Cialis Hbs Case

Topics: New product development, Marketing, Product management Pages: 4 (978 words) Published: September 13, 2010
Product Team Cialis

Getting Ready to Market

1.- What trends you think could influence positively and negatively the ED market? The usual market for medication has only main target audience: doctors. They are the ones that will need to be ‘sold’ on the product while patients will mostly take whatever they are prescribed. This case is slightly different due to the fact that 1) the brand Viagra has an unusual high awareness among patients, and 2) the influencing factor of partners is high. This is why we identify three target audiences: the doctors, the patients and the partners. These may be influenced by current or potential trends: |Positive trends |Negative trends | |The Baby boom generation is getting into the ED |Any health risks or ‘side effect’ could damage the trust doctors, patients and partners have in | |demographic age group. |oral ED medication. Since ED is not life threatening or have other direct physical impact, the | | |barriers to take the medication should be very low. | |The openness with which ED issues are now discussed is |Any increase in the target audience’s religious rigor could dampen the openness required to deal| |increasing (especially in Western Europe and North |with ED. | |America). | | |Early retirement might stimulate the need to do |Known substitutes (medication, device or surgery) may become more popular or new improved ones | |something about ED. |may emerge....
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