Product Team Cialis Getting Ready to Market Essay

Q1. In 2002, sildenafil citrate was the solely clinically proven, FDA approved medication for erect Dysfunction (ED) on the merchandise (Cialis dec 2003, Levitra Sept 2003). sildenafil citrate had the highest denounce science of any pharmaceutical proceeds on the market. It had generated over one billion dollars in annual sales for 3 sequentially years since its introduction in 1998. In 2002, sildenafil citrate accounted for 5.3% ($1.73 billion) in sales of Pfizers annual Revenue of $32.37 billion, comp atomic compute 18d to 4.3% ($1.3 billion) of total gross ($29.5 billion) in 2000. sildenafil citrate was expected to detain to lead the ED market payable to its unsurpassed medical profile.Future Viagra sales growth was expected to devolve from change magnitude patient presentation and doc diagnosis. Direct-to-consumer advertize has been terminationive in promote more customers to see a doctor about ED. Even though Lilly ICOS and aspirin were in the process of br inging their products to market, Viagra was the front-runner and expected to retain its gain in the ED market. A concisely half-life of approximately 4 hours, interactions with fat person foods, blue hatfuls, and interactions with other medications identical nitrates, argon admited some of the weaknesses of Viagra.Q2. Our strategic food market part for ED treatment is based on the types of population, by come a farsighted and sex (socio demographic memberation).The options available for market segmentation argon the c oncentration strategy, multi segment strategy, usage segmentation, and cohort segmentation.We believe Cialis should stigma the following segments practice segmentation Lilly ICOS has the advantage of knowing which sort out is using ED medications (data from PCPs, urologists and pharmacies). By using this data readily available, they back tooth non only target the occurrent dose users, but in like manner the dropouts and dissatisfied customers. A l arge percentage of Viagra users did not refill the prescription. A significant number of them were not happy with the end-result after fetching the medication, since distance of the effect was shorter than expected. Baby boomers (cohort segmentation) because of change magnitude prevalence of up to 60% of ED within this age group. Psychographic segmentation age specific (40 60+) as ED is increasingly more common in this age group, varying 20% to 60 %.Spouse or partners (during their doctor force visits) 80% of the men using ED medication be married or living together.Q3. Cialis could either position itself as a merchandise Challenger or Market Niche. As a Market Challenger, the introduction of Cialis to the marketplace means that the bureau of Viagra is confronted, having alternatives to treat upright dysfunction. However, the Lily ICOS aggroup could not ride on this quiver alone and would need to piss brand recognition and doglikety. For doing so, they would nee d to ensure that consumers recognized Cialis as the solution to ED and not only as an alternative. The pro for Cialis is that they gull a superior product however, they are up against Viagra, with the reputation as trailblazer of ED management in the marketplace.However, as a Market Niche, Cialis could segment their market to incorporate the emotional tone of the product and its positive loving implications in relationships, an aspect which the Viagra merchandise team did not supplyress. Therefore, to successfully create this concept, Lily ICOS involved its selling team early into the development of Cialis, as this would enable them to better under lose the stub product, its benefits and how it affected the overall psychosocial perception of erectile dysfunction.One of the pitfalls of this approach would be that Cialis, a bare-assed product with little or no believability in the market, would offspring extensive time and counsellinged merchandise effort to build a loya l consumer base. Based on their knowledge of the product, they would create more oriented marketing look into focusing on the needs, expectations and loyalty of the consumer. In addition, the marketing representatives would approach physicians regularly and inspire them to offer Cialis as a authorisation solution to their patients coach and the overall benefits it could have on their social outlook and relationship. Basically, the Lily ICOS team would need to plain the reasons why Viagra users were not absorb customers and bridge the gap from an initial user to loyal repeat business.Q4. The determination of the confabulation plan would be to ensure that Cialis gains credibility as superior product and consumers are pleased with its effect, both immediate and unyielding lasting. Cialis need to demonstrate its potential to stand as an ideal solution to erectile dysfunction, not as an Me too Viagra like alternative. Decreased side do and the extended half-life of Cialis are the study marketing points to communicate (when positioned as Market Challenger) however, the positive social ramifications and change magnitude self-confidence hence forth would add another level of emotional credibility to Cialis (when positioned as Market Niche).Q5. Our goal is to educate married couples and physicians. Patients will dawdle a critical role for this drug to be successful, we need to be focus on their education with Direct to Consumer marketing, choosing programs that are watched by our target age group men who are married or with partners. This includes Television programs, evening news, and leisure sports programming, much(prenominal) as Golf, fishing, or talk shows like Oprah, which is watched mostly by partners. There should also be emphasis on web-based marketing, including direct email to potential users, AARP sponsored Programs, etc. advertizement should include magazines that cater to partners, such as good housekeeping, cooking magazine, etc.Q6. Viagr a was valued at $10 per pill. Since we are promoting Cialis as a better product, with its long-lasting effect and less side-effects no blue vision or issues with meals, we would value it slightly higher. It is crucial for consumers to know the benefits of Cialis and create the awareness of a superior product. We would not want to price it significantly higher, since it would be difficult for consumers to agitate to a new product from a product with a proven drop back record and marketed by one of the top hat companies in the Pharmaceutical indus translate. It is important for consumers to try Cialis, risk-free and feel the difference. This could be complete by providing free product samples, once satisfied they would be the first customers.Q7. Pfizer has a number of options available at its disposal. It could diddle the legal challenge stating the significant similarities between the products a patent infringement lawsuit could be filed. However, Lilly ICOS could argue th at there are significant differences in terms of onset, duration of action and food interaction, making Cialis different from Viagra.Pfizer could increase switching costs by incentivizing customers to return to their product. This could be achieved by religious offering one out of five prescriptions free, or a similar offer. Lowering the price of the prescription could also be considered a preemptive strategy. Lilly ICOS could offer free samples to practitioners during their advertising campaign and possibly offer a similar program later, for the frequent users.Pfizer could consider attracting new customers while using the change magnitude customer awareness triggered by the Cialis marketing campaign. It could present Viagra as a trusted product with a long track record and safety. Pfizer could introduce new educational material about ED. Lilly ICOS could shine up the major differences between Viagra and Cialis, during their physician and DTC campaign.Lilly ICOS could target a s pecific segment instead of going head-to-head with the causation of Viagras blockbuster title. Cialis could target couples, with a strong message towards engagement and strong, durable relationships. This could result in increased marketing efficiency, as both partners would be targeted avoiding the head-on competition with Viagra, which primarily targeted males.