Cialis Report

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Cialis, a medicine treatment of ED had a huge potential in the market, as an innovative new drug. Developed through the joint venture between two companies, one pharmaceutical called Lilly and another one, a young biotech start up named ICOS. Despite the recognition of Viagra in the market, Cialis emerged with more benefits and value that differentiate it of competition. Before launching the product, an extensive market research was developed in order to understand the ED market from different perspectives (patients, partners and physicians), to identify attractive market segments, choose target and help position, pricing and budget decisions. According to the market research carried out, there are many relevant dimensions to be considered when segmenting the market. Some important variable have demographic dimensions such as age of the patients since the prevalence of ED is highly correlated with the age. From this study result, they segment consumers into age groups showing that the average age of patients between 50 and 60 (in all countries studied). Another important variable is related with patients having or not sexual partner, which influence the consumption of this kind of treatment; the results reflect that patients who are married or living together are clearly the main consumers. Also employment appeared as a dimension for segmentation: the results show that the majority of patients have a full time employment or are retired. In my opinion this variable isn’t the most relevant because patients’ occupation is strongly related with their age so, the results can be extrapolated from the age variable. However, patients’ income could be relevant to pricing decisions and product position. According to the market study there are some discrepancies between continents: in USA a higher amount of patients have a medium income while in Europe the majority have low income. In my view, product positioning and price should consider these differences. Finally but...
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