Product Team Cialis Getting Ready to Market By Elie Ofek Written Analysis and Communication Letter of Transmittal 12thDecember‚ 2012 To‚ The Course Professor Written Analysis & Communication Dear y Subject: WAC Report Please find enclosed an analysis of the case “Product Team Cialis: Getting Ready to Market” .The report includes the situational analysis‚ the problem statement‚ options‚ criteria for evaluation‚ evaluation of options‚ recommendations‚ action plan
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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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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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Marketing IBM 2014-‐2015 Harvard Business School : Case study TruEarth Healthy Foods : Market Research for a New Product Introduction There is many aspects that made the Cucina Fresca pasta successful. Here are some of them : TruEarth Healthy Foods was the first company to launch such a product so they had the advantages
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Barco Projections Systems (A) A Harvard Business School Case Table of Contents: Barco Projections Systems (A) 1 A Harvard Business School Case 1 1. External Situation Analysis 3 1.1. The Market 3 1.2. Growth 3 1.3. Competition 3 2. Internal Situation Analysis 4 2.1. The Company 4 2.2. Current Situation and causes 4 2.3. SWOT Analysis 4 3. Marketing Strategy 5 3.1. Product and R& D Strategy 5 3.2. Pricing Strategy 5 3.3. Life Cycle Strategy 6 3.4. Sales and Distribution Strategy 6
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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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Cited: Moon‚ Youngme and Herman‚ Kerry. Aqualisa Quartz: Simply a Better Shower. Case. Boston‚ MA: Harvard Business School‚ 2002.
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Losing your libido? Let Cialis help! What is Cialis? Cialis can be used to treat two different conditions: erectile dysfunction (ED) and urinary issues associated with benign prostatic hyperplasia. Erectile dysfunction is a condition when a man is unable to get or maintain an erection‚ hard enough and long enough to be suitable for sexual activity. Cialis taken just prior to sexual stimulation helps the blood vessels in the penis to relax enough to allow a better blood flow. Benign prostatic hyperplasia
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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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states. * There was a huge market for ED drugs. In 1996 the number of ED prompted doctor visits was at the all time high of 1.3 million visits. 2. Draw a perceptual map that summarizes the positioning strategies adopted by Viagra‚ Levitra and Cialis and evaluate those strategies. Viagra’s positioning strategy: Pfizer first started out by featuring older celebrities‚ like Bob Dole‚ trying to capture attention of their target market. Statistics showed that over 50% of Viagra’s customers were
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