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)
• 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