Product Team Cialis MBA Level Marketing Segmentation and Targeting: 1. What are the most relevant dimensions along which to segment the patient market for ED treatment (i.e.‚ what are the different ways you could divide it up)? Of the segments identified‚ which would you target initially with Cialis? With a potential total of 150M men worldwide (30M in the United States alone) suffering from medical Erectile Dysfunction‚ there is a wide range of factors identified as the potential causes:
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Cialis Case Study Marking Scheme: Question 1 (25 Marks Total): According to information provided in the case‚ identify 3 main ED market segments. Describe each segment’s characteristics‚ including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign‚ as opposed to all possible segments. If sufficient information is provided in the case‚ identify potential size of the segment. - Correctly identifying demographics/age as a segment (2 marks)
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Case 6: Product Team Cialis: Getting Ready to Market 1. SWOT Strengths: Management strength in strategic joint venture Integrated sales and marketing at Lilly as GMSO Brand councils with affiliates Unique offering – 36hr longevity‚ high fat meals not affecting efficacy or onset time Weaknesses: Lack of product launch experience at ICOS Marketing budget relative to competitors Potential challenges associated with partnership Opportunities: Deaths attributed to Viagra Only 25% of Viagra
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Tracy Rucker Marketing Mid-Term 2012 March 1‚ 2012 Product Team Cialis: Getting Ready to Market Brief Background Erectile dysfunction’ is the failure to achieve and maintain an erection sufficient for satisfactory sexual experience. It affects 150 million men globally. In March1998‚ Viagra (Sildenafil) was the first oral medication approved for use in ‘erectile dysfunction. Viagra had a very successful launch with a total of 600‚000 prescriptions filled in the first month (April 1998)‚ and
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awareness Cialis •Shorter onset (30mins) •Longer duration (36) •No side effect with high fat No side effect with high fat meals or alcohol •New‚ fresh‚ easy image build up Value is the key Market Segment Target market Product positioning Product Place Promotion Customer acquisition C t i iti Customer Retention Creating Value Sustaining Value Price Capture Value As a New Comer Segmenting the market g g Positioning the product Communicating the product value g p Pricing the product
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1) What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified‚ which would you target initially with Cialis? The relevant dimensions are: age‚ occupation‚ marital/partner status‚ level of education‚ level of income and ED medication use habits (i.e. Viagra dropout). Within these segments‚ the populations to target are: • Age: Men ages 50+ (slight market with men ages 40-49) • Occupation: Retired or employed full time • Marital
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Cialis Cialis is a brand-name drug that treats ED‚ or erectile dysfunction‚ and BPH‚ also known as benign prostatic hyperplasia. “Cialis is indicated for the treatment of men with erectile dysfunction (ED)‚ men with the signs and symptoms of benign prostatic hyperplasia (BPH)‚ and men with both ED and the signs and symptoms of BPH.” (Cialis) Cialis is manufactured by the company Eli Lilly and Sons‚ and its patent will expire by 2016 at the earliest‚ however it may extend due to competition in the
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For the exclusive use of Y. Zhou Harvard Business School 9-491-030 Rev. March 5‚ 1991 Mod IV Product Development Team It was April 1989. Just four months remained until the Honeywell Building Controls Division (BCD) planned to introduce the Mod IV‚ and the product development team was fighting to stay on schedule. Mod IV‚ a motor used in heating‚ ventilating‚ and air-conditioning (HVAC) applications‚ represented the most ambitious project in the division’s history‚ and the product’s
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Clinically Cialis would be ranked quantity one in terms of amazing treatment for erectile dysfunction in guys. Why so? That is because relating to medical trial results and side outcomes analysis of ED medications Cialis proves its effectiveness better than another medicines in the same category. Cialis - pluses 1. Cialis seems to be the high-quality amongst all other oral healing for male impotency. 2. Cialis Pharmacy modified the entire dynamics of the ED medication market considering the fact
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Table of Contents: Team Cialis A) Introduction………………………………………………………………………………3 B) Situation Statement………..………………………………………………………….3 C) SWOT analysis……………………………………………………………………………5 1. Environment…………………………………………………………………………………………5 a. Opportunities b. Treats 2. The Firm………………………………………………………………………………………………8 a. Strengths b. Weaknesses D) Options Generated…………………………………………………………………….10 E) Recommendations…………………………………………………………….………13 F) Suggested Plan of Implementation………………………………………………16
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