OTC HEALTHCARE BUSINESS
Nurturing global brands
Healthy cashflow allows necessary investments
Organic growth is not enough
Table 1 Merck KGaA: World Sector Sales Performance by Value 2005
Table 2 Merck KGaA: OTC Healthcare Regional Sales Performance by Value 2005
CORPORATE OVERVIEW
STRATEGIC OBJECTIVES AND CHALLENGES
Global expansion – existing brands in new markets
Increasing importance of acquisitions and partnerships
OPERATIONAL AND DISTRIBUTION STRATEGIES
OWNERSHIP EVENTS
PIPELINE
Summary 1 Merck KGaA: Key Facts
PERFORMANCE BY REGION AND BY SECTOR
OTC HEALTHCARE MARKET ASSESSMENT
Vitamins and dietary supplements leads growth
VITAMINS AND DIETARY SUPPLEMENTS
Competitive landscape
Prospects
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES
Competitive landscape
Prospects
DIGESTIVE REMEDIES
Competitive landscape
Prospects
MEDICATED SKIN CARE
Competitive landscape
Prospects
ANALGESICS
Competitive landscape
Prospects
CALMING AND SLEEPING PRODUCTS
Competitive landscape
Prospects
NRT SMOKING CESSATION AIDS
Competitive landscape
Prospects
Table 3 Merck KGaA: World Shares & Rankings in OTC Healthcare by Sector by Value 2004- 2005
Table 4 Merck KGaA: World and Regional Shares in OTC Healthcare by Sector by Value 2005
BRAND ASSESSMENT
BRAND STRATEGY
Fragmented regional brand portfolio
Building a global brand through Seven Seas
Brand expansion through extension
Growing importance of online marketing
CEBION
A major regional brand
SEVEN SEAS
Seven Seas goes global
Leading fish oils brand
Presence in Africa and the Middle East in child-specific vitamins and dietary supplements
Table 5 Merck KGaA: Cebion World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 6 Merck KGaA: Cebion Regional Shares in OTC Healthcare by Sector by Value 2005
Table 7 Merck KGaA: Seven Seas World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 8 Merck KGaA: Seven Seas Regional Shares in OTC Healthcare by Sector by Value 2005
APPENDICES
FINANCIAL SUMMARY
Table 9 Merck KGaA: Financial Summary 2001-2005
COMPANY BACKGROUND
Summary 2 Merck KGaA: Historical Development
Summary 3 Merck KGaA: Subsidiaries 2005
Summary 4 Merck KGaA: OTC Healthcare Brands 2005
Summary 5 Merck KGaA: Company locations
Summary 6 Merck KGaA: Websites
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