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Product Team Cialis

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by

Claire Adams

on 4 November 2013

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Transcript of Product Team Cialis

Entering an already established market
Difficult to convince doctors to switch from Viagra
Case Introduction
50% of all men experience some form of ED
Most cases of ED are associated with another medical disease, certain medicines, or lifestyle factors
As of 2002, Viagra was the only drug on the market for ED
Main Recommendations
3 Possible Strategies:
Niche
Compete
Beat
Product Team Cialis
Product Team Cialis:
Getting Ready to Market


Group # 12

5 C Model
Customers
Competitors
Company
Collaborators
Context

Customers
Males with ED
Viagra's existing customers
Viagra's dropouts
New customers
Collaborators
Niche
More realistic considering Lilly’s marketing spending compared with Pfizer & Bayer
Maximize limited SG&A budget
84% of Viagra dropouts
90% of current Viagra users who are interested in trying Cialis
Unloyal Viagra customers
Compete
Target whole market
Pfizer broke down initial barrier with Viagra
May face same stigma as Viagra
Beat
Longer duration
Less dietary restrictions
Pros: grab attention of customers
Cons: hard to compete with limited budget
Launched in April 1998
600,000 filled in the first month
Quickly became a cultural phenomenom
6 months later - problems starting arising
Perfect opportunity to devleop the next ED drug: Cialis
Viagra
Market leader
Problems may arise when taken after high-fat meals
Competitors
More effective at lower doses
Patients with diabetes
Company
Joint venture between Eli Lilly and ICOS
Pharmaceutical industry's premier company
Focused on clinical development plans and positioning the drug in the marketplace
Contexts
50% of men between ages 40 and 70 experience some form of ED
ED has been shown to increase with age
pricing issue because it's a quality of life drug
Communication issues between:
Cialis & physicians
Physicians & patients
Cialis & patients

Questions
?
SWOT Analysis
Strengths
-not affected by food intake
-longer window of opportunity compared to competitors
-no stigma attached to the name
-giant market for the product
Opportunities
Viagra dropout users
Consumers want to try Cialis
Better relationships with Physicians
Viagra health scare/ bad experience
Threats
Men embarassed about ED
Targeting partners could alienate men
Current competitors (Viagra, Levitra)
Physicians
First line of communication to patients
Doctors typically didn't follow up
Segmentation
Viagra users
Viagra dropouts
Men who have never tried Viagra
Older men
Younger men
Target
Positioning
Gear ads towards different age groups
Via tv, magazines, word of mouth
market product differences to doctors/patients
Developed in 2002 by a joint venture with Eli Lilly and ICOS as a treatment for ED
20 mg oral dose
Improves the ability of sexual stimulation for up to 81% of men with ED
Cialis
Overarching Problem:
Cialis lacks a marketing strategy to position its product from competitors in the patient market for the treatment of ED.

Andrew Pekny
Anne MacDonald
Weaknesses
Andrew Pekny
Andrew Pekny
Andrew Pekny
Erin Lammott
Brooke English
Brooke English
Erin Lammott
Erin Lammott
Trevor DeWitt
Promotion
Claire Adams
Claire Adams
Claire Adams
Claire Adams
Pricing
Differentiation will allow for a premium price
Price at 110% of Viagra
Offer free trial packages
Possible discounts through other subscriptions
Trevor DeWitt
Trevor DeWitt
Brooke English
Former Viagra Users
Current Viagra Users
Old
Young
Prospective Users
Women
The Entire Market
Full transcript