Cialis Case Study Essay Example
The Problem
The joint venture company between Eli Lilly and ICOS has been successful in completing development of a male impotency drug with significantly improved benefits over the market leading drug in the category – Viagra1. However, the company is faced with the challenge of launching the drug in a market with a highly successful and established brand. Positioning of the drug, and marketing its value proposition to the most appropriate target market is key to the successful launch of the product, and the biggest problem faced by the Company at this time.
Solution
Lilly ICOS Marketing team has a challenge to build a brand in a market which may already see a new drug (Levitra1) that can capture a niche market. The team has the following options:
Option Pros Cons
Target all market segments and create an “All Benefits” value proposition. This includes significantly long lasting effects, better absorption even after a high fat meal, and safety. 1. Huge market that includes all patients with ED provides a much bigger opportunity.
2. Highlights R&D achievements by listing all breakthrough benefits that Cialis1 can offer.
3. Directly targets patients not satisfied with Viagra. 1. Competes head to head against a an established brand - Viagra.
2. Increased marketing cost to convert both doctors and patients.
3. Does not focus on a key differentiator. Some benefits like longer duration may not be of concern to patients.
4. Doctors will still hold the key and may not be convinced enough to recommend drug to their patients.
Target Viagra dropouts and other large number of patients unsatisfied with Viagra. 1. Recognizes that the customer has a better alternative.
2. Provides direct differentiators against the competing brand.
3. Number of Viagra dropouts and unsatisfied patients is big. Research supports patient inclination to try new product. 1. New drug Levetra1 will target and possibly capture niche market of patients with Diabetes.
2. Induces
The joint venture company between Eli Lilly and ICOS has been successful in completing development of a male impotency drug with significantly improved benefits over the market leading drug in the category – Viagra1. However, the company is faced with the challenge of launching the drug in a market with a highly successful and established brand. Positioning of the drug, and marketing its value proposition to the most appropriate target market is key to the successful launch of the product, and the biggest problem faced by the Company at this time.
Solution
Lilly ICOS Marketing team has a challenge to build a brand in a market which may already see a new drug (Levitra1) that can capture a niche market. The team has the following options:
Option Pros Cons
Target all market segments and create an “All Benefits” value proposition. This includes significantly long lasting effects, better absorption even after a high fat meal, and safety. 1. Huge market that includes all patients with ED provides a much bigger opportunity.
2. Highlights R&D achievements by listing all breakthrough benefits that Cialis1 can offer.
3. Directly targets patients not satisfied with Viagra. 1. Competes head to head against a an established brand - Viagra.
2. Increased marketing cost to convert both doctors and patients.
3. Does not focus on a key differentiator. Some benefits like longer duration may not be of concern to patients.
4. Doctors will still hold the key and may not be convinced enough to recommend drug to their patients.
Target Viagra dropouts and other large number of patients unsatisfied with Viagra. 1. Recognizes that the customer has a better alternative.
2. Provides direct differentiators against the competing brand.
3. Number of Viagra dropouts and unsatisfied patients is big. Research supports patient inclination to try new product. 1. New drug Levetra1 will target and possibly capture niche market of patients with Diabetes.
2. Induces