Cialis Case Study Marking Scheme: Question 1 (25 Marks Total): According to information provided in the case‚ identify 3 main ED market segments. Describe each segment’s characteristics‚ including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign‚ as opposed to all possible segments. If sufficient information is provided in the case‚ identify potential size of the segment. - Correctly identifying demographics/age as a segment (2 marks)
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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:
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•Hard to shift technology or customer needs •Depressing and ugly color •Buyer switching cost •Side effect with nitrite Viagra •Pioneer in market Pioneer in market •Proven effectiveness •Mature market channel •Preemption of brand p awareness Cialis •Shorter onset (30mins) •Longer duration (36) •No side effect with high fat No side effect with high fat meals or alcohol •New‚ fresh‚ easy image build up Value is the key Market Segment Target market Product positioning Product Place Promotion
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Clinically Cialis would be ranked quantity one in terms of amazing treatment for erectile dysfunction in guys. Why so? That is because relating to medical trial results and side outcomes analysis of ED medications Cialis proves its effectiveness better than another medicines in the same category. Cialis - pluses 1. Cialis seems to be the high-quality amongst all other oral healing for male impotency. 2. Cialis Pharmacy modified the entire dynamics of the ED medication market considering the fact
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Cialis I. Problem: In this case‚ the main issue at hand is to decide an effective marketing strategy for the introduction of new product‚ Cialis by the joint venture Eli Lilly and ICOS. This strategy will help to recognize a target market and also the future marketing endeavors necessary to have competitive positioning in the market amongst Cialis’s main competitors‚ Pfizer and Bayer. Cialis has to choose among the alternatives: beat‚ niche and compete. II. Alternatives: 1) Follow Beat Strategy
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Cialis Case Study Questions The most relevant dimensions along which to segment the patient market for ED treatment are: Age- there are 30 million people in the US and 150 million worldwide are projected to have ED. An estimated 50% of men between 40 and 70 have some form of ED. Another way to segment the market is to identify current ED patients; ED dropouts and patients who are interested in an ED drug but had not tried one. Of the segments identified I would target current Viagra users first
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Case#6: Team Cialis 1) How will segment the patient market for ED treatment? 2) What is Viagra’s position in the market in 2002? 3) How would you position Cialis? 4) What competitive response do you expect? The most relevant market segmentation for ED treatment are demographic‚ psychographic behavioral. Demographic segmentation divides the ED patients market into groups by age‚ marital status‚ employment‚ income‚ education and religion. The prevalence of ED increases with age‚ especially in
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Table of Contents: Team Cialis A) Introduction………………………………………………………………………………3 B) Situation Statement………..………………………………………………………….3 C) SWOT analysis……………………………………………………………………………5 1. Environment…………………………………………………………………………………………5 a. Opportunities b. Treats 2. The Firm………………………………………………………………………………………………8 a. Strengths b. Weaknesses D) Options Generated…………………………………………………………………….10 E) Recommendations…………………………………………………………….………13 F) Suggested Plan of Implementation………………………………………………16
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one more product appears to have escaped scrutiny and has succeeded in taking on a more official standing. The phenomenon known as the Cialis tender Tabs Following the discharge of a unsolicited mail mail in 2005 which noticed an attractive nurse delivering Cialis delicate tabs‚ Firstmed acquired a document number of enquires related to the availability of Cialis soft Tabs and continues to acquire weekly requests for a healing that’s typical and potentially unsafe.
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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 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
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