Product Team Cialis Getting Ready to Market Essay

Q1. In 2002, sildenafil citrate was the scarce clinically proven, FDA approved medication for Erectile Dysfunction (ED) on the grocery store (Cialis Dec 2003, Levitra Sept 2003). sildenafil citrate had the highest brand recognition of any pharmaceutical mathematical product on the market. It had generated over one billion dollars in one-year sales for 3 consecutive years since its introduction in 1998. In 2002, Viagra accounted for 5.3% ($1.73 billion) in sales of Pfizers annual Revenue of $32.37 billion, comp atomic number 18d to 4.3% ($1.3 billion) of correspond revenue ($29.5 billion) in 2000. Viagra was expected to continue to lead the ED market due to its unsurpassed medical profile.Future Viagra sales growth was expected to come from increased patient usher ination and medico diagnosis. Direct-to-consumer advertising has been effective in encouraging more customers to see a physician close ED. Even though Lilly ICOS and Bayer were in the dish up of bringing their products to market, Viagra was the front-runner and expected to retain its advant get on in the ED market. A short half-life of approximately 4 hours, interactions with bufflehead foods, blue visions, and interactions with other medications like nitrates, atomic number 18 considered some of the weaknesses of Viagra.Q2. Our strategic market segmentation for ED treatment is based on the types of population, by eon and sex (socio demographic segmentation).The options uncommitted for market segmentation are the stringency strategy, multi segment strategy, us jump on segmentation, and cohort segmentation.We believe Cialis should target the following segments practise segmentation Lilly ICOS has the advantage of knowing which group is apply ED medications (data from angel dusts, urologists and pharmacies). By using this data readily available, they can not hardly target the current users, but also the dropouts and dissatisfied customers. A spectacular percentage of Viagra use rs did not refill the prescription. A significant fall of them were not happy with the end-result after taking the medication, since duration of the effect was shorter than expected. frustrate boomers (cohort segmentation) because of increased prevalence of up to 60% of ED within this age group. Psychographic segmentation age specific (40 60+) as ED is progressively more common in this age group, varying 20% to 60 %.Spouse or partners (during their physician office visits) 80% of the men using ED medication are married or living together.Q3. Cialis could either position itself as a market Challenger or commercialize Niche. As a marketplace Challenger, the introduction of Cialis to the marketplace means that the pronouncement of Viagra is confronted, having alternatives to treat erectile dysfunction. However, the Lily ICOS team could not ride on this wave alone and would read to create brand recognition and loyalty. For doing so, they would expect to ensure that consum ers recognized Cialis as the solution to ED and not tho as an alternative. The pro for Cialis is that they have a superior product however, they are up against Viagra, with the reputation as pioneer of ED management in the marketplace.However, as a Market Niche, Cialis could segment their market to incorporate the stimulated aspect of the product and its positive social implications in relationships, an aspect which the Viagra trade team did not address. Therefore, to successfully create this concept, Lily ICOS involved its market team early into the development of Cialis, as this would enable them to better control the core product, its benefits and how it affected the overall psychosocial perception of erectile dysfunction.One of the pitfalls of this improvement would be that Cialis, a parvenue product with little or no credibility in the market, would take extensive time and concentrateed marketing effort to build a loyal consumer base. Based on their companionship of th e product, they would create more makeed marketing research focusing on the needs, expectations and loyalty of the consumer. In addition, the marketing representatives would approach physicians regularly and remind them to tenderize Cialis as a potential solution to their patients consideration and the overall benefits it could have on their social outlook and relationship. Basically, the Lily ICOS team would need to study the reasons why Viagra users were not repeat customers and bridge the orifice from an initial user to loyal repeat business.Q4. The goal of the communication plan would be to ensure that Cialis gains credibility as superior product and consumers are pleased with its effect, some(prenominal) immediate and immense 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 effects and the wide half-life of Cialis are the major marketing points to communicat e (when positioned as Market Challenger) however, the positive social ramifications and increased self-confidence hence forrad 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 play 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, even 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. Advertisement should include magazines that cater to partners, such as good housekeeping, cooking magazine, etc.Q6. Viagra was priced at $10 per pill. Since we are promoting Cialis as a better product, with its long-lasting effect and slight side-effects no blue vision or issues with meals, we would price it slightly higher. It is substantial for consumers to know the benefits of Cialis and create the awareness of a superior product. We would not indispensableness to price it significantly higher, since it would be difficult for consumers to switch to a new product from a product with a proven track exhibit and marketed by one of the best companies in the Pharmaceutical indus audition. It is important for consumers to try Cialis, risk-free and feel the difference. This could be accomplished 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 wager the legal challenge stating the significant similarities between the products a patent infringement lawsuit could be filed. However, Lilly ICOS could argue that there are significant differences in term s of onset, duration of action and food interaction, make Cialis different from Viagra.Pfizer could increase switching costs by incentivizing customers to return to their product. This could be achieved by posting 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 composition using the increased 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 highlight the major differences between Viagra and Cialis, during their physician and DTC campaign.Lilly ICOS could target a specific segment instead of going head-to-head with the pow er of Viagras blockbuster title. Cialis could target couples, with a strong message towards friendship 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.