Cialis

Topics: Marketing, Eli Lilly and Company / Pages: 3 (632 words) / Published: Oct 14th, 2014
Introduction
The new medicine named Cialis is getting ready to the market.By Customer analysis, SWOT analysis,a decision each of the marketing mix is taken to compliment the strategy chosen based on the competencies and resources of the product team.

Consumer Analysis:
Who?
150 million men worldwide (Chronic) and 50% of all men (40-70)
What?
Onset; Safety with Nitrates; Duration; Time on market
When?
They purchase after consultation, with family doctor; urologist or men’s specialist;
Cardiologist; Psychiatrist or Internet Doctor and a prescription has been acquired.
Why?
They have ED problems- which lead to feeling personal embarrassment; Question their role in their relationships; Sense of unfairness to their female partners; strained relationships; Self-identity problems; questioning role in all contexts of life; questioning place in the world.
Where?
From a local drugstore; directly from a Doctor; from a mail order drugstore; Not usual drug store; another party getting it; in other countries.
How?
They intake prescription to engage in intimacy with sexual partner.

SWOT Analysis
Strengths:
1 Eli Lily and ICOS is a great source for product team.Eli Lilly have plenty experience to bring drugs to the market. ICOS have strong technical competence with proven strength in clinical result.
2 Compared to Viagra, Cialis can last up to 36 hours, unaffacted by meals, rare visual irregularities etc.
3 Good operationally and financially positioned to enter the market.
Weakness:
1 Low Compound Annual Growth Rates (CAGR) in Germany (3.6%) and France (14.8%) Much lower value than comparable countries such as the US. This may lead to low return in these markets.
2 Bayer’s likely positioning as a “niche” drug treating diabetes along with ED, limits the strategies that Lilly ICOS LLC can explore and employ.
3 ICOS have no marketing competence to date. How much control will they realistically have onmarketing decisions given their lack of

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