Product Team Cialis Getting Ready to Market

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Differentiation & Positioning
Case: Product Team Cialis_Getting Ready to Market (HBS 9-505-038)

The Actors:
- Mark Babato, the executive director and global product team leader for Cialis - Rob Brown, the global marketing director from Lilly
- Leonard Blum, vice president of sales and marketing from ICOS - Sidney Taurel, Chairman of the Board, President and CEO of Lilly

Problem Analysis:

| |VIAGRA |CIALIS | |The effect |approx. 4 hours after dosing |36 hours after taking the drugs | |The absorption |Diminished when the drug was taken during or |Not affected by food intake | | |after a high-fat meal | | |Conjunction with Nitrates |Forbidden |Forbidden | |Visual irregularities |Yes |Rare |

- The Lilly ICOS LLC joint venture was signed on September 30, 1998. - Profits from future sales of drugs in North America and Europe would be split 50/50 - Profits from sales of drugs in other regions were to be retained by Lilly, after a royalty was paid to the joint venture

Marketing Competence at Lilly:

Lilly should re-thought the way of marketing by integrate into product development and introduction due to several reasons: a. Many of the pharmaceutical companies were embracing a high-risk high-return strategy b. Industry resources were increasingly being allocated to the development of “quality-of-life” medicines c. The FDA revised the rules on prescription drug promotion in 1997. This facilitated direct-to-consumer (DTC)...
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