Cialis Final Paper
Case 6: Product Team Cialis: Getting Ready to Market
1. SWOT
Strengths:
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
Opportunities:
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
Threats:
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
2. Issues
Short Term
Long Term
Questions
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.
Causation
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).
Demographic
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
1. SWOT
Strengths:
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
Opportunities:
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
Threats:
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
2. Issues
Short Term
Long Term
Questions
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.
Causation
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).
Demographic
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