Case Study - Cialis - Ready to Market

Only available on StudyMode
  • Download(s) : 370
  • Published : September 28, 2008
Open Document
Text Preview
Table of Contents: Team Cialis
A) Introduction………………………………………………………………………………3

B) Situation Statement………..………………………………………………………….3

C) SWOT analysis……………………………………………………………………………5 1.Environment…………………………………………………………………………………………5 a.Opportunities
b.Treats
2.The Firm………………………………………………………………………………………………8 a.Strengths
b.Weaknesses

D) Options Generated…………………………………………………………………….10

E) Recommendations…………………………………………………………….………13

F) Suggested Plan of Implementation………………………………………………16 1.6th month action plan…………………………………………………………………………...16 a.Objectives………………………………………………………………………………….16 b.Target market…………………………………………………………………………….16 c.Positioning…………………………………………………………………………………16 d.Price…………………………………………………………………………………………..17 e.Promotion………………………………………………………………………………....18 i.Primary Market………………………………………………..……………..18 ii.Secondary Market……………………………………………………………19 2.18th month action plan…………………………………………………………………………20 a.Objectives………………………………………………………………………………….20 b.Target market……………………………………………………………………………20 c.Promotion………………………………………………………………………………….21 i.New Primary Target market………………………………………………21

G) Exhibits……………………………………………………………………………………23

Introduction / Situation Statement:
The market objective of several pharmaceutical companies which seeks to come up with the next big “pill” of the year has most recently translated itself into a new trend concentrating on “quality-of-life” medicines. These medicines aren’t necessarily directed towards individual’s health, but more towards improving certain aspects of life that are not typically covered by most health plans. An example of this is the significant ED (erectile dysfunction) market, which already enjoys broad exposure through Viagra’s highly recognized ED product created by the pharmaceutical giant Pfizer. With as many as 30 million men in the United States and 150 million men worldwide estimated to suffer from ED, this market generates annual sales of $1 billion dollars. Newcomers to the ED market such as Cialis, a product developed through a joint venture between Eli Lilly (a pharmaceutical giant) and ICOS (a young biotech company) are showing promising clinical results. Cialis has the potential of extending the effects of the drug as to 36 hours compared to Viagra’s four hours. While Viagra was affected by food intake this was not the case with Cialis since Viagra’s absorption rate diminished after high-fat meals. In addition, few side effects were experienced when using Cialis. After successfully going through the comprehensive three phases of the FDA clinical trials, the product demonstrated not only better longer lasting result but it also revealed a large number of interested consumers. This was not the case for other comparable products. In a study conducted by Lilly ICOS which included users and dropouts of Viagra, results revealed a 100% interest from users and dropouts of Viagra located in the UK. (Table B) In the past Lilly has seen a drought of successful products in the pharmaceutical market. This explains why the company expended a great deal of effort into developing new ways of integrating and introducing new pharmaceutical products into the market. Instead of adopting a high-risk high-return strategy, Lilly focused on the discovery and development of innovative drugs. The pharmaceutical company geared its spending towards “quality-to-life” type of medicines (such as male baldness, skin rejuvenation, and ED) instead of focusing on chronic and life-threatening medical conditions (such as cancer and cardiovascular diseases). With new legislation permitting direct-to-customer advertising, pharmaceutical companies are now allowed to advertise on television in order to attract new consumers. This expands the previous methods of marketing pharmaceutical products which was previously restricted to speaking directly to physicians. Cialis’ focused on coming up with a strategy to guide future marketing and promote...
tracking img