Cialis

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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 Status: Married or living together with a partner / have a sexual partner
• Education: U.S. – high level of education; Other countries – secondary to primary level of education
• Income: U.S. – mid to high level of income; Other countries – low to mid level of income
• ED medication use: Viagra dropouts

2) What is Viagra's positioning in the marketplace in 2002? How would you characterize the Viagra brand?
In 2002, Viagra is:
• Well-established market leader (5 years of success on market; 9 million men have used drug)
• Monopoly
• Aggressive in marketing and sales force (NASCAR ads, 30,000 direct sales representatives, many of whom are former military)
• Markets to men but targets their female partners
• Has 3 million users (and approx. 7 million dropouts)
3) What would be the most effective way to position Cialis in the marketplace?
Cialis marketers should pursue a primary strategy to ‘beat’ Viagra by differentiating itself as ‘better’ and gaining more market share than Viagra. To do so, it should promote the following attributes of Cialis:
• Longer duration and shorter onset time: Cialis has a half life of 17 hours and can last up to 36 hours (as opposed to 3 to 5 hours for Viagra). In addition, Cialis has an onset time of 30 min (Viagra is 30min – 1 hr and onset can be slowed by high fat foods).
• Fewer side effects / safety factor: Cialis does not cause blue-tinted vision like Viagra, nor is its onset time inhibited by fatty foods (as mentioned

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