Issue link: http://osercommunicationsgroup.uberflip.com/i/562622
C h a i n D r u g s t o r e D a i l y 8 5 S u n d a y, A u g u s t 2 3 , 2 0 1 5 segments: branded, injectables and generics with 27 manufacturing facilities worldwide. Hikma's revenues for the year 2014 were nearly $1.5 billion glob- ally. West-Ward is the U.S. operations arm of Hikma responsible for marketing, planning and distributing products in both the injectable and non-injectable business units. West-Ward is supported by six FDA approved manufacturing facilities across the globe, with two based in the U.S. West-Ward has grown at a rate faster than that of the consolidated com- pany, increasing the importance of the U.S. market to Hikma. In 2014, West- Ward represented 51 percent of Hikma's group sales. West-Ward was established in 1946 as a generic orals manufacturing compa- ny. With more than 60 years of experi- ence, West-Ward has a longstanding presence in the U.S. oral solid generics market, with a focus on quality manufac- turing and high service levels. West- Ward has a broad portfolio with 41 oral products in 103 dosage forms. Some of the products for the non-injectable prod- uct line include Doxycycline, Amoxicillin and Prednisone. West-Ward became the second largest injectable supplier by volume in the U.S. after the acquisition of Baxter's Multi-Source Injectables (MSI) division in 2011. Continuing the growth of the injectables business, in 2014, Hikma/West-Ward announced the acqui- sition of certain assets of Bedford West-Ward Pharmaceuticals (Cont'd. from p. 1) Laboratories (the generic sterile injecta- bles division of Boehringer Ingelheim), thereby adding to its injectable product portfolio. In combination with the exist- ing injectables portfolio and FDA manu- facturing facilities in Portugal and Germany, these acquisitions solidified the portfolio and reinforced West-Ward as a full service generics manufacturer. West-Ward's injectable product portfolio includes 65 products in 184 dosage forms and strengths, including controlled sub- stances. Some of the injectable products include Fentanyl, Morphine, Phenylephrine, Glycopyrrolate and Argatroban. Spiro Gavaris (West-Ward Vice President, Sales and Marketing) believes that on the heels of the Bedford transac- tion, West-Ward has optimized the poten- tial of their combined product portfolio, building stronger customer relationships and increasing new product launches and product acquisitions with the expanded operating capacity. West-Ward is focused on continuous supply given the span of the global mar- ket shortages across the industry. With the acquisition of manufacturing facili- ties in Portugal, Jordan, Saudi Arabia and Germany, Hikma/West-Ward has expanded its capacity to produce quality pharmaceuticals. "Our expanded capacity and site transferring of products optimizes our outputs and increases production for flexible manufacturing," said Gavaris. Visit West-Ward Pharmaceuticals at booth #3008. chain drug market and their customers. We also watched in real-time while the major players in chain drug were trying to figure out the vagaries of their customers' interest and purchase criteria in this category. CDD: What trends do you see in the lubricant/family planning category of the chain drug market? SF: We see two major themes emerging across chain drugstores now and into 2016. The first is a return to fewer brands and product offerings, and greater emphasis on revenue and profit per brand and product. We're typically sharing store real estate with condoms, pregnan- cy tests and vaginal health products. Aggressive, young innovators like us are competing for slot space not just with legacy lubricant manufacturers, but also with the entire family planning/feminine hygiene product category. The second major theme is micro-targeting product mixes to smaller and smaller demograph- ics. Chains are adapting lubricant offer- ings and shelf space in stores, especially in predominantly gay neighborhoods. CDD: How is Empowered Products Empowered Products (Cont'd. from p. 1) adapting to these chain trends? SF: We've always been a company that does a few things really well rather than be a manufacturer that has a thousand different SKUs to manage. This summer we are launching a redesign of our PINK ® brand bottles and packaging, and rolling back prices to create more customer-appealing products and prices levels. We think this will boost overall revenues per SKU while preserving margins and absolute profits per SKU. We're also introducing our first unisex or non- gender based product line to expand our offerings to drug chains. CDD: Does Empowered Products have plans to expand beyond lubricants? SF: Yes. By 2016 we plan to launch a line of topical lotions designed for intimate massage and spiritual and physical heal- ing based on Ayurveda, the science of life. We see our larger focus as strengthening and empowering relationships. To learn more about Empowered Products, visit booth #3548, go to www.empowered products.com, call 800.929.0407 or email wholesale@empoweredproducts.com. the shelf and an honest spend." Biernbaum explained further, "I take on only clients that give me the room and the mandate to go to market the right way, with no undermining, and they must allow me to surround them with other champions that I know, trust and have worked with for years." David Biernbaum is extremely well connected. In 2009, he started up the Consumer Goods & Retail Professionals networking group on LinkedIn that now has more than 55,000 members. Biernbaum also contributes every morn- ing as a "BrainTrust panel member" on the popular Retailwire.com blog and he has held a number of committee positions at NACDS and in other trade associa- tions. Biernbaum is passionate about the CPG retail industry and enjoys his long history bringing success and prof- David Biernbaum (Cont'd. from p. 4) its not only to his own clients and brands, but also to his retail partners. "Retail category managers and execu- tives are thrilled with the profits being made on destination-items like Australian Dream and TriCalm. My client's brands not only are making big profits but are the ones making the dis- ruptive difference in the aisle while bringing in the most coveted premium customer that spends the most money in the store." Just a few older brands that David and his teams have guided or helped influence include ZarBee's children's cough syrups, Zooth licensed tooth- brushes, Aquafresh toothpaste, Oral- B, Selsun Blue, Gillette Sensor, Germ- X, Sonicare, TheraBreath and many others. For more information, visit www.consult davidb.com, call 314.434.6008 or email david@biernbaum.com. These plants are designed, built and run to stringent FDA requirements. Its ability to develop processes and make in-house API for complex prod- ucts such as peptides, controlled sub- stances and hormones ensures that it not only uses the best quality API, but is also among the most efficient pro- ducers. Sun Pharma has more than 375 ANDAs approved, and more than 90 ANDAs awaiting approvals, with fil- ings for complex products such as nasal sprays, depot injections and modified- release products. This is one of the strongest pipelines among Indian com- panies. Every year, the company files approximately 20 ANDAs to replenish its pipeline. Across four world-class research Sun Pharmaceutical (Cont'd. from p. 4) centers, more than 800 scientists work on process and product development so that Sun Pharma is able to continually file for ANDA and API and move up the scale in terms of complexity. A strong patent team works with scien- tists to examine possibilities for non- infringing processes or science-based patent challenges. With the most recent acquisition of Ranbaxy, Sun Pharma now presents as the fifth largest generic company in the world and number one in India. With clear plans for growth, the company is keen to grow its U.S. presence and bring the customer high-quality gener- ics that can be trusted. All trademarks and registered trademarks are the property of their respective owners. Visit Sun Pharma at booth #408. Do It Better Sampling has long been known as a high- ly effective way to create customer desire and thus convert a sale. Coupons also remain quite capable in helping to close the sale, as they are powerful, money- saving motivators. What if you could harness the power of both sampling and coupons to create something even more compelling? A SAMPLEit program com- bines their effectiveness in a customer experience that can be incredibly suc- cessful for your brand, resulting in expo- nentially higher sales conversion than traditional methods, goodwill with con- sumers and an effective tracking system for conversions. Demand, Meet Supply Consumers genuinely want the opportu- nity to sample products within FDM channels – especially beauty. In today's digital age, they expect entertaining and engaging ways to interact with your brand. For $1, the SAMPLEit experience provides consumers with the opportunity to engage with a sleek kiosk to receive your product sample and get a coupon to buy the full-size version – right there in the store. More Than a Game-Changer; A New Game The $1 cost of the sample pre-qualifies your customer, the coupon encourages them to buy the full-size product and the kiosk's in-store location provides the SAMPLEit (Cont'd. from p. 1) ultimate convenience. By joining the forces of all these elements, results have shown that with a 26-week program, typ- ical redemption rates increase to an aver- age of seven percent. In short, redemp- tion is conversion, and qualified cus- tomers boost ROI. The SAMPLEit Vision for a New Era in CPG Marketing SAMPLEit believes that brands, retailers and consumers can mutually benefit and maintain a connection through a combi- nation of products, trial and savings. This brings consumers back into the conversa- tion, and empowers them to actively advocate and participate in your brand universe. Including your customers in the process leads to the development of bet- ter, proven products for everyone to enjoy – more innovation, fewer gimmicks. The Take Away The SAMPLEit experience gives you the power to create instant brand chemistry with your customer. Technology and branding combine to uniquely qualify customers, and motivate them to make a full-size purchase in-store. SAMPLEit kiosks are effective at priming your cus- tomers for conversion, and the sales results speak for themselves. Visit SAMPLEit at booth #3247. For more information, email Todd First, Vice President of Business Development at todd.first@outerwall.com or call 630.470.3941.