Looking after animal health worldwide

Shampoo, powder, collars, dental chews and terrarium strips are just a few of the many products manufactured by Bayer Health Care. One factor common to all is that they are used to protect and care for pets. "With our product lines 'Bolfo' and 'Bay-o-Pet' we market a wide range of non-prescription pharmaceutical products, biocides, grooming products and food supplements in many countries across the globe," says Anna Nowak, a product manager at Bayer Health Care. The company's range of parasite control products is marketed under the "Bolfo" label, while grooming and care products carry the "Bay-o-Pet" brand name. Most new products are developed in the company's research laboratory in Monheim (Germany). To optimise its range Bayer Health Care is constantly seeking to develop new products and to improve existing formulas.In Germany the company occupies a leading role in the speciality pet product trade with its over-the-counter pharmaceuticals. It has positioned itself in other markets too, for example in Italy with an established pet food line, "Progres", comprising a wide range of dog and cat food varieties and snacks. Other over-the-counter care and grooming products, such as shampoo and food supplements, are also marketed in Italy and other countries. In Italy and Spain these lines are sold under the "Sano & Bello" label. The company also recently launched a pet food line, "Mira", in Argentina.The legal situation in the main distribution countries varies considerably and this has an influence on the local and global strategy adopted by Bayer Health Care. In some countries, for example Poland, Russia and some South American countries, its products can be sold via all distribution channels, thus through veterinary surgeries, chemist's shops and pet stores. In most cases, however, they are only marketed in the pet product trade. Italy is a typical example of what is an exceptional situation for Bayer Health Care: so-called "ethical" products, thus even the "Advantage" flea control agent, can be sold like the "Kiltix" tick collar in pet stores. This naturally has a considerable influence on their success. The global policy of Bayer Health Care is to sell high-quality products with the provision of advice also. For this reason, but also on account of the legislation in certain countries, the company's "ethical" products are distributed for the most part through the veterinary channel.Europe and North America each account for a third of the sales of all…