Cialis Case Study Marking Scheme:
Question 1 (25 Marks Total): According to information provided in the case, identify 3 main ED market segments. Describe each segment’s characteristics, including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign, as opposed to all possible segments. If sufficient information is provided in the case, identify potential size of the segment.
Correctly identifying demographics/age as a segment (2 marks) -
Discuss main each age sub-group - 20-39, 40-49, 50-59, 60+ segments (2 marks) and main barriers/opportunities to Cialis adoption: ED as a normal part of aging vs. waiting for condition to go away (2 marks); reasonably justified additional factors (up to 2 marks)
Correctly identifying Viagra usage status as a segment (2 marks) -
Estimating size of Current Viagra Users/Viagra Drop-outs/Never tried Viagra segments – (1 mark) -
Describing main barriers/opportunities to Cialis adoption by each sub-group: focus on willingness to try Cialis dimensions (2 marks); possible reasons for dropping Viagra use (2 marks); reasonably justified additional factors (up to 2 marks)
Correctly identifying Benefit of Duration as a segment (2 marks) -
Describing main barriers/opportunities to Cialis adoption by each sub-group of prior Viagra users drop-outs vs. current users and those who have not tried Viagra (4 marks); reasonably justified additional factors (up to 2 marks)
Partial marks awarded for ED market segments not mentioned above and a convincing argument/description for such segment’s importance (up to 6 marks)
Question 2 (10 Marks Total) – Discuss evolution of the Viagra brand, how it is positioned on the market vs. public’s perception of the brand and resulting opportunities for Cialis
Discuss early endorsement by Bob Dole and positioning (ie ED is a serious disease, targeting older age segment) (3 marks), followed by Mark Martin and change in...
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