Cialis Harvard Case

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i.Entities- The major marketing segment for Cialis is Males between the age of 40-70. Fifty percent of this age group suffers from erectile dysfunction. ii- Missions- Men are in need of a loving/physical relations ship, sex, and reproduction. This is an esteem need as it helps with self-esteem, confidence, and respect by others. Cailis must fill the need of embarrassment and self-identity. Their need is not triggered by marketing, it is triggered the first time they experience erectile dysfunction. Once they have erectile dysfunction they have a need for a safe medicine that will help their problem. Some people also have a need to be able to keep it a secret and that it will last for a few days because they don’t know when the timing will be right. iii- Summary of a typical consumer purchase process- To the typical consumer this is a high involvement purchase decision. The typical consumer will visit his doctor once he experiences erectile dysfunction. There is not a lot of information search. The typical consumer will be too embarrassed to ask friends or family for suggestions. However, he will think about brands that he has already heard of. Typical consumers will not like the alternative of not having sex. Ninety percent of prescriptions are patient initiated. The doctor makes the final decision of the prescription. However, the typical consumer has been marketed to by erectile dysfunction drug companies and is most comfortable with drugs that they have heard. As long as the drug is safe and works, the typical consumer will have no post purchase dissonance. iv- Significant items of analysis and conclusion- Marketing must be done to consumers before they experience erectile dysfunction. They are not going to go out of their way to search for much new information. The ultimate goal is to have consumers go into their doctor asking for a Cialis prescription.
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