Cialis I. Problem: In this case‚ the main issue at hand is to decide an effective marketing strategy for the introduction of new product‚ Cialis by the joint venture Eli Lilly and ICOS. This strategy will help to recognize a target market and also the future marketing endeavors necessary to have competitive positioning in the market amongst Cialis’s main competitors‚ Pfizer and Bayer. Cialis has to choose among the alternatives: beat‚ niche and compete. II. Alternatives: 1) Follow Beat Strategy
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Case#6: Team Cialis 1) How will segment the patient market for ED treatment? 2) What is Viagra’s position in the market in 2002? 3) How would you position Cialis? 4) What competitive response do you expect? The most relevant market segmentation for ED treatment are demographic‚ psychographic behavioral. Demographic segmentation divides the ED patients market into groups by age‚ marital status‚ employment‚ income‚ education and religion. The prevalence of ED increases with age‚ especially in
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1.Problem StatementLilly- ICOS LLC is about to launch a new and innovative product intended to help men suffering from Erectile Dysfunction (ED). Because of the unique product features‚ Cialis - the product - has good chances of becoming successful even though it is entering a segment‚ where Pfizer’s Viagra is the undisputed market leader. In this context‚ Lilly- ICOS LLC must decide on a marketing strategy‚ in particular which groups to target and which positioning thus which communication strategy
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Cialis Case Study Marking Scheme: Question 1 (25 Marks Total): According to information provided in the case‚ identify 3 main ED market segments. Describe each segment’s characteristics‚ including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign‚ as opposed to all possible segments. If sufficient information is provided in the case‚ identify potential size of the segment. - Correctly identifying demographics/age as a segment (2 marks)
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Introduction The new medicine named Cialis is getting ready to the market.By Customer analysis‚ SWOT analysis‚a decision each of the marketing mix is taken to compliment the strategy chosen based on the competencies and resources of the product team. Consumer Analysis: Who? 150 million men worldwide (Chronic) and 50% of all men (40-70) What? Onset; Safety with Nitrates; Duration; Time on market When? They purchase after consultation‚ with family doctor; urologist or men’s specialist;
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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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Product Team Cialis MBA Level Marketing Segmentation and Targeting: 1. What are the most relevant dimensions along which to segment the patient market for ED treatment (i.e.‚ what are the different ways you could divide it up)? Of the segments identified‚ which would you target initially with Cialis? With a potential total of 150M men worldwide (30M in the United States alone) suffering from medical Erectile Dysfunction‚ there is a wide range of factors identified as the potential causes:
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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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Tracy Rucker Marketing Mid-Term 2012 March 1‚ 2012 Product Team Cialis: Getting Ready to Market Brief Background Erectile dysfunction’ is the failure to achieve and maintain an erection sufficient for satisfactory sexual experience. It affects 150 million men globally. In March1998‚ Viagra (Sildenafil) was the first oral medication approved for use in ‘erectile dysfunction. Viagra had a very successful launch with a total of 600‚000 prescriptions filled in the first month (April 1998)‚ and
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