Case 6: Product Team Cialis: Getting Ready to Market
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
Deaths attributed to Viagra
Only 25% of Viagra users still actively using after one year Primary care physicians not talking about ED
50% of ED sufferers visiting a PCP not seeking treatment
Many Viagra users interested in trying Cialis
Pfizer’s astronomical marketing budget
Spokespeople representing Viagra
Viagra brand recognition
NASCAR representation and 6pk of samples
Less than 10% of physicians cite duration as an important factor Bayer-GSK partnership to market Levitra
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 most relevant dimensions include the demographic of the ED group and the causation of ED.
Potentially there are proximately 150 million men in the world who suffers from ED, with 30 million from the US. There are many factors can be identified as the causation. Some of the substantial causes include, medical complications and history (being a diabetic), lifestyle (being a smoker and obese) ,and psychological effects (being depressed and stressed).
The relevant dimensions demographic include age (the majority of the market are men of 50 and older), profession (either retired or fully employed), income level (mid to high level income), marital status (either married or living together with a partner or have a sexual partner), educational background (U.S.: high level of education; Other countries: secondary to primary level of education), and ED medication use habits (Viagra dropouts) I would target the Viagra dropouts initially. It is a segment that faced the fear and tried to find ways to improve the quality of life, but not satisfied with Viagra. They are most likely willing to try again when another option becomes available.
2. What is Viagra’s positioning in the marketplace in 2002? How would you characterize the Viagra brand? In 2002, Viagra was the only FDA and clinically proven medication for Erectile Dysfunction on the market. Viagra had the highest brand recognition of any pharmaceutical product on the market. Since its introduction, Viagra immediately became the common noun for ED among consumers. Since Viagra was introduced in 1998, it had generated over one billion dollars in annual sales for 3 consecutive. Viagra is a very well established brand. It also has a very aggressive sales force. They partnered up with NASCAR, has over 30,000 direct salesmen. Viagra’s Direct-to-consumer strategy has been effective in encouraging more consumers to visit a physician and professionals about ED. New brands such as Cialis and Bayer were in the process of introducing their products to market, Viagra was almost the monopoly and continues to dominate the ED market. However Viagra has some weaknesses. Viagra has a short half-life that is around 4 hours; it has a bad interaction with high-fat meals; it gives users blue visions, it is not safe to be taking with nitrates. Viagra has a retail price of $10 per pill.
3. What would be the most effective way to position Cialis in the marketplace? Within the ED market, currently Viagra dominates the market. I would use a “beat” strategy for Cialis. Target all the market segments that Viagra is targeting, really “beat” Viagra by being a safer and more reliable product. Aggressively promote further that Cialis is not a Viagra substitute, but rather a promising option that has...
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