to Market (HBS 9-505-038) The Actors: - Mark Babato‚ the executive director and global product team leader for Cialis - Rob Brown‚ the global marketing director from Lilly - Leonard Blum‚ vice president of sales and marketing from ICOS - Sidney Taurel‚ Chairman of the Board‚ President and CEO of Lilly Problem Analysis: | |VIAGRA |CIALIS | |The effect
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in relation to Eli Lilly Threat of New Entrants Threat of new entrants is relatively high. Companies forming alliances are potential rivals. Even if earlier such company was not considered to be a threat‚ after merging with some research and development company or forming alliance with another pharmaceutical company it would become a rival to Eli Lilly. The threat is however weakened by significant research and development costs necessary to successfully enter the business. Eli Lilly’s focus on
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Cialis Cialis is an erectile dysfunction medication attempting to enter the market that is already dominated by Viagra. Viagra’s dominance in the market‚ along with Levitra’s entrance on the scene‚ it caused Lilly ICOS LLC to question how they should position Cialis with their unique capabilities. In order for Cialis to become successful in the market‚ they can either use a beat strategy‚ compete strategy‚ or niche strategy. Before implementing these solutions‚ a set of criteria is needed to determine
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Cialis Case Analysis I. Problem: Lilly ICOS LLC (“Lily”)‚ a young biotech start-up‚ is going to launch a new drug Cialis for male impotence treatment. In the existing ED drug market‚ Viagra has gained a huge success and Pfizer is accelerating its marketing pace. The problem with Lily is which patient segment to target and how to position itself in the marketplace in launching the Cialis. II. Alternatives: 1) Follow a Beat Strategy and Come Up with a Differentiated Positioning + High profit
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sales and marketing. Although Bayer had rolled out Levitra by 2000 they had not captured a large portion of the market by this point. Cialis should market itself as the safe ED. An option that didn’t interfere with diabetes medication or nitrates. Lilly ICOS should also highlight that Cialis is the ED option with a longer half-life and no side effects or restrictions (blue vision‚ low fat food consumption). What marketing mix activities should accompany the launch of Cialis? What would be the most
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1. Why was Viagra so successful? Viagra’s success was due to: * Viagra was the first orally taken drug that addressed ED. Other alternatives that had already existed in the market were: penile implants‚ vacuum pumps ‚ ED injection and urethra suppository‚ none of them were really user friendly. * Viagra was the first affordable solution for ED‚ its retail price was $10/dose‚ whereas Caverject injection cost $25/dose‚ vacuum pumps $300 to $500‚ and the most expensive‚ penile implants ranged
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Question1: Did Eli Lilly pursue the right strategy to enter the Indian market? In 1993 Eli Lilly‚ one of the leading pharmaceutical firms in the USA‚ started a joint venture in India with the leading Indian company Ranbaxy. The decision was dictated by the conditions of the US market and opportunities of the Indian market. Costlier manufacturing practices due to strict governmental control‚ soaring prices in 1990s‚ invasion of cheap generics to the USA market as opposed to low costs in India and
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Adrenergic Agonists (a.k.a. Sympathomimetic Drugs) I. Direct stimulants of α and β receptors 1. Epinephrine (Adrenaline) 2. Norepinephrine (Levophed) 3. Levonordefrin (Neo-Cobefrin) 4. Dopamine (Intropin) 5. Ephedrine II. Direct stimulants of α receptors (α agonists) 1. Phenylephrine (Neo-synephrine) III. Direct stimulants of β receptors (β agonists) 1. Isoproterenol (Isuprel) 2. Selective stimulants of β2 receptors in the bronchi (for asthma) 2.a. Salbutanol (Ventolin) 2.b. Terbutaline
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had a huge market. Lilly could expand the potential opportunities and got profits in India. In addition‚ foreign direct investment was encouraged by increasing the maximum limit of foreign ownership to 51 per cent (from 40 percent) in the drugs and pharmaceutical industry. (Political strategy was different from important substitution to an export-driven economy.) 2. Was deciding to partner wrong? Is partnership a good or bad thing? No‚ deciding to partner was not wrong. Lilly was a name that most
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Gertrude B. Elion Introduction Gertrude Belle Elion was an American biochemist and pharmacologist. Her main attribute was developing a range of drugs through the use of new research methods‚ which would later contribute to the development of AZT‚ which is a treatment. Personal Life She was born on January 23rd 1918 in New York‚ to Lithuanian immigrant parents. As stated in her biography for the Nobel Prize‚ even as a child she had “an insatiable thirst for knowledge” which is what kept her motivated
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