Three Years after Acquiring Overseas Brand Taisho Revamps Strategy for Colac

Three Years after Acquiring Overseas Brand Taisho Revamps Strategy for Colac

In 1997, Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) acquired business and sales rights to leading a laxative Colac from the Proctor and Gamble Group. Three years later, following exhaustive market research, Taisho announces a new business strategy for Colac that will take effect in August.

Our research estimated the market for laxatives in fiscal 1999 to be 30 billion yen. In a survey of 300 women, 70% responded that they had experienced constipation discomfort. The effectiveness of laxatives is classified as either "strong" or "moderate," and we found that some people prefer natural herbal remedies.

In the development of all our products, we focus on responding to the lifestyle needs of our customers. To this end, we introduced Colac Soft (a moderate-strength laxative that will not irritate the stomach) to the Colac line-up, the operations for which we assumed from Proctor and Gamble in 1997. This line includes Colac (extra strength) and Colac Herb, the natural herbal remedy revamped and renamed from the previous Colac S.

In Japan, our Colac series holds top share of the laxative market, and, with the introduction of Colac Soft, we hope to carve a new market for a manufactured constipation remedy that is moderate in strength and easy on the stomach.

We changed the name of Colac S to Colac Herb because many consumers had mistaken the meaning of the letter "S" in the name: instead on the intended "shouyaku" (herbal medicine), many believed that it stood for "super" or "special." We feel that the new name correctly conveys the safety of this natural laxative product. Colac will also be attractive as it offers more tablets at a lower price than conventional laxatives. The beginning of September will see the kick off Taisho's new Colac series in a TV commercial that will also feature Colac Soft.

Product Features

Continuing as a Leading Brand

Colac
*An effective 5-coat laxative pill with bisacodyl as the active
ingredient; it reaches the intestine without dissolving in the stomach.
*Stimulates and heightens vermicular activity in the large intestine.
*Effectively rids feelings of residual stool.

Recommended for persistent constipation

New Release

Colac Soft
*Works gently with sodium picosulphate as the active ingredient.
*Gentle, and does not irritate the stomach

Recommended for first-time users

Revamped Product

Colac Herb (herbal remedy)
*Herbal sennoside extract normalizes large intestinal activity.
*Powdered herbal glycyrrhiza extract suppresses stomach discomfort.
*Recommended for those who prefer natural remedies.

A perfect, natural way to help nature along

Product Overview

Product Name	Colac
Packaging and Price	270 tablets: 3,280 yen; 180 tablets 2,380 yen 120 tablets 1,680 yen; 60 tablets 980 yen
Composition	Two tablets contain 10mg bisacodyl: 2- (4,4'-diacetoxyl-diaphenyl-methyl) pyridine Additives: Red dye number 3
Uses	Persistent or habitual constipation
Dosage	Two tablets once per day before sleep, or several hours before an expected bowel movement. To be swallowed without chewing.

Product Name	Colac Soft
Packaging and Price	120 tablets: 1,780 yen; 40 tablets: 680 yen
Composition	Three tablets contain 7.5mg sodium picosulphate Additives: Propylene glycol and red dye number 3
Uses	Constipation or any of the following symptoms resulting from constipation: Heavy head, hot flashes, rough and dry skin, rashes, anorexia (loss of appetite), flatulence, abnormal intestinal yeast and hemorrhoids.
Dosage	Two to three tablets once per day before sleep or on an empty stomach. Small amount to be used at first, with dosage adjusted up or down accordingly. Not for use by children under 15 years old.

Product Name	Colac Herb
Packaging and Price	63 tablets: 2,450 yen; 21 tablets: 850 yen
Composition	Two tablets contain: Sennoside : 57.12mg (24mg of A- and B-sennoside) Glycyrrhiza extract powder : 80.00mg (equivalent to 560mg of glycyrrhiza)
Uses	Constipation or any of the following systems resulting from constipation: Heavy head, hot flashes, rough and dry skin, rashes, anorexia (loss of appetite), flatulence, abnormal intestinal yeast and hemorrhoids.
Dosage	One to two tablets once per day before sleep or on an empty stomach. Conditions vary from person to person, so a small amount should be used at first, with dosage adjusted up or down accordingly. Not for use by children under 15 years old.

Release date	August 1, 2000
Sales goal for the first year	1.5 billion yen (on basis of shipments of new Colac Soft)