Cialis Case Study
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:
* Caused my other medications * Medical diseases * Lifestyle factors (Smoking, Obesity, Alcohol) * Psychological effects (Stress, Depression are 20% of ED cases) * Age With the launch of Cialis, the focus should be put on targeting the two groups who can most benefit from the product in more than a single way. While solving the primary purpose of Cialis holds the key to the drug’s release and sustained success, the impact at release can have a greater impact to increase brand awareness. 50% of men between ages 40-70 suffer from ED, and this age bracket should be the primary target upon release. Unlike other segment groups who may be difficult to target such as those with Lifestyle factors involved, seeking out men in a particular age bracket is fairly straight forward. In addition, those with Psychological Effects also make up 20% of the market for ED medication, and the fear of interference with drug interactions is not nearly as high as those with Medical Diseases or ED caused by Medication itself. The positive effects being caused by successful sexual stimulation will also presumably positively affect stress and depression as well in these cases. The low-risk and high-reward associated with these two segment groups make them the most favorable targets for the release of Cialis to market.
Pfizer’s Viagra:
2. What is Viagra’s positioning in the marketplace in 2002? How would you characterize the Viagra brand?
United States
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:
* Caused my other medications * Medical diseases * Lifestyle factors (Smoking, Obesity, Alcohol) * Psychological effects (Stress, Depression are 20% of ED cases) * Age With the launch of Cialis, the focus should be put on targeting the two groups who can most benefit from the product in more than a single way. While solving the primary purpose of Cialis holds the key to the drug’s release and sustained success, the impact at release can have a greater impact to increase brand awareness. 50% of men between ages 40-70 suffer from ED, and this age bracket should be the primary target upon release. Unlike other segment groups who may be difficult to target such as those with Lifestyle factors involved, seeking out men in a particular age bracket is fairly straight forward. In addition, those with Psychological Effects also make up 20% of the market for ED medication, and the fear of interference with drug interactions is not nearly as high as those with Medical Diseases or ED caused by Medication itself. The positive effects being caused by successful sexual stimulation will also presumably positively affect stress and depression as well in these cases. The low-risk and high-reward associated with these two segment groups make them the most favorable targets for the release of Cialis to market.
Pfizer’s Viagra:
2. What is Viagra’s positioning in the marketplace in 2002? How would you characterize the Viagra brand?
United States