Lecture 10: Product Team Cialis: Getting Ready to Market (case 12)
The most relevant dimensions along which to segment the patient market for the Erectile Dysfuction (ED) treatment are demographic, psychographic and behavioral dimensions. With demographic segmentation, we divide the market into groups on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality and social class. The prevalence of ED increases with age and depends on gender. With psychographic segmentation, we use psychology and demographics to better understand consumers. Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle or values. Most cases of ED are associated with another medical disease, certain medications or lifestyle factors. As for psychological factors, such as stress and depression, experts believe they account for roughly 20% of ED cases. With behavioral segmentation, we divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Not everyone is willing to accept, use or repurchase the product. We would choose for a combination of segmentation based on demographic variables like age and gender and behavioral segmentation based on behavior towards the product. Research conducted tells us that the prevalence of ED increases with age. There is also a strong correlation between age and reason for not seeking treatment. Young patients think it is a temporary condition and are ashamed, old patients think it belongs to the natural aging process and are reluctant to seek treatment. For this reason we will target all men in the age categories 20-60+ years suffering from ED.
Positioning the Cialis:
A differentiated positioning, differentiated form the competitors, to pursue a broad market. •
Solution to ED, enabled men to have an erection and have sex, does not linger in...
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